University Report: Marketing Strategies in Travel and Tourism Sector

This report delves into the core concepts and principles of marketing within the travel and tourism industry. It explores the impact of the marketing environment, including political, economic, social, technological, environmental, and legal factors, alongside microenvironmental influences such as employee relations and management strategies. The report examines the factors affecting customer demand, such as technology, pricing, destination choices, accommodation, and transportation. It further analyzes market segmentation principles and their application in market planning. The report also covers the role of marketing as a management tool, including strategic planning, market research, and societal influences. The marketing mix, including the service sector mix, and the total tourism product are also discussed. Finally, the report addresses the use of the promotional mix, including integrated promotional campaigns, providing a comprehensive overview of marketing strategies within the travel and tourism sector.

University
Marketing in Travel and Tourism
By
Date
Name
Lecturer’s Name

Marketing in Travel and Tourism
Contents
Task 1..........................................................................................................................................................3
LO1 Understand the concepts and principles of marketing in the travel and tourism sector.....................3
1.1 The core concept of marketing for the travel and tourism................................................................3
1.2 The impact of the marketing environment.........................................................................................4
1.3 Factors that are affecting the customers' demand...............................................................................6
1.4 The principals of market segmentation and its uses in the market planning......................................8
Task 2........................................................................................................................................................11
LO 2 Understand the role of marketing as a management tool in travel and tourism................................11
2.1 The importance of strategic marketing planning for a selected business in Travel and Tourism.....11
2.2 The relevance of market research and market information to the managers....................................12
2.3 The influence of marketing in the society........................................................................................14
Task 3........................................................................................................................................................15
LO 3 to understand the role of the marketing mix in the travel and tourism sector...................................15
3.1 The marketing mix of the business..................................................................................................15
3.2 The importance of service sector mix elements in this business......................................................16
3.3 The total tourism product.................................................................................................................16
Task 4........................................................................................................................................................18
LO 4 be able to use the promotional mix in travel and tourism.................................................................18
4.1 The integrated nature of the business and the role of promotional mix............................................18
4.2 Plan and justification for an integrated promotional campaign for the business..............................19
References.................................................................................................................................................21
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Task 1
LO1 Understand the concepts and principles of marketing
in the travel and tourism sector
1.1 The core concept of marketing for the travel and tourism
The way toward showcasing is chiefly required to satisfy the necessities and the requests of the
clients (Chen and Robinson, 2012). The procedure predominantly closes when the customers are
happy with the bondage of the organisation. Additionally, the teams must give the best
administration and the nature of merchandise keeping in mind the end goal to make the ideal
picture. Thomas Cook has kept up the typical and customary approaches to doing the promoting
for the business (Liao, 2016). The brand esteem and the positive picture of the organisation can
help the team to go far. The organisation must experience the necessities of the clients, and the
exchange must be made after making all examines about every one of the clients. On the
opposite side, the business can get influenced by the ecological condition. Clearly, the company
is expressly subject to the state of the climate where the visit is going to put. The state of the
climate can assume a final part whether the visit will happen or not. Additionally, the large scale
and the small scale variable of nature can be urgent. It has been seen that many travel and
tourism organisation has diminished their costs in the season of the retreat so that the
organisations can fabricate a particular position in the market. It is to be said that the financial
plan or the bundle must be made by the money related state of the clients. The organisations
must take after every one of the guidelines and controls of the market. They should utilise the
most advanced and refreshed apparatuses keeping in mind the end goal to get the consumer
loyalty (Nurcahyo, 2016). The office of ticket appointments must be accessible on the sites of the
organisations. The clients must get the ideal settlement as per their financial plans, and the nature
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of the administration must be great keeping in mind the end goal to make the perfect picture for
the organisation.
1.2 The impact of the marketing environment
The showcasing condition is the correspondence between the organisation and the external
world. The correspondence inside the association is likewise a piece of the promoting condition.
The realities and the standards and the directions about Thomas Cook are portrayed here. It is to
be said that there are two sorts condition and they are as per the following,
The macro environment: The full-scale condition viably chooses the accomplishment of the
business relating the external world with it. This condition can be depicted in an ideal way
utilising the PESTEL investigation.
•Political: This piece of the market incorporates all the political issues and the principles and the
controls of the legislature. The organisation must take after the tenets and the direction keeping
in mind the end goal to proceed with the business in the best way. In the field of travel and
tourism, the guidelines of the administration of various nation are the enormous matters of
concern. The voyaging spot can be anyplace in this world. The organisation must concur every
one of the terms and the states of the nation where the visit will happen. Thomas Cook has kept
up different sorts' principles and directions of the legislature.
•Economic: Numerous financial certainties must be remembered before making the visit. The
financial state of the visitor, the financial state of the nation if the visit kids in the foreign
countries. The financial state of the clients at first chooses the place of the visit. The economy
has assumed a crucial part in the accomplishment of Thomas Cook.
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•Social: The way of life and the mindset of the nearby individuals must be remembered before
making the visit in wherever. The directions must be given to the vacationers that they should
not hurt the feeling and the way of life of the neighbourhood individuals of the visiting spot.
•Technological: The systems that Thomas Cook takes after can assume an unequivocal part of
the business. Assume an organisation has masterminded Volvo AC transport for the excursion
and another organisation has orchestrated a typical transport. The clients will dependably get
pulled into the organisation which has organized the AC transport. The financial plan or the
bundle of the visit chooses the innovation in the greatest time. The more you burn through cash,
the more you get the advantage of the innovation (Power-prepare segments advantage from
utilising Victrex PEEK, 2013).
•Environmental: This is additionally a pivotal actuality regarding the travel and tourism. The
state of the climate assumes a crucial part in the voyaging business. Thomas Cook is constantly
mindful of the natural circumstance, and the traveller goals are Morocco and Egypt. So the earth
of those two spots must be taken under the matter of concern.
•Legal: All the procedure and the gear that is utilised to finish the visit must be lawful and as
indicated by the guidelines and the directions. The laws must not be softened up request to
achieve the consumer loyalty. The vacationers should likewise act typically so that the
administration can't raise any voice against the subjugation of the organisation. Thomas Cook
must keep up all the lawful tenets and the controls of Morocco and Egypt to finish the visit for
this situation (Open Tour Builder; The Battle of Atlanta Tour: A Tour of History and
Remembrance; and Emory Campus History Tour, 2016).
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Microenvironment: Concerning Thomas Cook and the goal of the visit Morocco and Egypt, this
natural examination, for the most part, chooses the state of the workers and the administration of
the association. The connection between the representatives and the authoritative structures are
the purposes of attentiveness toward the earth. The conduct and the devotion of the officials and
the main capacity of the pioneer and additionally the overseeing ability of the administration can
choose the accomplishment of the business in the best way. The style of moving toward the
clients, the way toward making the visits assumes essential parts keeping in mind the end goal to
make progress (Strategic Human Resources Management as a Success Factor to Achieve Total
Quality Management, 2016). This is the critical piece of the promoting condition that can choose
whether the business will run consummately or not. The qualities of the workers, their
employment fulfilment and the energy to meet the hierarchical objective are exceptionally
critical. The techniques that the pioneer of the organisation takes after to rouse the workers are
additionally definitive. In conclusion, the procedure of the administration board of trustees to set
the business is the most vital piece of them all. Contingent upon the approaches and the bundles
of the visit the business will get the outcome it merits.
1.3 Factors that are affecting the customers' demand
Many elements influence the request of the clients. Contingent upon the elements the clients
choose whether to run the organisation for their visits. It implies that the variables assume key
parts as far as the visits and the organisation get influenced by choice of the client (Thomas,
2013).
•The innovation of the organisation: It is the underlying element that assumes a final part in
the travel and tourism segment. It is to be said that the clients who will partake in the travel and
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the tourism through a particular organisation, will dependably attempt to find out about the
organisation. Right off the bat, they will see the way toward booking the tickets. Online ticket
booking dependably puts a decent effect in the psyches of the client as opposed to typical
booking.
•The bundles or the financial plans: The measure of the packets for a specific visit can assume
a crucial part in the specific field. It is to be said that the arrangements and the terms and the
state of the organisation and the measure of the monetary allowance must be moderate of each
kind of individuals in the general public. That is the place the achievement of the organisation
(Bassi, 2011) predominantly depends.
•The decision of the goal: The visitor regularly needs a peace place to make the visits. There are
many quiet and serene places far and wide where the development is extremely uncommon to
discover. The mountains or the centre seaside sides are the best places for this situation. The
organisations need to choose the most special place to pass by which they will have the capacity
to draw in the clients, and the consumer loyalty (DR.K.VANITHA, 2012) level will be
accomplished.
•Accommodation and nourishment: The convenience and the administration of the lodgings
are the most important certainties in the travel and tourism industry. It is to be said that if the
inns and the administration keep up the common standard then the clients get all the fulfilment
and the visit will convey a major accomplishment to the organisation. Lodgings with underneath
standard and low-quality administration can influence the business in the most noticeably bad
way. There is something else entirely to include about the nourishment that the nature of the
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sustenance must be at its top level and the prerequisites of the client must be taken under the
matters of worry to keep up the consumer loyalty level (Nurcahyo, 2016).
•The course of action of the voyage: The plans of the vehicles and the facilities in the vehicles
must be considered important keeping in mind the end goal to make the visitors fulfilled. The
voyagers would prefer not to be drained in a while achieving the goal of the visit. If this happens
then the travellers may get themselves powerless to meander each and every piece of the visiting
spot. It will humiliate the voyagers and they will begin to censure the administration of the
organization, and they will make an inquiry against the convenience of the vehicles in the trip.
These are the components that can influence the voyagers in the best way. Contingent upon the
subjugation of the organisation and the state of the administration branch of the organisation the
sightseers will choose whether to go for the travel organisation or not (Bakanauskiene,
Staniuliene and Zirgutis, 2016).
1.4 The principals of market segmentation and its uses in the market planning
The procedure through which the clients in the market are comprehended, and they are isolated
and assembled as per their requests and criteria are known as the market division. The need for
division in the travel and tourism is the extent of the market. The correspondence and the need to
accomplish the requests of the clients make the market division more needful for this situation.
Thomas Cooks has taken the common method for market Segmentation (HOWELL, 2011) for
this situation.
The fundamental principles of sectioning the market in different parts are given beneath,
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•Geographical: This division is mostly done concerning the areas of the clients. Thomas Cook
must recall the clients with various areas have several options, and it makes the organisation to
mastermind unique techniques for the distinctive clients (Fowler, 2016).
•Psychographic: Thomas Cook has come to the conclusion that the mindset and brain science of
the clients assume an unequivocal part in the decision of the clients (Arussy, 2008). Their
decisions, inclinations and their requests are for the most part in light of their brain research
projects.
•Demographic: The age of the client and the sex likewise assume important parts in the travel
and tourism business. It is to be said that the clients with various ages have different decisions to
spend their specific occasions. Thomas Cook has isolated their customers as per their ages.
•Socio-culture division: After many studies and research Thomas Cook has reached the
conclusion that the way of life and the religion of the client are additionally critical parts to be
concerned. It is to be said that the clients must get the administration as indicated by their way of
life and religion (Rumble, 2010).
The wanting to execute the division is given beneath,
•Identifying the client: Thomas Cook has expressed that as indicated by the necessities of the
customers and the money related state of the client the market can be divided. The needs of the
clients fluctuate contingent upon the locale of the client. The money associated condition and the
capacity of the client to manage the cost of the bundles of the visits can be definitive as far as the
market division (McDonald and Dunbar, 2013).
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•Grouping the clients: The customers with various needs and requests are mostly partitioned in
many gatherings. It is to be found that each group incorporates similar sorts of the clients who
have a same decision from far as the travel and tourism are concerned. Before beginning any
visits, Thomas Cook dependably goes for the gathering some portion of the client. It puts a
positive effect on the association (Al Ahmar, Rofiq and Zain Hadiwodjojo, 2014).
•Preparing visits: The administration of the visiting organisation masterminds the visits as
indicated by the request of the clients. The client with same sorts of decisions is assembled for
the visits. Thomas Cook adequately organises every one of the visits and the goes as indicated by
the necessities of the clients. This fulfils the clients and fulfilled, and the organisation
additionally gets the advantage, and they don't need to confront encourage issues concerning the
decisions of the clients.
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Task 2
LO 2 Understand the role of marketing as a management tool in travel and tourism
2.1 The importance of strategic marketing planning for a selected business in Travel and
Tourism
Thomas Cook is the best travel and visiting organisation in the UK. It is to be said that this
organisation has kept up all the fundamental tenets and controls and have met the necessities of
the clients in the best way (Chapman and Ogden, 2012). The organisation has set a decent case
about the significance of the key promoting arranging that must be followed in the best way. The
significance of the key showcasing arrangement is depicted beneath,
•Identifying the perfect client: The right client for the correct some portion of the business
must be recognised keeping in mind the end goal to make the hierarchical progress. Thomas
Cook has done the correct thing to discover their clients. Along these lines, for the most part, the
requests and the decisions of the clients will be known, and the organisation will be prepared to
make each course of action for the clients. The goals of the visit are Morocco.
•Understanding the objectives: The advertising system and arranging can help a particular
association to accomplish the objectives of the association in the best way. It is to be said that the
advertising methodology of Thomas Cook to make a visit to Morocco, helps the association to
comprehend the market and the request of the clients. This makes the organisation and the clients
glad as they locate the appropriate things they require. Thomas Cook here dependably have
recalled the objectives and the objectives to accomplish.
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•Making things not quite the same as the contenders: The maxim and the techniques of the
organisations must be special, and it must be unique about each different organisations. The
uniqueness and the distinction of the organizations will bring accomplishment as the clients
dependable search for the uniqueness. Thomas Cook here have kept up the uniqueness in the
settlement, the bundles and each and every piece of the plans. The visit to Morocco will be
effective if the uniqueness is kept up.
•Measuring the profits in the speculations: The accomplishment of each organisation, for the
most part, depends on the benefit they make in the business. Here Thomas Cook has made viable
benefit in the field. They have made progress by appropriate estimation and interest in the
business. Making the visit to Morocco can be turned out to be extremely powerful and valuable
for the organisation.
2.2 The relevance of market research and market information to the managers
Significance of statistical surveying
The importance or the importance of the statistical surveying is extremely powerful as far as the
business. It is done to know the client of the business. For this situation of travel and tourism, the
visitors are the clients and the organisations must experience every one of the necessities of the
clients to be powerful in the field of the business. The things that statistical surveying permits
Thomas Cook to accumulate are given beneath,
Capacities: Marketing research helps Thomas Cook to accumulate the data and the requests of
the client that mirrors the fulfilment of the clients. Additionally where the clients are more
fulfilled, and the pattern in the market are likewise known by powerful statistical surveying. It is
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to be said that the advancement of the organisation and the accomplishment of the organisation
primarily depends on the best possible statistical surveying (Grüner, 2016).
Necessities: It is imperative for the organisations to assemble a wide range of data to make a
successful business methodology that can pull in a wide range of clients. Thomas Cook must
check the profiles of the clients, and they should experience the feelings and the correct request
of the clients with a specific end goal to gather the right sorts of data.
Benefits: The advantages in the business depend on a social affair the data of the clients. It is to
be said the assembled data helps Thomas Cook to think about the change in the administration or
the amusement part. It is to be said that the data in regards to the client and the procedure to fulfil
the client assume fundamental parts as far as the advantage of the association.
Challenges: The organisation must prepare to confront any sorts of difficulties to make proceed
with keep running in the working field. It is to be said that the problems and the state of the
market can be known through the powerful procedure of data social occasion. So conquering the
difficulties is the primary test for the organizations of travel and tourism.
The market data to the Chiefs: The supervisors of Thomas Cook have the duty to deal with the
hierarchical and the market condition for a specific organisation. So one might say that the data
that are gathered from the market must be conveyed to the administrators keeping in mind the
end goal to make the work process proceed. In the wake of getting the data about the business
sectors and the clients then the chiefs are the ones who will take a wide range of choices keeping
in mind the end goal to make the organisation effective.
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2.3 The influence of marketing in the society
The impact of showcasing in the general public is more than viable. The organisations are
essentially made to give the bondage to the clients. Travel and tourism are not a vital industry but
rather each and every individual on the planet love to go to occasions. This makes the
organisations of travel and tourism more viable for the general population of the general public.
The way toward advertising is basic for everyone of the general population of the general public.
The general population of the general public will become more acquainted with about the
organisation and its offers and bundles through a legitimate advertising. The impact of the
advertising some portion of the travel and tourism business is extremely compelling. It acquires
the longing the clients' psyches and accomplishment to the organisations.
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Task 3
LO 3 to understand the role of the marketing mix in the travel and tourism sector
3.1 The marketing mix of the business
The issues that are connected with the items, cost and the spots in the travel and tourism industry
are given underneath (Law, 2009).
Item: The item is the accumulation of components and advantages. The items in this specific
business allude to the courses of action of the lodgings, vehicles, nourishments and so on.
Voyagers frequently confront issues if the items are not conveyed in an appropriate peculiarity.
They raise issues of the organisation, and it hurts the notoriety of Thomas Cook while making
the visit in Morocco and Egypt.
Value: The value alludes to the bundles of the visits. For this situation, the visitors choose
whether to go for the visits or not to rely upon the rundown of the bundles. Thomas Cook takes
the bundles including every one of the costs of the visit to Morocco and Egypt. If they charge
whatever other cash amid the visit, the issues may be raised by the vacationers. It is not in the
slightest degree great to the extent the notoriety of the organisation is concerned.
Place: Place mostly alludes to the areas where the clients purchase the gathering of
administrations. The place is normally the workplace of Thomas Cook where the clients are
brought to give the authorities. In the present days, the online exchange is accessible to purchase
the coveted item or to pick the best possible place for the occasion and to pay the cash. The
exchange here for this situation is for the visits in Morocco and Egypt.
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3.2 The importance of service sector mix elements in this business
The significance of the administration segment blend depends on the showcasing blend of the
business that relies on upon the Ps of the market. The result of the business makes a compelling
part in building the fascination of the business. The cost of the items draws in the clients to
utilise the subjugation of the business. The place of the organisation is exceptionally viable for
the business. The organisation must set the place of the business where there are numerous
clients to get the chances of the business. The advancements of the results of the business must
be made successfully so that the clients get impacted and a way to deal with purchase the items.
The general population of the association assume a fundamental part as far as the
accomplishment of the Association. The arranging of the organisations chooses the achievement
of the organisation in the field. One might say that the arranging is principally made relying upon
the objectives of the organisation. The programming and the physical proofs are the cause and
the outcome concerning a specific business. Contingent upon the programming part the physical
proof is produced. So these are the certainties that portray the significance of administration
division blend in the travel and tourism industry (The travel business, 2006).
3.3 The total tourism product
The aggregate tourism item alludes to the entire bundle of the visit that is made to fulfil the
Voyagers or the clients in the best way. The total tourism result of Thomas Cook incorporates
the accompanying,
•The voyage to the goal and return home
•The inns and the lodging
•Foods
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•Site scenes
All the required offices are accessible in the aggregate tourism bundles. The clients or the
voyagers, who would prefer not to go out on a limb or weight, rely on upon the total tourism
bundles of Thomas Cook. In particular, the duties of the visitors go to the administration of
Thomas Cook. If the voyagers were craving to purchase anything from the traveller spots, they
need to burn through cash as it is their spending. Somewhere else everything is spent by Thomas
Cook in the entire tourism bundles.
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Task 4
LO 4 be able to use the promotional mix in travel and tourism
4.1 The integrated nature of the business and the role of promotional mix
The incorporated way of the business: The coordinated way of the business incorporates a couple
of viewpoints keeping in mind the end goal to keep up the notoriety of the business. The
organisation must take some courses keeping in mind the end goal to be viable and to add to the
general administration of a specific goal's welfare. The tourism advancement ought to keep up
the accompanying ways,
•They must facilitate with other movement and approaches.
•The government bolster must be picked up in the field of advancing the business.
•The business must be considered as a decent hazard for a venture.
•The benefit must be directed by an all-around educated and very much prepared industry.
•The organisations must match the requests with the supply or the other way around.
•Maximizing the monetary advantages
•The organisations must limit the unsettling ecological influence
•They must keep up the adaptability in the business.
The part of limited time blend
The limited time blend incorporates the realities like advertising, publicising, deals advancement
and private offering. The certainties are portrayed beneath,
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Open connection: general society connection among the organisation and the clients are the
principle matters of concern. It is the approach of the organisations to assemble the relationship
of the clients. This is mostly done concerning the business as a top priority. On the off chance
that the connection with the clients is assembled appropriately then the business will be
benefitted with a wide range of advantages and the stream of work proceeds with along these
lines.
Publicising: The promoting of the items is fundamental to the extent the organisations are
concerned. If the organisation tries to catch the market with the results of the business then the
ads of the items must be made as needs are. This is to be said that the promotions of the items
make the business more successful for the clients.
Deals Promotion: It is another device of the limited time blend. It essentially relies on upon the
fleeting objective of the association. It contains the strategies for mimicking shopper buy. The
advancements of the items to be sold and the client's approach towards the item are connected up
with each other (Mestre, 2015).
4.2 Plan and justification for an integrated promotional campaign for the business
Being the aide Marketing Manager of Thomas Cook, I have made many arrangements as per the
criteria of the territory, and I have orchestrated a battle where the integrated way of the market
and the part of limited time blend have been portrayed. Presently the arrangements to construct
the battle are described beneath.
The arrangements to manufacture a crusade for the travel and tourism industry must be made by
the area. The expert of the association must take after few stages to arrange a flawless crusade,
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•They must portray the significance of travel and tourism and the bondage they give to change
day by day habitude of the general population.
•They must make every one of the bundles and the convenience clear to the clients. The
administration and the results of the organisations must be demonstrated as the one of kind items
and the distinction of the things must be called attention to.
These are the successful zones where the crusade can pull in the general population to utilise
their business. Each organisation must take after the said ventures to finish the crusades.
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