Analyzing the Integrated Nature and Role of Promotional Mix in Tourism

This essay explores the integrated nature and role of the promotional mix within the tourism industry, highlighting its historical context and evolution from early travel motivations to modern marketing strategies. It emphasizes how the promotional mix, including advertising and sales promotions, serves as a vital tool for enterprises like Thomas Cook to create awareness, stimulate demand, and gain a competitive edge in the market. The discussion touches on the shift from basic needs-driven travel to pilgrimage and the subsequent development of organized tourism, illustrating the continuous importance of effective promotion in attracting and influencing customers.

In the early age, cultural aspects, learning languages and travelling challenges restricted (Capacci, Scorcu and Vici, 2015). In 14 century
Christopher Columbus sailed westward and vasco da gama cruised to country for earn money then business travel has been integral part of
tourism industry(Cave and Brown 2012). Early tourism started with Nomads who
travelled around the world in search of food and shelter. Main intension of this traveller is to gathered food and traded around the world and
gave rise to the barter system (Capacci, Scorcu and Vici, 2015). 1500 BC is marked as the era when the Europeans visited pyramids and thus
developed the tourism for pilgrimage. Early tourism started with Nomads who travelled around the world in search of food and shelter. Main
intension of this traveller is to gathered food and traded around the world and gave rise to the barter system (Capacci, Scorcu and Vici, 2015).
1500 BC is marked as the era when the Europeans visited pyramids and thus developed the tourism for pilgrimage.
4.1 Integrated nature and role of the promotional mix.
Promotion is done in order to
create the awareness in the
mind of the customers, society
in order to create a demand for
the services. Promotion is done
by the enterprises in order to
achieve a good place in the
market better than the
competitor. It is a way of
communicating the services
offered by the enterprises to the
customers.
Marketing or promotion mix is a tool used
by the enterprises to increase or boost up
the sales. Promotion mix is a useful tool
used by the enterprises to do the marketing
of product or services.
Thomas cook group can use number of promotion tools in
order to influence large number of customers. Tools of
promotion include advertising,sales promotion,discounts and
many more.