Strategic Marketing and Consumer Behavior in Travel and Tourism

This report provides a comprehensive overview of marketing principles within the travel and tourism sector. It begins by explaining core marketing concepts relevant to the industry, such as exchange processes, production concepts, and customer desires, and then assesses the impact of the marketing environment on individual travel businesses, specifically referencing Trailfinders in Canary Wharf. The report further discusses the components influencing consumer motivation and demand, including web presence, safety, pricing, and destination characteristics. It then synthesizes the principles of market segmentation and its uses in marketing planning. Task 2 analyzes the importance of strategic marketing planning for Trailfinders, the relevance of marketing research, and the influence of marketing on society. Task 3 examines the elements of the marketing mix and the concept of the total tourism product. The report concludes with a summary of findings and recommendations, covering strategic marketing planning, consumer behavior, and market research within the travel and tourism industry.

MARKETING IN TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Explanation of the core concepts of marketing for the travel and tourism sector.................1
1.2 Assessment of the impact of marketing environment on individual travel business...........2
1.3 Discussion about the components affecting consumer motivation and demand in the trvel
and tourism sector.......................................................................................................................3
1.4 Synthesis of the principle of market segmentation and its uses in marketing planning.......4
TASK 2............................................................................................................................................4
2.1 Analysis about the importance of strategic marketing planning for Trailfinders in Canary
Wharf...........................................................................................................................................4
2.2 Discussion about the relevance of marketing research and market information to managers
in the travel and tourism sector...................................................................................................5
2.3 Assessment of the influence of marketing on society...........................................................5
TASK 3............................................................................................................................................6
3.1 Discussion about the element of marketing mix...................................................................6
3.2 Assessment of the importance of the service sector mix element.........................................7
3.3 The concept of the total tourism product and individual tourism business...........................7
TASK 4............................................................................................................................................8
Convert into PPT.........................................................................................................................8
CONCLUSION................................................................................................................................8

INTRODUCTION
Marketing is very essential activity for business enterprise by which company can
introduce and promote its product and services in the market. By use of this activity, company
can also develop effective relationship with public and deliver commodity to the customers in the
market. In simple words, it can be said that marketing is a procedure of selling and buying
commodity in the market and products value determined in terms of money (Hampton and Lane,
2015). This activity plays a very significant role in the travel and tourism sector as by help of
this, corporation can develop strong brand image in the competitive business environment. The
present report provides the knowledge about core concepts of marketing in travel and tourism
and impact of the marketing environment on individual travel and tourism business. Moreover,
the importance of the service sector mix element with respect of Trailfinders in Canary Wharf
has been also addressed in this report.
TASK 1
1.1 Explanation of the core concepts of marketing for the travel and tourism sector
In the travel and tourism sector, marketing is a procedure that helps company in
promoting and advertising product and services in the market. By help of this process, company
can effectively gain large customer attraction and inform them about service prices and features.
The main aim of the marketing is to keep satisfy customers’ needs and wants by delivering
impressive commodity and services and meeting their expectations. Core concept of marketing
with respect of travel and tourism sector are discussed below- Exchange process- It is one of the major core concept of marketing by which company
engages with purchasing and selling product and services. Travel and tourism
organisation can deliver the services to customer by use of this element in the core
concept (Chandon, Laurent and Valette-Florence, 2016). Production concept- In this core element of marketing, company focuses on the
production of product and services. In this aspect, quality and quantity of product and
services is very important in the travel and tourism sector. Customer desires- This is the major aim of the marketing in travel and tourism sector by
which company understand requirement of customer and delivers product and services
accordingly (Plinke, 2015). By meet customer requirement, company can develop
impressive brand image in the market and attract large numbers of customers.
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 Relationship- By use of the concept of marketing, Travel and tourism organisation can
develop healthy relationship with customers. While company effectively meet customer
demand and requirement regarding product and services, then it becomes easy to
maintain good relationship with them.
1.2 Assessment of the impact of marketing environment on individual travel business
Trailfinders in Canary Wharf is the UK's largest independent travel agent renowned for
its tailor made itineraries and unbeatable selection of discount airfares, flights, tours, hotels,
cruise and vehicle rental etc. It is very important for cited venture to analyse the marketing
environment while it operates its travel and tourism business in the market (Yousaf, 2016).
There are several components that consists of marketing environment and it affects the company
in following manner-
Demographic factor- It incorporates different factors, for example, time of clients, pay,
monetary status, instructive level, sexual orientation, occupation and so on. All these parts
influence the matter of Trailfinders in Canary Wharf in a strong way.
Political Force- In the UK, government has created or planned different sorts of lawful
directions and enactments which must be trailed by movement and visit association. Trailfinders
in Canary Wharf should take after these implicit rules while it works business in the market.
Technological changes- This is another significant power in the full scale showcasing condition
by which organisation needs to change its innovative foundation alongside limited time and
advertising exercises (Osuagwu, 2016). Due to the technology changes, company have to invest
large amount of capital. Trailfinders in Canary Wharf considers the innovative progression of
that specific goal where it operates its business.
Natural force- This part incorporates normal assets of the nation like climate, atmosphere, air,
water, daylight, and so forth. This factor affects the travel and tourism sector in large manner.
This can be bolstered through the way that because of an unnatural weather change, voyagers
now as a rule confront sweltering atmosphere on account of which by and large, they have an
awful voyaging knowledge.
Competition- This is one of the huge factors that can affect the Trailfinders in Canary Wharf
organisation in the UK. As there are large numbers of competitors available in the travel and
tourism sector so, it is very important for company to analyse their strategy and practices at the
time of operating business in the competitive market (Ajagbe and et.al., 2015). In order to
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compete with rival, it is very important to develop such impressive strategy which is different
from its rivals.
1.3 Discussion about the components affecting consumer motivation and demand in the travel
and tourism sector
In the travel and tourism sector, it is very important for meeting customer expectation and
delivering them services accordingly. As there are various components that can affect customer
interest and motivation in the same sector. These factors are discussed as follows- Web- Internet have great influence on the travel and tourism sector as corporation uses
the social media, web page etc (Liu and Chou, 2016). for promoting and introducing their
business in the market. Effective web design and function can assist consumer for
searching the accurate information about the subject. Trailfinders in Canary Wharf should
design attractive web page on the internet so that it can attract large numbers of
customers. Safety needs- Trailfinders in Canary Wharf should focus on the safety and security of
destination which it offers to its customers. Customer always selects that place and
destination which is more secure and safe (Cross, Belich and Rudelius, 2015). Travellers
always like to visit that destination which is free from natural threat and dangers. Pricing- Price and cost of the product and services is another one of the significant factor
that can affect the business of travel and tourism. Trailfinders in Canary Wharf should
adopt effective pricing strategy for its services so as it can attract large numbers of
customer. Beauty of place-It is the another main consideration which influence the customer
motivation. The vast majority of the travelers incline toward that destination which is
more excellent and their area is more alluring (Bowtell, 2015). With the goal that visit
administrator select that goal which is delightful and it is well known for their
magnificence in the country. Freedom from threat and danger- Traveler will get a kick out of the chance to go that
spots which have flexibility from any regular risk and threats. For instance if fear monger
pulled in at wherever in the London than after this draw in London will lost its prevalence
and positive attitude for quite a while.
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 Weather and climate- Weather and atmosphere is the main consideration which
influence the travellers motivation for particular destination. A few people won't have
any desire to movement in summer season and that season they will get a kick out of the
chance to movement at coolest place.
1.4 Synthesis of the principle of market segmentation and its uses in marketing planning
In the marketing aspect, Market segmentation is very significant aspect that helps to
company in dividing entire market into small segment. There are various kinds of the market
segmentation such as demographic, behavioral, psycho graphical, geographical etc. In the
context of Trailfinders in Canary Wharf organization, marketing segmentation have great
importance by which it can gain various benefits which are discussed below- Market expansion- Trailfinders in Canary Wharf can easily expand its business in the
market with help of market segmentation (Jalilvand and Samiei, 2012). Cited venture can
use geographical segmentation under which it divides whole market according to the
location.
 Reduce risk- This is one of the major significance of the market segmentation by which
company can overcome risk associated with business. By bifurcated the whole market
into the different segment, company can overcome the risk of market. With assistance of
market segmentation, company can able to know that to whom service will deliver, in
which area and what product ad services.
TASK 2
2.1 Analysis about the importance of strategic marketing planning for Trailfinders in Canary
Wharf
In the travel and tourism sector, strategic marketing planning plays a very significant role
through which operational staff and managerial staff can develop and implement marketing
strategies. With assistance of this procedure, Trailfinders in Canary Wharf can create marketing
strategy and implement planing in the target market. This procedure helps to cited venture in
developing long term project goal and overcome unproductive initiative within business. By use
of SOSTAC model, strategic marketing planning can understand in more effective manner-
 Situation- In this stage, Trailfinders in Canary Wharf analyze its business condition by
use of Pestle and SWOT model. By help of these techniques, company can assess
existing condition of business and develop effective strategy of marketing planning.
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 Objective- Trailfinders in Canary Wharf sets its business objective in this stage by which
it can develop strong brand image in the market and gain maximum profitability.
 Strategy- In this stage, Trailfinders in Canary Wharf develops its own strategy through
which it can achieve determined goal and target (Khoshkhoo and Nadalipour, 2016). The
strategy should be match to business objective and every one can easily understand and
apply it in the business.
 Tactic and action- In this stage company use several tactics and action for implement
strategy within business. In order to implement the business strategy company can
conduct market research and survey.
 Control- In this phase all activities and function regarding travel and tourism can
effectively monitor and control.
2.2 Discussion about the relevance of marketing research and market information to managers in
the travel and tourism sector
In the Trailfinders in Canary Wharf, the major aim of business is to meet customer
expectation and satisfy their needs by deliver high quality of services. For achieve this objective,
manager have to conduct market research so as necessary information can collect, analyze and
examine. Following are some great benefit of market research in the context of Trailfinders in
Canary Wharf-
 Reduce the uncertainty and risk factor- By use of market research, Trailfinders in Canary
Wharf can analyze the risk factor associated with existing market and business condition.
This helps in overcome the risk regarding the business activities, services and functions
(Leung, Xue and Bai, 2015).
 Provide relevant information and data- By help of market research, manager of
Trailfinders in Canary Wharf can collect information about customer demand,
expectation, their taste, competitors strategy, risk factor, element of business environment
etc.
2.3 Assessment of the influence of marketing on society
In the context of society, marketing have great importance as it assists to people in
gathering knowledge about available product and services in the market. Customer can
acknowledge about the trends by help of marketing (Sheresheva and Kopiski, 2016.). In the
context of organization, marketing helps in developing public relation, promote the product and
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services, generate customer awareness and interest etc. Following are some great significance of
the marketing in context of society-
 Inform buyers- The main advantage of the marketing is the society is regarding the
customer awareness related to product and services. As buyers can acknowledge about
the prices, features distribution, discount, offers of the product and services. While firm
launch the new product then only marketing is a process that assist it in providing the
information about product (Wu and et.al., 2016).
 Enhance standard of living- By help of marketing organization provides the criteria to
improve living standard of customer. People can get the knowledge about the different
places so as they can improve their living standard.
TASK 3
3.1 Discussion about the element of marketing mix
In Product, cost and place has following issues:
Product issues: Trailfinders in Canary Wharf gives the diverse sorts of item and services like
lodgings, flights, protection, visa and international ID and so forth. Be that as it may, it faces the
accompanying issues in advertise:
Lost vision: Customer need and needs change step by step. In this manner the organization faces
issues for setting the future vision for this.
Distinctive dialects: Sometimes client and directors can't see each other because of the diverse
dialect so this makes the real issues in item improvement.
Price issues: Trailfinders in Canary Wharf gives diverse evaluating to its clients. It confront the
accompanying issues on cost:
Value Discrimination: It is the methodology of the organization is to pitching a similar item to
various clients on various evaluating procedure. This make the debate among the clients of
Trailfinders in Canary Wharf.
Price skimming: It is where first item is sold at high cost and after then cost is brought down. It
is make value issue in Trailfinders in Canary Wharf as the administration is to be offered to
similar clients at the distinctive time. (Kubacki and et.al., 2015)
Place issues: Place is viewed as an advantageous area at the ideal time. In Trailfinders in Canary
Wharf following issues are connected set up:
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Distinctive areas: Trailfinders in Canary Wharf is overall organization. It has diverse areas of the
association. Doing the distinctive areas makes huge issue to the Trailfinders in Canary Wharf
3.2 Assessment of the importance of the service sector mix element
Services are a vital contribution for all the business exercises. Administration division of
Trailfinders in Canary Wharf gives the distinctive services to its clients. It has following
significance to the advertising blend:
Services multiply: Trailfinders in Canary Wharf gives the numerous services alternative to its
clients which makes by the association. Since it is an impalpable thing which is given by the
Thomas Cook Groups. It needs the positive input by the clients. It helps to decide the services by
the organization.
Various Touch focuses: Service promoting of Trailfinders in Canary Wharf furnishes
connection with more individuals and take understanding by them (Bahadir, Bharadwaj, and
Srivastava, 2015). These touch point work when clients are communicated with the more than
individuals and it built up the recognition in all customers mind.
Makes neighborly condition: Service promoting of Trailfinders in Canary Wharf help to make
inviting condition of the clients, companions and associates. It is useful in keeping up the
connection of the considerable number of individuals from the association whether it is inner
individuals or outside individuals.
3.3 The concept of the total tourism product and individual tourism business
Total tourism product is the integration of the all service which is given by organization
to its customers in the travel and tourism sector. It consists with several products and services
like traveling, accommodation, food, facility etc. Following are major element of the total
product of tourism by Trailfinders in Canary Wharf -
 Facilities- In this kind of element, Trailfinders in Canary Wharf company provides th
several facilities to its customers like insurance, hotel facilities, visa, passport etc.
 Attractiveness- Trailfinders in Canary Wharf provides various attractive location and
destination to its customers through which they can gain effective satisfaction
(Gummesson, 2015). It is very important to design attractive services and meet their
expectation.
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 Destination- In this element, marketing team develops the destination strategies for the
organization. Trailfinders in Canary Wharf develops the strategies for destination so as
large numbers of customers can attract toward it.
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TASK 4
Convert into PPT
CONCLUSION
From this entire report it has been summarized that marketing is very important activities
by which company can easily introduce the product and services in the market and attract the
large customers. By help of marketing organization provides the criteria to improve living
standard of customer. People can get the knowledge about the different places so as they can
improve their living standard. It has been also concluded that Market segmentation is very
significant aspect that helps to company in dividing entire market into small segment.
Trailfinders in Canary Wharf can easily expand its business in the market with help of market
segmentation.
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REFERENCES
Books and journals
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