Marketing Strategies in Travel and Tourism: A Thomas Cook Analysis

This report analyzes the application of the marketing mix within the travel and tourism sector, focusing on a case study of Thomas Cook. It identifies issues within the elements of the marketing mix—product, price, place, and promotion—and discusses the importance of service sector mix elements (the 7Ps) to the travel sector. The report further examines the application of tourism products to Thomas Cook, considering tangible and intangible components that attract customers to various destinations. The analysis includes references to relevant academic literature, providing a comprehensive overview of marketing strategies in the context of travel and tourism management. Desklib provides this document as part of its collection of study resources.

TRAVEL TOURISM
AND
MANAGEMENT
Task-3

 Introduction
 Issues in elements of Marketing Mix
 Importance of service sector mix elements to travel sector
 Application of tourism product to Thomas Cook.
 References
Content

 Introduction
 Issues in elements of Marketing Mix
 Importance of service sector mix elements to travel sector
 Application of tourism product to Thomas Cook.
 References
Content

Introduction
This is one of the important sector for the organisation to have the
effective management of their business so that they can achieve
better result in their business. It is important for the company to make
focus on marketing strategies so that they can enhance their market
share as well as customers base. Thomas Cook which is providing
their services in travel and tourism sector. There are different
destination services that are provided by this company.

3.1 Issues in elements of Marketing
Mix
Marketing mix is the effective tool that is used by the organisation so
that they can identify different element that can be used to
enhance the growth of product that are being issued by business.
Various problems are associated with Thomas cook in relation to:
 Product
 Price
 Place
 Promotion

Continue...
Product
 Is the product and services are acceptable by people and able to
fulfil the will of tourist at Egypt and Morocco.
 Problems related to the designing of product.
Place
 The place at at Egypt and Morocco where the product to be sold
so that it can be easily available to customers.
 Place where people can take the product.

Continue...
Price
 The buying power and behaviour of the consumers.
 Is the price as per the income level of people so that they can
afford it.
Promotion
 Different ways of promotion are available in market, the
problem is to chose which one among them.
 Issues related to adoption of market variations.

3.2 Importance of service sector mix
elements to travel sector
Service sector mix is used by the company so that they can
communicate brand messages to number of customers. Service
sector mix includes 7Ps.

Continue...
Process: This factor is used in the operation of the company so that
they can provide better product and service to people. It provides
assistance in the identification of elements and aids to provide
maximum satisfaction. Different processes are used by Thomas
Cook from production to service elements.
Physical Evidence: In this step, required and important factors are
covered like impressive buildings, well trained staff, great website.
It is covered so that better services can be provided to customers.

Continue...
People: Thomas Cook is offering their services at high level to
number of people at at Egypt and Morocco. Different services are
rendered by them at large level. Cited organisation considers the
interest if their employees, workers in operation and planning.

3.3 Application of tourism product
to Thomas Cook
Total tourism covers tangible as well as intangible components. These
factors are different to place to place where services are rendered by
Thomas Cook. Such components are important and famous at various
destination and help to draw attention of different people.

References
Tussyadiah, I. P., Park, S. and Fesenmaier, D. R., 2011. Assessing the
effectiveness of consumer narratives for destination marketing.
Journal of Hospitality & Tourism Research. 35(1). pp.64-78.
Uriely, N., 2010. “Home” and “away” in VFR tourism. Annals of
Tourism Research. 37(3). pp.854-857.
Vanhove, N., 2011. The economics of tourism destinations. Routledge.