Travel & Tourism Marketing: Thomas Cook's Product, Price, and Place

This report delves into the marketing strategies employed within the travel and tourism industry, specifically focusing on Thomas Cook. It assesses critical issues related to the marketing mix elements of product, price, and place, examining how these factors influence the company's success. The significance of the service sector mix, including people and processes, is highlighted in the context of travel and tourism, emphasizing their role in customer retention and satisfaction. Furthermore, the report explores the concept of the total tourism product, analyzing how Thomas Cook can strategically align destination offerings with consumer capacity and preferences to deliver exceptional services and experiences. The study references academic works to support its analysis of marketing principles and their application in the tourism sector.

Marketing in Travel and tourism
TASK 3

Introduction
The present report is discussing about the marketing in travel and
tourism industry. Thomas Cooks has to analyse the issues which
is related with marketing mix such; place, price and product.
Further the concept of total tourism product has been discussed.

3.1 Issues in the product, price and place elements of
the marketing mix
Marketing mix is an effective tool which helps the
organisation to achieve their business objectives in
appropriate manner. It is a kind of research which is
conducted by mangers in order to determine the product
and their brand in competitive market.

Continue.
In travel and tourism sector the company has to analyse only
three elements i.e. price, products and place.
Product – It is the most important issues which are faced by the
organisation. Through this they are earning profits and attaining
the success. At the destination place Thomas Cook has to provide
all those products which will satisfy the needs of customers.

3.2 Importance of service sector mix elements to the
travel sector
The service sector in marketing mix represents the internal part
of the firm. In travel and tourism sector the organisation has to
provide proper services to visitors so that they can retain for a
long period of time. The following are the extended of marketing
mix which has given the importance in service sectors.

Continue.
People – It is the significant element in services
marketing mix. Without satisfying the needs of people
the organisation cannot succeed in global competitive
market.
Process – The organisation has to proper tools and
techniques in which they can deliver the services to
visitors in appropriate manner.

3.3 The concept of the total tourism product to an
individual tourism business
Total tourism product is that process where all visitors
travelling in right way and covers many destinations.
They are planning those places in which they are willing
to pay the amount. Thomas Cook has to set the
destination places according to the capacity of
consumers.

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They have to arrange all the facilities which are related
with the destination place. This tour operator has aim to
provide excellence services to customers in this
industry. The proper strategies have to be made by the
organisation in which they can offer the best products
and services to customers.

References
Goeldner, C. R. and Ritchie, J. B., 2012. Tourism: principles,
practices, philosophies (No. Ed. 12). John Wiley and Sons, Inc.
Pomering, A., Noble, G. and Johnson, L. W., 2011.
Conceptualising a contemporary marketing mix for sustainable
tourism. Journal of Sustainable Tourism. 19(8). pp.953-969.
Satit, R. P., and et. al., 2012. The relationship between marketing
mix and customer decision-making over travel agents: An
empirical study. International Journal of Academic Research in
Business and Social Sciences. 2(6). p.522.