Evaluating Marketing Strategies for Thomas Cook's Tourism Project

This report analyzes the marketing mix issues faced by Thomas Cook in launching its summer 2017 holidays to Morocco and Egypt. It identifies key challenges related to product, price, place, and promotion, emphasizing the need for effective strategies to ensure the project's success. The report also assesses the importance of the service sector marketing mix, highlighting the critical roles of people, process, and physical evidence in attracting and retaining customers. Furthermore, it discusses the concept of the total tourism product, which integrates various industries such as tracking, traveling, hotels, and airlines. The analysis concludes by referencing relevant research on hospitality, tourism, and destination marketing strategies.

MARKETING IN TRAVEL AND
TOURISM

3.1 THE ISSUES IN MARKETING
MIX
 It can be stated that there are certain issues in marketing
mix which Thomas Cook needs to take care of at the time
of launching its summer 2017 holidays to Morocco and
Egypt.
 In order to make the holiday project successful, it is
required by Thomas Cook to develop effective strategies
which can help in overcoming the issues. The key issues in
marketing mix of Thomas Cook are mentioned below as:

PRODUCT -
 It can be termed as a thing or article which
satisfies need and demand of people in the
market. Here, the selected business enterprise
will be offering services related to travel and
tourism.

PRICE -
 It can be defined as the monetary amount which has been
charged by companies from customers against their
product and services.

PLACE -
 The brand is using only direct and offline
channels of distribution in order sale its
summer 2017 holidays to Morocco and
Egypt.

PROMOTION –
 At present Thomas Cook is not really looking
forward to make use of aggressive
promotional strategy and this can cause
obstacles in making the tour successful.

3.2 ASSESSING THE IMPORTANCE OF SERVICE
SECTOR MARKETING MIX
 People- In case of service industry can be
termed as one of the most important of
service sector marketing mix. Thomas Cook
is required to focus on enhancing the skill set
and knowledge base of workers.

PROCESS –
The organizations operating in service
sector are also required to ensure that they
are using effective process for delivering
services to clients, customers and tourist.

PHYSICAL EVIDENCE-
 In order to attract more and more customers,
businesses such as Thomas Cook also needs to
work upon element such as physical evidence.

3.3 THE CONCEPT OF TOTAL TOURISM PRODUCT
 The concept of total tourism product lays emphasis on
the fact that tourism cannot be considered as an
individual industry but it comprises or it is a mixture of
different industries.
 The key industries which have been integrated in the
word tourism are tracking, traveling, hotel, airlines etc.

REFERENCES
 Schuckert, M., Liu, X. and Law, R., 2015.
Hospitality and tourism online reviews:
Recent trends and future directions. Journal
of Travel & Tourism Marketing. 32(5). pp.608-
621.
 So, K.K.F., King, C., Sparks, B.A. and Wang, Y.,
2016. The role of customer engagement in
building consumer loyalty to tourism brands.
Journal of Travel Research. 55(1). pp.64-78.
 Pawaskar, R.P. and Goel, M., 2016. Improving
the efficacy of destination marketing
strategies: A structural equation model for
leisure travel. Indian Journal of Science and
Technology. 9(15).