Consumer Motivation in Travel and Tourism: Thomas Cook Marketing

This report provides a comprehensive analysis of marketing in the travel and tourism industry, using Thomas Cook as a case study. It covers core marketing concepts, the impact of the marketing environment, factors affecting consumer motivation and demand, and principles of marketing segmentation. The report also discusses the importance of strategic marketing planning and the relevance of marketing research. It highlights how Thomas Cook can apply these concepts to enhance its business, considering micro and macro environmental factors, consumer behavior, and market segmentation strategies for destinations like Morocco and Egypt. The analysis emphasizes the need for adapting to changing consumer preferences and economic conditions to maintain a competitive edge and improve profitability. The report concludes by referencing the PowerPoint and poster presentations that further elaborate on these marketing strategies and their practical applications.

MARKETING IN TRAVEL
AND TOURISM

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing in travel and tourism............................................................1
1.2 Impact of marketing environment on individual travel and tourism business.................2
1.3 Factors affecting consumer motivation and demand........................................................3
1.4 Principles of marketing segmentation and its uses in marketing planning......................4
TASK 2............................................................................................................................................5
2.1 Importance of strategic marketing planning.....................................................................5
2.2 Relevance of marketing research and information to managers with reference to given
company.................................................................................................................................6
2.3 Influence of marketing on society....................................................................................7
TASK 3............................................................................................................................................8
Covered in powerpoint...........................................................................................................8
TASK 4............................................................................................................................................8
Covered in poster ..................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
For any country economy tourism plays an important role. Government of a country have
to work in conserving all the heritage and monuments of a country. Apart from them it is a moral
duty of many privately run organisation to contribute their more efforts in protecting these
places. Hence, by consulting this, growth and development of a country is completely dependent
on travel and tourism sector of a country (Butcher, 2010). For making travel and tourism more
effective marketing of such less developed sites is must and this get done by adopting
appropriate steps. Marketing concept lead to support in enhance this sector more rapidly. In this
assignment various marketing approaches are described and how they lead to used in travel and
tourism also discussed over here. Thomas cook is one of large travel agent and they have many
branches over the United Kingdom. Management have to use variety number of marketing
concept for making their business more successful. At first, the principles of marketing in travel
and tourism are described. Also, for enhancing the tourism sector management plays an
important role. Moreover, marketing mix is one of an essential factor for attracting many tourist.
All such things are going to be discussed.
TASK 1
1.1 Core concepts of marketing in travel and tourism
Marketing concept is a philosophy which signifies that an organisation have to identify
their customer needs and demands and then use appropriate techniques to fulfil the needs of them
better than any other competitor (Moutinho, 2011). A satisfying customer is a lifelong asset of a
business through which they can generate high revenue. According to core concept of marketing,
management have to first identify a group for which they are offering their services and then
conduct a research on their wants and needs. Thus, it get measure to census that travel and
tourism industry is one of a largest profit generating sector than any other and contributes more
into that. Government contributes their efforts in improving condition of heritage sites but that's
not enough at all. Some private organisations have to contribute their efforts also in this context.
Thomas cook is one of a largest travelling agent organisation in England. They have to invest
some amount of their profit in development of these heritage monuments so that their customer
get satisfied more and more.
According to marketing concept, there are five major concepts are illustrated:
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1. Production concept
2. Product concept
3. Selling concept
4. Marketing concept
5. Social marketing concept
Thomas cook have to provide their services according to these mentioned elements through
which they can expand their business all over the world and formulate their strategy according to
them (Buhalis and Foerste, 2015). This lead to improve their product quality. By using social
marketing concept, it leads to create an effective network for all over the world which aid in
achieving high cooperation. Apart from using this technique for attracting large number of
visitors, company can use different number of principles to boost the overall profitability of
travel and tourism sector. Thus, these five are consider as core concepts of market which can be
easily apply at travel and tourism sector by reference company.
1.2 Impact of marketing environment on individual travel and tourism business
Marketing environment is consider as all such factors or variables which can affect a
business directly or indirectly. Environment is dynamic is nature and get vary according time.
Thus, it is a duty of managers to actively participate in this context, so that impact of this
changing environment get ascertained. Hence, any organisation success and failure is largely
depend on business environment (Hudson and Thal, 2013). There are mainly two forms of
environment micro and macro. Micro is related with internal activities which are taking place
within an organisation where as macro factors are those which affect any entity very badly. As
per the present business scenario of travel and tourism industry, management have to analyse
their micro environment which support in providing quality services to their users. For this
management have to work on these factors because many organisations are already dealing in
travel and tourism industry as this is one of a largest profit generating sector than any other.
1. Suppliers: According to porter five forces analysis in which suppliers have the high
bargaining power then they lead to charge more. At Morocco and Egypt, these are one of
the most famous tourist destination at all over the world. Management prepare their
prices and strategies according to their suppliers which might affect their customer base.
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2. Customers: Thomas cook have to take care about their each group of customer and
make their schemes according to them. Also, they have to identify their preferences and
choices for product and services which offered by them.
Macro environment also affect business very badly, and it is essential for them to studied this
environment in framing appropriate strategy. For this management have to divide the
segmentation of market in which they have to care about each group. A perfect plan can only be
evaluated by measuring and identifying these groups, their behaviour, psycographic etc.
Also, if the government of Morocco and Egypt are not stable in nature, then this lead to
create a feeling of dissatisfaction between various visitors (Hall, Timothy and Duval, 2012).
Hence, management have to ensure this thing so that their customers can get satisfactory
services.
1.3 Factors affecting consumer motivation and demand
Consumers are the essential component of every business. It is a duty of an organisation
to take care about them and provide satisfactory services to them. Hence, a user only get
motivated for a particular product if responses which are related to that product is good and
appropriate. This tend to aid in increasing the demand of goods and services. At the time when
Thomas cook is offering their services to consumers, management have to identify the needs and
requirement of them and find out the motivation which attract them to perform such activity.
Morocco and Egypt are famous destination at UK and reference company have to adopt
appropriate steps which support them in maximise their business with these elements (Buhalis
and Foerste, 2013).
Consumer behaviour get changed according to time and opinion of others. For example if
a user do not get proper feedback for a particular product then it leads to create a negative
perspective. Thus, motivation level for purchasing such thing get decline. A person get motivated
through when all needs get satisfied in a proper manner but this do not get done. Following are
some factors which include at the time of consumer motivation which are as follow:
1. Price: Essential component which attract every segment of market is value of product. If
price of a package which is provide by Thomas Cook is adequate and in a range of their
users then it leads to motivate groups to purchase that.
2. Preferences: Apart from personal experience about a particular thing, consumer
behaviour also get changed by the opinion of others. If people do not get positive
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feedback about company services then this lead to create in decline of profitability of an
organisation (Huang and et. al., 2013).
3. Along with these, economical condition, political stability also influence consumer and
get motivated through that. If the packages prices are high as according to Morocco and
Egypt then many people get demotivated and do purchase such packages.
Hence, these are several number of factors which affect the consumer demand and motivation
through which profitability of business get decline. Thus, organisation have to conduct a proper
research and take crucial decision for these factors.
1.4 Principles of marketing segmentation and its uses in marketing planning
Planning is an effective measure which enable a company in enhancing their operation. It
leads to increase the chances of making a project successful. For a better and effective marketing
planning, it is compulsory for management to divide all segments according to requirement. If
the done this task properly then it leads to increase the chances of survival more. Management
have to take some important decisions for this context in which they divide all of their customers
according to their nature, needs and characteristics. For this purpose Thomas cook first have to
divide this thing into three market segments which are: Clustered market, homogeneous market
and diffused market (Crooks and et. al., 2011).
In these three market users of company are divided according to their nature. Thomas
cook have to identify this thing and formulate their packages according to such scenario. A basic
description of these three markets are as follow:
1. Clustered market: In this market customers are generally have same characteristics, needs
and requirements. Moreover they demand for a same product also.
2. Diffused market: This market can get understand by the name “diffused” in which whole
people are different from each other.
3. Homogeneous market: In this market all customers are similar in number but they are
different from services, needs and requirements.
Hence, management have to take a knowledge about this market segmentation and then prepare
themselves according to that. This procedure aid them in gaining appropriate level of
profitability and thus they provide more adequate services to their users. For arranging a package
for Morocco and Egypt, company have to make a research on all number of tourist which want to
conduct a trip of these two destinations. Hence, management have to get aware about these
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market and provide services according to consumer preferences. Also, they have to identify the
disposed income level of all users and then offer them packages according to their income. All
these things have to get included by Thomas Cook at the time of preparing a package detail at
presented two destinations.
TASK 2
2.1 Importance of strategic marketing planning
Proper strategy for a business plays a vital role and its contribution in success is high. It is
a duty of every organisation top authority to formulate such strategies which support them in
attain all targets in an effective manner (Goeldner and Ritchie, 2012). According to marketing
concept in which firm have to identify the needs and wants of each segment of market and
provide services according to them.
Hence, Thomas cook have to formulate a strategy which support an organisation to attract
wide range of users. In this context, company have to set some objectives, targets which they
want to attain in near future. All the plans are prepared on the basis of strength, weakness, threats
and opportunities at market. Design of their package are formulate by identifying their rivalries
packages and number of services which are provided by them also have to take in their account.
Strategic marketing plan includes strong goals which company want to achieve in near
future through which they gain a guideline or direction of working. Hence, it usually divide the
business into small segments which company have to fulfil. Thomas cook have to set their
strategic plan in which they first have to measure their weakness, threats and opportunities. As
the rapid growth of tourism industry, company have a chance to expand their business at over all
the world. Hence, they have to work in this perspective and increment of sale is their growth for
one year (Xiang and Gretzel, 2010).
Also, reference company have to divide the functions properly in which they have to
divide their budgets and work in providing effective services to their customers. For effective
service firm can set many customer support care centres, or taking feedback from them so that
they can invest in more such activities which require improvement.
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Ansoff matrix is a part of strategic planning in which company can formulate a design of
their new products which they can introduce at existing market. For new market they can use
merger technique because for many new regions this is not a well settled brand. Hence, company
have to take this thing in their account at the time of strategy formulation because without a
marketing plan company do not lead to survive at market for long term (Evans, Stonehouse and
Campbell, 2012).
2.2 Relevance of marketing research and information to managers with reference to given
company
Managers of a company play a very important role because they gather the information
which is related to market. Also, they conduct a research over there which enable them in
creating appropriate steps for a company. In travel and tourism industry managers have to get
aware about all new trends of market. By applying this technique into business, firms become
able to use new technology which support them in enhance their business. Marketing research
enable an organisation to become aware about taste and preferences of their users. These data
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provide a framework or guideline of working on which whole company work. Hence, firms can
create their offerings according to condition. Managers utilise these sort of data and an
appropriate conclusion get drawn. Marketing research and information provide a framework to
managers of Thomas cook on which they can create such offerings which attract most of their
users (Xiang Magnini and Fesenmaier, 2015).
1. Managers can estimate a cost of each of their project which they want to start. Company
want to create package for summer holiday 2018 at Morocco and Egypt. And for this
they conduct an investigation in which they analyse the each sort of tourist who lead ton
visit over there.
2. Also they have to analyse the cost which is associated with that through which company
can settle down the rates of their packages according to that.
3. This plan is prepared for the next year summer vacation hence, company can compare it
easily with present condition. Thus, for drawing a valid conclusion this process support
them most.
4. If Thomas cook found that the ratio of interested visitors are less then they can formulate
such marketing strategies which attract oriented segment of market.
5. Moreover, company can forecast the chances of success of this project by considering
this factors in their account.
Hence, managers of Thomas cook have to use this method in which the overall target is to
prepare a plan which is for next year summer. By consulting this approach company can gain
better growth and generate high profit.
2.3 Influence of marketing on society
Resources are limited in number and it is a duty of every company to utilise such
resources in an appropriate manner so that none of them get waste. Hence, for creating any
product there is a need of some elements which enable an organisation to produce some quality
products. Selling of goods and services by a firm which have a capacity to satisfy all consumers
needs and wants is known as marketing. Thus, a major outcome which gather through this
statement is that marketing do not take place without society. Management have to use
appropriate steps which enable them in forecasting or providing quality products to satisfy the
needs and wants of users.
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There are variety number of tools are used by an company in their marketing process
which include advertising, sales promotion and public relation. Marketing enable a consumer to
get aware about the product or service which serve by an organisation. Hence, it made a vast
impact on users. Thomas cook is one of the largest travelling agent at UK, and they provide
quality service to their users. Company want to launch a summer holiday package in 2018 for
summer. Hence, they have to use appropriate steps through which it made a positive impact on
general public.
Management have to learn to use all resources properly by not harming the society. They
have to follow some values in which environment care is must. Also they have to follow all the
legal formalities which are associated with that project. Thus, it leads to help a company to
sustain at market for long term. It leads to create a positive image of an organisation in general
public terms.
Marketing plays an effective role and its influence on society is high. If an organisation
do not lead to use appropriate steps of marketing then they are not able to create a link between
them and customer. It leads to bear them high loss and their profitability get decline.
TASK 3
Covered in powerpoint
TASK 4
Covered in poster
CONCLUSION
It get concluded from the above mention report that marketing concept in travel and
tourism industry plays an effective role. Services are the major products which offered by a
company and it is a duty of service sector industry to provide quality services to their users. A
proper planned package have to be provide to all consumers which have some value to them. For
marketing, organisation have to use appropriate marketing strategy for them in which they can
make an awareness about services and packages which provide by company.
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REFERENCES
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Implications for tourism marketing. Journal of Travel & Tourism Marketing. 30(1-2).
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management, and marketing. Routledge.
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tourism marketing. Tourism Management. 36. pp.490-501.
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Intelligence & Planning. 28(4). pp.533-544.
Turner, L., 2012. Beyond" medical tourism": Canadian companies marketing medical
travel. Globalization and health. 8(1). p.16.
Hall, C.M., 2013. Wine, food, and tourism marketing. Routledge.
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Park, J. and Oh, I.K., 2012. A case study of social media marketing by travel agency: The
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