Travel and Tourism Marketing Mix: Issues in Product, Price, and Place

This report delves into the intricacies of the marketing mix within the travel and tourism sector, focusing on the critical elements of product, price, and place. It examines the issues related to product development, pricing strategies, and distribution channels, highlighting the importance of a well-defined service sector mix comprising price, product, place, people, promotion, processes, and physical evidence. The report further explores the concept of the total tourism product, emphasizing the tangible and intangible components that contribute to a comprehensive and luxurious customer experience. By analyzing these key aspects, the report provides insights into how tourism businesses can effectively market their offerings and create value for their customers. Referencing various academic sources, it underscores the need for sustainable tourism practices and adapting to economic challenges within the industry. Desklib offers a platform to explore similar solved assignments and study resources.

Marketing in Travel and Tourism

TASK 3
P3.1 Issues in the product, price, and place
element of the marketing mix

Cont....
A part from it development of the product which is correct and then
making any product more innovative or doing some modifications in they
process of production of the product is also included. Pricing strategies is
the second element of this marketing mix which covers the aspect in
relation to what a customer is required to do or so that he would be able
to get a particular product which is required by them. There are various
aspects which are required to be considered in pricing which will include
terms of delivery, terms of payment, policies and strategies that are
followed including the discount policy, objectives in relation to pricing
and terms on which credit may be extended to others.

P3.2 Importance of service sector mix elements
Service marketing is done by the Thomas cook group to announce their
brands to the customers and the combination of the different elements of
it is known as service marketing mix. The basic features of services are
that they are heterogeneous, intangibles, are perishable and have no
ownership. There are seven p's that together make this mix which are
price, product, place, people, promotion, processes and physical
evidences. In travel marketing major products are used for the tourism
business and are mainly involved in recreational and hospitality services
and all this make this service marketing mix a unique mix.

P3.3 concept of the total tourism product
to an individual tourism
business
On the basis of the tasks or activities that are performed at a
specified destination there are certain tangible and intangible
components that are referred to as total tourism product. It means
there are certain activities that are required to be performed at the
different destinations so that a luxurious experience can be created
for the consumers at their individual level. In case of a total tourist
product all the services which a customer consumes on their trip are
combined and considered. There are several components included in
total product concept.

References
Perch-Nielsen, S., Sesartic, A and Stucki, M., 2010. The greenhouse gas intensity of the tourism
sector: The case of Switzerland. Environmental Science & Policy.13(2). pp.131-140.
Ramayah, T., Lee, J.W.C and In, J.B.C., 2011. Network collaboration and performance in the
tourism sector.Service Business.5(4). pp.411-428.
Ritchie, J.B., Amaya Molinar, C.M and Frechtling, D.C., 2010. Impacts of the world recession and
economic crisis on tourism: North America.Journal of Travel Research.49(1). pp.5-15.
Scott, D., 2011. Why sustainable tourism must address climate change. Journal of Sustainable
Tourism.19(1).pp.17-34.
Scott, D., Peeters, P and Gössling, S., 2010. Can tourism deliver its “aspirational” greenhouse gas
emission reduction targets?. Journal of Sustainable Tourism.18(3). pp.393-408.