Marketing Strategies and Consumer Behavior in Travel and Tourism

This report examines the application of marketing principles within the travel and tourism industry. It begins with an introduction to marketing concepts, emphasizing the importance of understanding target audiences and their needs. The report then delves into the impact of marketing on the industry, highlighting the influence of both internal and external environmental factors, such as competitors, technology, and demographics, on travel agencies. Market segmentation is discussed in detail, with an emphasis on geographic, behavioral, and psychographic segmentation strategies. Furthermore, the report explores the factors that influence consumer motivation, including personal, social, and emotional aspects, as well as the impact of government policies and economic changes. The model of consumer behavior, including loyalty, psychology, and sociology, is also analyzed. This comprehensive overview provides insights into how marketing strategies are developed and implemented to meet the evolving demands of the travel and tourism sector, using examples like TUI Group to illustrate key concepts and strategies.

Marketing in Travel and Tourism
Introduction
Concept of marketing is identifying the want and need of the targeted
and segmented group. It is very important for the company in order to
achieve maximum amount of capital by satisfying clientsclient’s
requirement. Along with them, tourism means to render effective
services to those visitors who are take leave for the short duration
from where they really live.
Factors affecting consumer’s
motivation
Market segmentation is identifying as an effective process of
classifying a marketplace of potentials clients into segments or
groups which is based on various characteristic. This
classification developed areThis classification developed is
composed of customers who will react similarly to strategies of
marketing and who share traits like locations, needs or interests.
Market segmentation is classified into four parts which are
determined as below:
Geographic segmentation: This part assists the business
entity in order to classify market as per the geographic criteria
and attract clients accordingly. It is highly used by TUI Groups
for example: TUI Group renders its new tour package to Spain
and Turkey chiefly to United stateUnited States based individual.
Behavioural segmentation: It is another classification
of market which is mainly based on the basis of customer’s
attitude, behaviour, loyalty status and knowledge towards
services or products which are offer by company. For example:
TUI Group can target its potentials and brand loyal audience first
to take innovative and effective package.
Psychographic segmentation: Under this, market is
classified as per the psychology, interest and life style of client
that highly effects them to make buy. For example: TUI Group
provideprovides high end services or new products through
Psychographic segmentation which assist them in reaching those
clients who are ready to purchase luxurious or comfortable
services.
By evaluating the update of motivation factor in the
travel and tourism industry, the desires and needs of the
clients are predicted. These assist in developing effective
tour packages of the visitors and the arranging for their
marketing. There are some factors that effects on
motivation such as personal, social and emotional. Some
another aspect such as government policy like fiscal and
monetary that highly influence on business operations
and functions of TUI group. Any changes in the currency
of country that also impacts on the profitability and sales
of the tourism sector. From the same, any modification in
such factors effects on tourism demand which are
determined as below:
Model of consumer behaviour: This framework includes
some points such as loyalty, psychology and sociology.
These are described as below:
Loyalty: Under this, some customers are loyal
towards the organisation and stick on the single products
or services. Clients who are satisfied or contented by the
tourism products which are offer by TUI Group. So trust
of the customers on this business is good and prefertrust
of the customers on this business is good and prefers such
packages.
Psychology: It is identified as a study of human
mind and its functions that highly effects on its
behaviour. In this mind-set of the customers about
business services, products, place and process highly
effects on its motivation. So, to fulfil the consumer
requirement and to finish them for taking to other
company, TUI group provides new offers at reasonable
prices.
Sociology: It is another part of consumer
behaviour model that identifying the buying trends of
customers. In dynamic marketplace, different challengers
are existing with the innovative product or services and
trying to persuade that they providing best. Thus,
Impact of marketing
environmentMarketing environment is an effective combination of internal and
external factor that effects on business operations. With the help of
this elements an enterprise easily understands about their micro and
macro elements. Both factors are highly influence the working and
functioning of travel agencies. These are including some points which
are determined as below:
Internal environment: These factor controlled by the
company in an effective and systematic manner. Different chances
and variation which are occur within an organisation known as
internal factor. In TUI Group holiday package, this environment
considerthis environment considers consumers, intermediaries,
competitors, suppliers etc. some of these determined below:
Competitors: These are the part of external environment but they
highly effect inside the business. If a challenger offers such sensible
tour offers to the clients, TUI may lose his target and well- build built
customer's customers so, as a marketing manager responsibility is to
understand regarding the market and modify their offers according to
new trend.
Technology: In the scenario of technology advancement, the
company gets influenced. Entire change information or data on online
is not ingress by the public easily. Large number of person are still
does not understand about how to operates technology. Thus, it highly
effects on business functions and operations.
Demographic: It is a part of factor that includes variation in
the trends and destinations. By this reasons customers are highly