Marketing in Travel and Tourism: Analyzing Issues and Service Elements

This report provides an overview of marketing in the travel and tourism industry, focusing on key issues within the marketing mix, the importance of service sector mix elements (people, process, and physical evidence), and the concept of the total tourism product. It highlights the ethical considerations, research problems, and distribution channel issues encountered in international tourism marketing. The report emphasizes that tourism is a cluster of industries, including hotels, airlines, and travel agencies, all striving to deliver exceptional customer experiences. The conclusion underscores the vital role of marketing in achieving organizational goals and the essential nature of the total tourism product concept in the hospitality sector. This resource is available on Desklib, a platform offering a wealth of study materials for students.

Marketing in Travel and Tourism

COVERED CONTENTS
• Introduction
• Issues in marketing mix
• Importance of service sector mix elements
• Concept of total tourism product
• Conclusion
• References

Introduction
Tourism is a very largest organization expanded across
national boundaries for serving various tourist groups. In
fact they adopt various methods of promoting products at
international level by considering taste and preferences of
various customers.

Issues in marketing mix
Barriers in merchandising mix are mentioned below :-
 Ethical issues
 Research problems.
 Issues in distributing channels.

Cont....
Traditional P's of marketing mix are mentioned below :-
 Product
 Price
 Place
 Promotion

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Importance of service sector mix elements
Services are intangible in nature which consist of extended
marketing mix stated as follows:-
 People
 Process
 Physical evidence

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Concept of total tourism product
Although tourism is an individual unit but it is cluster of
numerous industries which covers hotel, airlines, travel
agency etc. Every sector believes in providing best
services to their customers. In fact product of tourism is
an experience gain by millions of visitors.

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Conclusion
From the above report, it can be summarized that marketing
plays an eminent role in attaining goals and objectives of
firms by resolving the issues of marketing mix. Apart
from this it also highlighted total tourism product which
is one of a essential concept in hospitality sector.

REFERENCES
Biggs, D., 2011. Understanding resilience in a vulnerable industry: the case of
reef tourism in Australia. Ecology and Society. 16(1). p.30.
Biggs, D., Hall, C. M. and Stoeckl, N., 2012. The resilience of formal and
informal tourism enterprises to disasters: reef tourism in Phuket, Thailand.
Journal of Sustainable Tourism. 20(5). pp.645-665.
Butler, R. W. and Russell, R. eds., 2010. Giants of tourism. CABI.
Croce, E. and Perri, G., 2010. Food and wine tourism: Integrating food, travel
and territory. Cabi.