Marketing in Travel and Tourism: First Choice Summer Deal Analysis

This report delves into the core concepts of marketing within the travel and tourism sector, examining the impact of the marketing environment, consumer motivation, and market segmentation. It analyzes strategic marketing planning, the importance of market research, and the influence of marketing on society. The report further explores issues related to the marketing mix elements of product, price, and place, emphasizing the service sector mix and the concept of a total tourism product. Finally, it assesses the integrated nature of the promotion mix and outlines a promotion campaign for First Choice's summer deals. The analysis covers various marketing principles and their applications within the context of the travel and tourism industry, providing a comprehensive overview of the subject.

Marketing in travel and tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concept for marketing in travel and tourism sector......................................................1
1.2 Impact of marketing environment on travel and tourism businesses....................................1
1.3 Factors affecting consumer motivation and demand in travel and tourism sector................1
1.4 Principles of marketing segmentation and its uses in marketing planning...........................1
TASK 2............................................................................................................................................1
2.1 Importance of strategic marketing planning for selected business and destination as well..1
2.2 Relevance of marketing research and market information to managers in travel sector......2
2.3 Influence of marketing on society.........................................................................................2
TASK 3............................................................................................................................................2
3.1 Issues in the product, price and place elements of marketing mix with reference to
company......................................................................................................................................2
3.2 Importance of service sector mix elements to travel and tourism sector..............................3
3.3 Concept of total tourism product to an individual tourism business.....................................4
TASK 4............................................................................................................................................4
4.1 Assess the integrated nature and role of promotion mix.......................................................4
4.2 Plan and justify integrated promotion campaign for first choice summer deal 2019 ..........5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
For any nation economy tourism assumes a vital part. Administration of a nation need to
work in preserving all the legacy and landmarks of a nation. Aside from them it is an ethical
obligation of numerous secretly run association to contribute their more endeavours in ensuring
these spots (Buhalis and Foerste, 2013). Thus, by counselling this, development and
advancement of a nation is totally subject to movement and tourism part of a nation. For making
travel and tourism more compelling advertising of such less created destinations is must and this
complete by embracing proper advances. Advertising idea prompt help in upgrade this part more
quickly. In this task different advertising approaches are portrayed and how they prompt utilized
as a part of movement and tourism likewise examined here. First Choice is one of a newly open
travelling group in UK whom used to facilitate and launch campaign of summer holiday 2019 at
Turkey and Spain. Administration need to utilize assortment number of showcasing idea for
making their business more fruitful.
TASK 1
1.1 Core concept for marketing in travel and tourism sector
There are various approaches which has to be used by company to perform activities in
better and effective way. There are various policies which has to be done in better and effective
way. There are various changes which has to be taken and then it helps in achieving business
objectives. There are main requirement of various changes which is requirement of change in
techniques. First choice is big brand in travel and tourism sector, this is effective due to change
in customer demand and hence organisation can analyse market through use of change in
policies.
Marketing is one of the segment which is most important to achieve profits and this can
be effective due to change in policies. There are five concept of marketing, they are- selling,
production, product, selling, social marketing concept, so it is important to consider all of them
so they can achieve targets in better and effective way. First choice frame policies through which
they can achieve targets in better way, this is effective due to change in policies of market. There
are many strategies through which they can assign task to appropriate person and correct time
(Buhalis and Foerste, 2015).
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These days scope of travelling is increasing hence competition also increase. So there is
requirement of policies which are affecting business in better and effective way. These above
mention marketing concept has to be considered so through this marketing manager of First
Choice organisation can adopt best and effective way. There are changes in demand of customer
as per change in requirement, need, age, purpose, etc. so through marketing they can analyse
change in better and effective way and get positive impact on business operations.
1.2 Impact of marketing environment on travel and tourism businesses
Marketing means to perform activities to increase sales and profits. There is requirement
of policies which can be done in better and effective way. As per choice of managers they can
analyse market and then alter policies. There are many changes which are taking place in tour
and travel business so they can achieve targets in better and effective way (Butcher, 2010). It is
not possible for First Choice to apply all changes so they must adopt changes which are effective
and efficient to prefer, changes which assist to achieve goals and objectives of association. These
days there are many changes taking place in tour and travel business so it is important to make
strategies which are efficient in achieving goals. First choice must analyse need of customer
through which they can plan travelling packages. There are main role of marketing manager to
frame customised packages which help to give satisfaction.
There are many changes which are required to make business growth. There are many
marketing techniques which can be used to make policies achievable and it is essential to make
select source which are effective to perform actions in effective manner. Business runs in
society, so it is important yo change policies and this can be achieved in effective and efficient
manner. Marketing means to delivering knowledge about services of product of First Choice. In
case of change in feature of travelling packages of First Choice then it must be delivered to
public so they are ready to avail it.
1.3 Factors affecting consumer motivation and demand in travel and tourism sector
Travelling business has more demand in vocations and in weeding seasons, so they must
come with innovative ideas which help to achieve goals and objectives. There are many factors
which has to be evaluated before making any changes in business. First Choice consider these
factors so they have good image in market (Crooks and et. al., 2011). Customer behaviour alters
as change in travelling plans. So marketing manager has to apply policies which are effective to
know what can be done to get better results. There must be policies through which they can
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analyse by marketing. They must know what is demand off customers, if there is trend then it
must be effective to achieve targets. Factors which affect customer motivation, behaviour are as
follows-
Price- Cost of travelling is one of the best measure, which affects customer demand. First
Choice must consider their cost be effective and hence it is important to analyse changes and
then they can achieve sales targets. These days there are varieties of customer and they have
different motto behind travelling, so demand can be satisfied.
Preference- It is important to know preference of customers, through this they can
achieve targets ion better and effective way (Dasgupta, 2011). There are policies which are
effective to achieve business objectives. There are many changes which can be done in specific
and pre determined matter.
1.4 Principles of marketing segmentation and its uses in marketing planning
Planning is one of the basic concept which has to be considered in market, there are many
policies which can be done by top level management of company. There are many policies which
can be achieved in better and effective way. As per change in policies, then there must be proper
planning and due to alteration in policies they can achieve goals and objectives in better and
effective way.
There are mainly three market segmentation, which are discussed as under-
Clustered market- In this market there is interrelation between demand and requirement
of customers. It is beneficial for company which is effective to achieve targwets in better and
effective way.
Diffused market- In this there is difference in demands, so manager has to plan different
strategies for all. There is more requirement of managerial skills and techniques.
Homogeneous market- In this market, there is similarity in demands and hence this is
less costly and this helps to generate more profits (Evans, Stonehouse and Campbell, 2012).
These segmentation help management of First Choice to plan activities which helps to
reduce cost and time an d helps to achieve profits. They can compete with other firms and this is
beneficial to achieve targets,. As per change in techniques it must be delivered to workers also.
Motivation of workers is one of the important component which help to give satisfaction to
workers as well as customer.
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TASK 2
2.1 Importance of strategic marketing planning for selected business and destination as well
Strategies are a core part of business which enable and facilitate to draw things better and
in effective manner. Thus, strategic marketing plan is a process through which better strategies
get crafted in order to execute marketing process better and effective so that better delivery of
products get done in a better and definite manner. Whenever a business want to communicate a
new thing at market world there is a need to evaluate and formulate better strategies.
Strategic marketing plan includes about formulation of objectives and goals with
supportive targets which a firm want to accomplish in near future course. Along with this, it will
also include appropriate and suitable marketing strategy so that better and efficient outcome
could be drawn (Goeldner and Ritchie, 2012). In context of First Choice whom want to launch a
holiday summer package 2019 for their clients. Thus, management need to understand its
importance better and in effective frame so that beneficial attribute could be drawn in long
period of course. Importance of strategic marketing plan signify as follow:
 It enables First Choice to design strategies for their package of holiday for 2019.
 Enable in evaluating strength of their project so that better launching get done
 Define appropriate marketing strategy so that effective and efficient outcome could be
frame.
Thus, with this consideration and understanding of strategic marketing plan, management
of First Choice could become able to deal with things in better and definite frame of course. This
will enable them and lead in managing things better and in supportive manner.
2.2 Relevance of marketing research and market information to managers in travel sector
Managers are known as the individuals that formulate effective policies and strategies for
business enterprise so firm can attain its set goal and objective in adequate manner. It is very
important that for take right decisions they should have proper and relevant information related
with market. In context of travel and tourism sector it is very important that firm should have
knowledge about current and new trends of market. With this, firm can use appropriate tool and
right technology for undertake its business operations (Hall, Timothy and Duval, 2012). For this,
research is one of the tool which help manager and make him aware about what's going in
market. This provide an opportunity to firm to manufacture better and effective products to its
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customers for satisfy their needs. With help of marketing research, managers of First Choice can
grasp the attention of large number of individuals.
1. As entity wants to formulate a holiday package for Turkey and Spain so manager can
estimate the cost of whole project. Research can be carry out by entity through which
company can enhance its understanding about the individuals who may visit there.
2. Ascertain the cost of whole project is very essential as with this, entity can set the price of
its tour packages.
3. If entity determine that visitors that will visit the destination is low then it is important for
formulate effective strategies to influence more individuals to visit the place.
In this way company can attract large number of customers and at the same time can
increase the percentage of its growth rate (Huang and et. al., 2013).
2.3 Influence of marketing on society
Every firm remain responsible to use all available resources and funds in an optimum
level so their wastage can be minimised. Various factors are there that require to be consider by
firm for manufacture quality products and services. Marketing is known as the process that can
not take place without society. Different tools and techniques are there that can be use by First
Choice for undertake process of marketing. Public relation, advertising, sales promotion and
many more are the major tools that can be use by firm. One of the main feature of marketing is
that it help firm in make the customers inform about its products and services and persuade them
to purchase the same. As entity wants to launch a summer camp so the steps required to made a
positive impact on public can be understood by the following:
It is very essential for firm to ensure use of all funds and resources in an way that it does
not harm the society (Hudson and Thal, 2013). Further, all rules and legislations are require to be
follow by firm as this provide various benefits to entity. All this help in create and maintain a
positive image of firm in market. Marketing is the activity that largely affect the actions and
decisions of customers. Step by step process should be use by firm for increase the effectiveness
of marketing activity and to create a link between customer and firm.
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TASK 3
3.1 Issues in the product, price and place elements of marketing mix with reference to company
Promoting blend assumes an imperative part in expand the offers of a business (Hall,
Timothy and Duval, 2012). In any case, a portion of the time there are a few number of issues get
emerges which influence business element most. In movement and tourism division organization
administrations are their item. First Choice will going to provide holiday summer package 2019
to all their clients at Turkey and Spain. Thus, business need to determine all major issues and
problems which arise in working. Thus, with marketing mix certain number of issues and
problems also get associated which need to understand and determine in better and effective
manner of frame:
1. Product: It is the most imperative part of business since when an item sold to their
purchaser it brings some an incentive back (Huang and et. al., 2013). It is an ethical
obligation of organization when they resale item or assembling another item,
administration need to maintain their emphasis more on getting consideration of clients.
First Choice have to understand this fact in determine and suitable manner so that they
could made their package differ from others. This will facilitate them to focus more on
summer holiday package of 2019 so that effective and efficient gain could be drawn.
2. Price: Another essential part of business is their cost. Distinctive associations utilize
different evaluating procedure and it is fundamental for them to view cost of every single
item. Value which can be offered by client need to consider and for this a legitimate
research need to complete. Additionally, organization need to mindful about such
estimation of same item which is serve by their rivals. Their competitions esteem for
same item can prompt make some issue for them in which their business may endure
some misfortune. First Choice have to evaluate their rivalries prices of package of
summer holiday 2019 so that they could deliver it on differ prices or value as compared
with their major competitors. This section enable and support in gaining competitive edge
so that better package could design for Turkey and Spain.
3. Place: Services are such things which can fulfil their client needs and wants better. Be
that as it may, similar to item it don't get conveyed starting with one place then onto the
next (Hudson and Thal, 2013). It is generally produced at one place and conveyed at
same time. First Choice have to deliver such course of products and services with definite
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places. Like they can provide their clients online tickets and information which assess
and understand them easily. Along with this, they can also provide a print package so that
each and every individual get better knowledge.
3.2 Importance of service sector mix elements to travel and tourism sector
Travel and tourism is a one of a service sector industry where services are the ultimate
thing for facilitating things better and effective in nature. Thus, service sector mix is helpful in
order to manage and frame better things in nature. Travel industry enable and support in
satisfying each and every guest or client better so that determined outcome could be drawn.
Before delivering of services used to take place, it is really essential to evaluate marketing mix
better so that chances of deriving beneficial gain could become possible (Molina, Gómez and
Martín-Consuegra, 2010).
Service sector marketing mix involves three more sections which are people, process and
physical evidence. In such streamline, First Choice have to determine that people whom engage
in this project are stakeholders where some of them are employees of a company where as few
are customers. This assist and support them in delivering better and effective services in nature
of frame. They apply personal selling process where each and every client get effective and
suitable services in frame. Along with this, First Choice provide appropriate bill in regards with
the trip of package in Turkey and Spain. This will assist in providing effective and suitable
services to all clients in order to determine and deliver better services.
3.3 Concept of total tourism product to an individual tourism business
Total Tourism Product incorporates all such thing which are identified with going of
outing. In this specific situation, it begins with arranging of excursion covering different goals,
spending plans which is related with that and so forth. Every one of these things are incorporated
into add up to tourism item and Thomas cook need to chip away at this viewpoint quickly by
recognising the requirements and needs of different clients. It is their obligation to mastermind a
transportation office to each gathering with the goal that their fulfilment level get amplify.
Where as then again singular tourism business incorporates single part of business. Like they just
work in giving settlement office or some other administration. Yet, as indicated by introduce
world situation, tourism industry work turn out to be wide with the goal that all clients issues get
dealt with successfully and there is just need to get want of shopper (Moutinho, 2011).
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First Choice need to manage and craft such kind of package at Turkey and Spain which
facilitate them to maintain effective and efficient consideration. Here, they have to design each
and every single thing in a suitable manner so that clients would get understand the aspects better
and in suitable manner. This result in providing beneficial and effective gain in nature so that
effectiveness and efficiency could be manage and maintain. Turkey and Spain 3 nights and 4
days package is a total tourism product which includes about variety of services as well and trips
like bull fighting, la to ma tina festival. This will bring down better and effective gain in
response to clients as well as beneficial gain could be drawn.
TASK 4
4.1 Assess the integrated nature and role of promotion mix
An integrated process is one where each and every consideration start working together
so that a common cause could be accomplish in better and determined manner. An integrated
nature of working at workplace enable management to manage their performance and keep
competitive in frame so that better and efficient outcome could be assess for long period of
course. Hence, with effective combine working objectives become possible to achieve as well as
improve and better results could be deliver in a supportive course of moment. First Choice need
to integrate their process in a definite manner by utilising promotion mix in their operations so
that better and determined outcome could be resource. First choice will going to organise a
summer holiday package for 2019 campaign at Turkey and Spain. Hence, management want to
consider such attribute properly so that they could launch this project for clients in better and
definite frame of manner.
Thus, for promoting their package regarding summer holiday 2019 at Turkey and Spain
promotion mix get utilise better. A promotional mix enable and support in defining things better
and effective in nature so that efficiency could be maintain and manage properly. A promotional
mix enable and support in defining things properly by utilising advertising, sales promotion,
personal selling etc. Certain are few number of promotion mix for First Choice in order to
promote their summer holiday package 2019 at Turkey and Spain define as follow:
4. Advertising: One of a major thing which enable and facilitate to made package available
and aware to each and every individual is advertising. First Choice could go with print
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media advertising so that they could facilitate effective and better advertisement of
project.
5. Public relation: Another thing which facilitate and enable in made package available to
each and every individual is public relation (Xiang and Gretzel, 2010). There is a need to
maintain and manage better relationship with clients and provide effective and better
information to them. First Choice have better relationship with each and every individual
better so that their package availability get done in a determined manner.
6. Personal selling: First Choice need to maintain and manage a personal selling process.
First Choice have to made their package information available to each and every
individual through personal selling so that they could become able to facilitate effective
and suitable gain in nature. This personal selling enable them in accomplish target better
and in supportive manner where Turkey and Spain become possible in nature (Xiang,
Magnini and Fesenmaier, 2015).
4.2 Plan and justify integrated promotion campaign for first choice summer deal 2019
Planning is an essential component of business which have to understand properly and in
determined manner. Thus, before executing any new kind of project, there is a need to launch
integrated marketing campaign. First Choice wants to launch a project of holiday summer
package 2019 at Turkey and Spain so that beneficial attribute could be drawn. In such aspect,
whole project required to made aware to target client so that chances of providing beneficial
services could become possible. Plan in such attribute is describe and define as follow:
 Summer deal 2019 includes about 3 days and 2 nights stay
 Hotel facilities will be A class where world top class amenities could be provided in
Spain and Turkey at both.
 It also includes a trip to see bull fight and la to ma tine festival.
This is a information which includes in the package and need to understand by each and
every individual of First Choice while promoting this (Buhalis and Foerste, 2013). This get done
via effective consideration where personal selling is one of a kind of suitable approach. This
going to assist in drawing beneficial and effective gain in nature.
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