Tourism and Travel Management: Marketing in Turkey and Spain

This report examines the application of marketing principles within the travel and tourism industry, specifically focusing on First Choice's operations in Turkey and Spain. It begins by exploring the core concepts of marketing, including buyer behavior and market segmentation. The report then analyzes the impact of the marketing environment, both micro and macro, on travel businesses and the factors influencing consumer motivation. It also delves into strategic marketing planning, marketing research, and the influence of marketing on society. Furthermore, the report assesses the issues related to the product, price, and place elements of the marketing mix, as well as the importance of the service sector mix. Finally, it addresses the integrated nature of the promotional mix and proposes a promotional campaign. The report provides a comprehensive overview of marketing strategies and their practical application in the context of travel and tourism.

Tourism and Travel
Management Turkey and
Spain

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.1 Core concept of marketing in travel and tourism sector......................................................1
P1.2 Impact of the marketing environment on individual travel and tourism businesses...........2
P1.3 Factors that affect to the consumer motivation and demand of travel and tourism sector. .3
P1.4 Principles of market segmentation and uses in marketing planning at First Choice...........3
TASK 2............................................................................................................................................4
P2.1 Importance of strategic marketing planning for selected travel and tourism business and
tourist destination.........................................................................................................................4
P2.2 Relevance of marketing research and market information to managers in the travel and
tourism sector...............................................................................................................................5
P2.3 Influence of marketing on society.......................................................................................5
TASK 3............................................................................................................................................6
P3.1 Issue in the product, price and place elements of the marketing mix with selected
business........................................................................................................................................6
P3.2 Importance of service sector mix elements to the travel sector...........................................7
P3.3 Concept of total tourism products to an individual tourism business.................................7
TASK 4............................................................................................................................................8
P4.1 Integrated nature and role of the promotional mix..............................................................8
P4.2 Plan and justify integrated promotional campaign..............................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Travel and tourism management activities considered important role in the country. In
this regard, several benefits implemented at workplace of the country and focuses on innovative
ideas and systematic work. This will create specific message that made to attract customers at
workplace (Baum, Chung and Woodside, 2015). In this regard, plan also made that helps to
focus on the accomplishment of desired results. Present report is based on First Choice which
consider their new operations and functions in Spain and Turkey to attract customers with
developing outcomes. They develop plans and packages with consider booking services, flights
booking, etc. Different facilities consider through they are able to deliver significant advantages.
For gaining insight information of the present report, it covers core concept of marketing in
travel and tourism sector. Furthermore, it includes strategic marketing environment for
individual and develop more significant outcomes. In addition to this, issues are also identified
that are existed in marketing mix of travel and tourism consideration.
TASK 1
P1.1 Core concept of marketing in travel and tourism sector
In the travel and tourism consideration, there are different core concepts has been
implemented by First Choice. They define in the following aspects:
 According to the American Marketing Association, there are different set of actions,
process, communication, exchange of offers, demonstrated which create value in
marketing consideration.
 In addition to this, another marketing concept includes buyer decisions that involved in
First Choice to manage their functions and operations. Different orientation assists to take
significant advantages which helps to take proper support by coordination, competitors,
etc. In the travel and tourism sector, organisation consider their experience in
international and domestic tourism.
 According to the modern concept, small business develop in order to grow to maintain
competitive enterprise. In this regard, it is important to focus on the attainment of aims
and objectives. As results, they launch holiday packages. Market activities are also
developed with ICT and operations considered with actions are taken with procedure and
systematic results.
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 Furthermore, cross functional orientation determines with procedure which includes
different resources such as coordination, resources, etc. with ascertain marketing
information. It assists to focus on the First Choice to increase their performances in
Turkey and Spain.
 As per the concept of sustainable development, it can be depict that planning by the
chosen business need to determines successful operations and functions that could be
regulated to deal with the new areas where they operated (Baum, Chung and Woodside,
2015).
P1.2 Impact of the marketing environment on individual travel and tourism businesses
Travel and tourism activities consider by the one business which stand and constrained in
the marketing environment. With this regard, there are different aspects has been taken that helps
to concentrate on the variables which influence directly and indirectly. Furthermore, it has been
determines that micro and macro aspects of the environment consideration also create major
impact on operations and functions. They determine in the following aspects:
 Micro environment: Micro environment consider internal variables that are control by
management in First Choice. In this way, culture, structure, suppliers, customers, etc.
included. All these elements helps to attain more significant advantages and it could be
affect to profitability, maintenance, etc. (Brandon-Jones, Lewis and Walsman, 2016).
Hence, customer demand also satisfy to focus and perform systematic results at
workplace.
 Macro environment: Beside this, macro environmental elements beyond the control of
management. Therefore, it includes demographic, political, social, etc. elements that
create major impact on the enterprise. The selected enterprise also need to concentrate to
consider strategic analysis. Hence, effect of performance could be assess easily. For
instance, it includes demographic forces that are impact on nation such as age, income,
education, region, etc.
In the Turkey tourism activities well developed that increase advantages as well. In this
sector, 8% of total GDP collected by tourists. Hence, areas consider free trade agreement which
helps to support functions and operations in systematic manner. Political stability and economic
outcomes of the country also consider positive impact on the results in systematic manner. Along
with this, in Spain developed tourism activities has been considered which provides diverse areas
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of the activities. Unique features, tourism attraction also developed successfully that helps to
concentrate on the perfect and systematic work.
P1.3 Factors that affect to the consumer motivation and demand of travel and tourism sector
In the market, there are different types of customers exist who possess distinctive
demand. As results, First Choice need to determines successful operations and functions in
desired manner to concentrate on the responsibilities and understand successful results.
Following are certain factors create major impact on the travel and tourism: Cultural factors: Customer behaviour is the major consideration which create impact on
the travel and tourism sector. Hence, First Choice influenced by the different elements
such as social class, etc. Culture is the element of each aspect which develop demand and
requirement. It influences purchasing behaviour of person which differ from nation to
nation (Mariani, Buhalis and Vitouladiti, 2014). Social factors: Social factors determines different kinds of elements such as reference
group, role, status, family, etc. Because of the different age group which signifies towards
purchasing power of customers with services and booking in First Choice. Along with
this, occupation differ from person to person.
 Personal factors: In this consideration, there are several elements implemented which
create impact on buyer behaviour. In this regard, it is important to focus on the different
perspective such as motivation, attitude, learning, leadership, etc. (Brandon-Jones, Lewis
and Walsman, 2016). Different ideas, views, perception, etc. also need to determine that
maintain attention, distortion.
P1.4 Principles of market segmentation and uses in marketing planning at First Choice
In the market, travel and tourism activities consider different kinds of categories which
helps to consider important plan and divide market as well. As per the customer satisfaction,
First Choice need to focus on their requirement. It will help to consider proper segmentation in
market on the basis of similarities, relationship, commonalities, etc. Main aim and objective of
the market segmentation is to focus on resource implementation which differ from another
perspective. It can be defines as follows:
 Geographical segmentation: As per this segmentation, First Choice need to consider
division of market which defines geographical areas such as resources that are good for
the regions in consumer characteristics.
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 Psychographic segmentation: In this aspect, the selected enterprise need to include
segmentation of the whole market as per the lifestyle, attitude, value, etc.
 Demographic segmentation: Demographic segmentation consider by First Choice which
includes different aspects such as educational level, social class, gender, etc.
In respect to consider systematic work performance, it is important to conduct market
planning. In this way, method determines to use qualitative and quantitative information which
taken variables, needs, behaviours, etc. (Chen, Lai and Lin, 2016). All these aspects collect and
refers for tourist typology in systematic manner. In respect to maintain interactive tourist
typologies, First Choice consider ideas that are more concerned in the country.
TASK 2
P2.1 Importance of strategic marketing planning for selected travel and tourism business and
tourist destination
In the market consideration, climate determines in the travel and tourism industry to
focus and carry with modifications. In the process, strategic planning, First Choice consider
planning with scrutinizing the country environment which take place to operate different
functions and operations (Brandon-Jones, Lewis and Walsman, 2016). Furthermore,
environment, competitors, strength, etc. elements are identified that helps to concentrate on the
actions which enable to understand competence and formulate strategy to enter into the new
areas. Along with this, leadership direction and framework helps to manage competitive results
at workplace in the areas. Following SWOT analysis consider at workplace:
 Strength: In the selected enterprise, there are different kinds of opportunities consider in
travel and tourism activities. In the selected travel and tourism aspect, there are more than
30000 employees are working who possess different background. Merging with the
different travelling sector assists to gain large market in consideration of customer
increasing. They consider more than 2000 areas where customers could be attracted
easily (Mariani, Buhalis and Vitouladiti, 2014).
 Weaknesses: Instability in the Turkey create issue to First Choice so that problems will
be solved to focus and solve issues as well. In respect to make continuously growth, the
chosen business unable to get significant growth in different areas. Financial market is
also weak so that it create negative impact.
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 Opportunities: With the help of consider new tour packages in online consideration,
tourism industry consider big growth. As results, online activities helps to that helps to
gain positive advantages.
 Threats: In respect to gain systematic results, First Choice face issue of threat due to high
competition in new areas. There are different competitors exit that possess their activities
to increase tourism (Lee, Packer and Scott, 2015).
P2.2 Relevance of marketing research and market information to managers in the travel and
tourism sector
In the First Choice, following are marketing information consider that is important to
create proper link with customers:
Identification of opportunities: In order to consider marketing research, First Choice
need to assess market trends and demand. In this way, they are able to complete their different
purposes with evaluate market. Specific message helps to increase innovation (Rittichainuwat
and Rattanaphinanchai, 2015).
Development of the new market entry strategy: Information of the marketing
environment helps to consider systematic results and outcomes as the important goals. Hence,
First Choice need to assess their competitors and maintain effectiveness as well in Turkey and
Spain.
P2.3 Influence of marketing on society
Marketing considers several aspects in the society that impact on society in systematic
consideration. It considers different forces in drive that make successful operations in marketing
activities. Consumerism activities helps to protect adherence with strict regulations that
determines by government. These elements aid to complete social responsibility and develop
more benefits at workplace. Communication aspect also develop to attain desired goals and
creative ideas at workplace (Sharpley, 2014).
In addition to this, it is also useful perspective that helps to maintain awareness of society
with consider different policies and niche in the market. It will help to ensure that environment
aspects will be protected that consider performing several tasks.
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TASK 3
P3.1 Issue in the product, price and place elements of the marketing mix with selected business
Marketing mix consider important aspect in the business, there are different set of
controllable, tactical marketing activities determines to make successful results in the business.
Hence, First Choice need to focus on the different aspects of the company that helps to generate
systematic work performance. It considers several elements that create impact and influence to
creation. With the help of tools, it can be stated that market plan and execution implemented in
successful way (Xu, Buhalis and Weber, 2017). Hence, following consideration included at
workplace of the business in systematic manner:
 Product: In the First Choice products consider attract customers in the business. Main
issue which occurs in front of the chosen business related with their products is lack of
unique features so that it impact negatively on the outcomes.
 Price: Price element related to the amount which helps to attract customers to pay proper
attention for it. Package which created by the selected business is very costly so that in
Turkey and Spain they are unable to attract people (Bujosa, Riera and Torres, 2015).
 Place: Place consider activities to attract customer at particular area as per their fulfilling
needs and requirements. Different activities has been considered to attract several
candidates at workplace. However, issue with First Choice has been take place is that
they are not provided timely services to their customers.
 Promotion: Promotional activities helps to focus on the actions that are taken on the
basis of interaction with systematic plan. In this regard, features and benefits
implemented to encourage them to buy products. Main issue which exist in the enterprise
is that successful promotional activities are not considered by the enterprise so that it
reduce its effectiveness and create negative impact as well (Baum, Chung and Woodside,
2015).
P3.2 Importance of service sector mix elements to the travel sector
In the marketing mix sector, there are some importance considered by First Choice to
target customers of Turkey and Spain. In the proper way, it need to focus on the following
aspects:
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 Product: In the travel and tourism sector products and services which provided by them
never feel and touched so that it reduce effectiveness. It could be useful for the business
environment to provide personal touch to the person. This is because, services which
provided by First Choice heterogeneous and easily satisfying customers.
 Price: Price of the products and services has been depends on the raw material
availability and their aspects. This factor consider production and distribution cost
through selling important products to the customers. Hence, it considers different level of
price, allowance, etc. (Kim, Woo and Uysal, 2015).
 Place: It is the most important element on which enterprise can easily concentrate and
consider useful place where activities could be expanded. As per customer convenience,
First Choice need to provide them products and services so that they are able to deliver
systematic work performances in the business environment. In addition to this, places
need to be increasing so that effectiveness also develop to focus on the target customers
and fulfil their needs (Forno and Garibaldi, 2015).
 Promotion: In the travelling sector, people need to aware about the agency and packages
which need to provided with systematic manner. Proper development of the promotional
helps to target new people at workplace. Different tools can be used by the First Choice
such as advertisement, personal selling, etc. to concentrate on the customer needs and
requirements.
P3.3 Concept of total tourism products to an individual tourism business
First Choice considers their operations and functions to deal with the agency and tourism
activities in systematic manner. Therefore, they are able to deliver systematic work performances
in all over the market (Prebensen, Chen and Uysal, 2014). With this regard, tourism activities
design to develop more significant advantages. Following are certain concepts have been
implemented that are related with the tourism activities.
 First Choice need to consider tourism activities and hospitality industry.
 There are different activities consider tourists activities that develop within the group
with ingredient brought to focus on the systematic work.
 It can be stated that the company always trying to offered attraction, acquisition,
consumptions, etc.
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 Recently, the enterprise will able to design their activities to provide travellers with new
experience and benefits to utilise augmented products (Battour and Ismail, 2016).
 People must concentrate on the products that they are purchasing to feel very great.
 First Choice consider their outcomes with combinations of different experience during
the tour activities.
 Products are design and used to increase tourist in the enterprise so that total experience
of visitors developed in systematic manner.
 Compromise everything and person need to consider interaction in whole tour.
TASK 4
P4.1 Integrated nature and role of the promotional mix
In respect to combine different methods, tools, techniques, strategies, etc. Promotional
tools considered effective results at workplace. With the help of the different types of goods,
customers are attracted in systematic aspect (Lu, Chen and Law, 2018). As results, successful
promotional mix in helps to define success to attract different customers in the environment.
Hence, following components considered in systematic result:
 Advertisement: In this regard, advertisement assist to promote products and services
with innovative ideas. Different communicational channels helps to attain systematic
results such as print media, internet and social media.
 Personal selling: Personal selling is also determines to attract that they are considered
oral presentation to operate functions and operations in systematic manner. In this regard,
desired results will be attain in systematic manner. It includes objectives, sale meetings,
incentives, etc.
 Sales promotion: In respect to look towards the marketing channel, there are different
functions demonstrates in media and non media (Han and Hyun, 2015). It is the helpful
perspective, to increase presence for First Choice.
P4.2 Plan and justify integrated promotional campaign
In order to consider systematic work, there is integrated promotional campaign developed in
the management of First Choice. It is the best way to plan tourism activities for Turkey and
Spain as well. They are determines in the following manner:
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 Enterprise need to concentrate to provide proper knowledge for target market when they
launching promotional campaign. These tools assists to develop proper information in the
target market and satisfy needs of each customers as well.
 In the second step, after consideration of evaluation of market, First Choice need to
concentrate on the undertake effective channel through advertise will be communicate. It
is the best way to increase relationship with consumers and attract target audience as well
(Chen, Zou and Petrick, 2018).
 Furthermore, after development, the selected travel and tourism business need to
concentrate on the developing integrated marketing plan which is essential consideration
and look towards the promotional campaign. As results, First Choice able to fulfil their
tourist requirements easily.
 Requirements of the business include content appropriate so that details regarding tour
packages help to understand systematic results at workplace. It is very essential because
message possess in the suitable format to create greater integrity (Vu, Li and Ye, 2015).
 Team work is also important that is needed to develop integration among the marketing
campaign so that best outcomes will be consider at workplace easily.
CONCLUSION
From the above report, it can be concluded that travel and tourism activities consider
systematic work performances in the business environment. It is the best way to focus on the
carrying different work and attain more significant results at workplace. In this regard, present
report articulated about factors that are influencing directly and indirectly on planned marketing
activities. In this way, micro and macro aspects in the environmental affect will helps to attain
more systematic results at workplace.
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REFERENCES
Books and Journals
Battour, M. and Ismail, M.N., 2016. Halal tourism: Concepts, practises, challenges and future.
Tourism management perspectives, 19, pp.150-154.
Baum, T., Chung, J.Y. and Woodside, A., 2015. Tourism travel and research association:
Advancing tourism research globally.
Brandon-Jones, A., Lewis, M. and Walsman, M.C., 2016. Examining the characteristics and
managerial challenges of professional services: An empirical study of management
consultancy in the travel, tourism, and hospitality sector. Journal of Operations
Management, 42, pp.9-24.
Bujosa, A., Riera, A. and Torres, C.M., 2015. Valuing tourism demand attributes to guide
climate change adaptation measures efficiently: The case of the Spanish domestic travel
market. Tourism Management, 47, pp.233-239.
Chen, C.C., Lai, Y.H.R. and Lin, Y.H., 2016. Tourism between divided nations: An examination
of stereotyping on destination image. Tourism Management, 55, pp.25-36.
Chen, C.C., Zou, S. and Petrick, J.F., 2018. Is Travel and Tourism a Priority for You? A
Comparative Study of American and Taiwanese Residents. Journal of Travel Research,
p.0047287518771211.
Forno, F. and Garibaldi, R., 2015. Sharing economy in travel and tourism: The case of home-
swapping in Italy. Journal of Quality Assurance in Hospitality & Tourism, 16(2),
pp.202-220.
Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of
quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, pp.20-
29.
Kim, H., Woo, E. and Uysal, M., 2015. Tourism experience and quality of life among elderly
tourists. Tourism Management, 46, pp.465-476.
Lee, K.H., Packer, J. and Scott, N., 2015. Travel lifestyle preferences and destination activity
choices of Slow Food members and non-members. Tourism Management, 46, pp.1-10.
Lu, Y., Chen, Z. and Law, R., 2018. Mapping the progress of social media research in hospitality
and tourism management from 2004 to 2014. Journal of Travel & Tourism Marketing,
35(2), pp.102-118.
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Mariani, M.M., Buhalis, D. and Vitouladiti, O., 2014. Managing change in tourism destinations:
Key issues and current trends. Journal of Destination Marketing & Management, 2(4),
pp.269-272.
Prebensen, N.K., Chen, J.S. and Uysal, M. eds., 2014. Creating experience value in tourism.
Cabi.
Rittichainuwat, B. and Rattanaphinanchai, S., 2015. Applying a mixed method of quantitative
and qualitative design in explaining the travel motivation of film tourists in visiting a
film-shooting destination. Tourism Management, 46, pp.136-147.
Sharpley, R., 2014. Host perceptions of tourism: A review of the research. Tourism
Management, 42, pp.37-49.
Vu, H.Q., Li, G. and Ye, B.H., 2015. Exploring the travel behaviors of inbound tourists to Hong
Kong using geotagged photos. Tourism Management, 46, pp.222-232.
Xu, F., Buhalis, D. and Weber, J., 2017. Serious games and the gamification of tourism. Tourism
Management, 60, pp.244-256.
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