First Choice Marketing Plan: Travel and Tourism Sector 2019

This report provides a comprehensive analysis of marketing strategies within the travel and tourism sector, using First Choice as a case study. It examines core marketing concepts, the impact of the marketing environment on destinations like Turkey and Spain, and factors influencing consumer motivation and demand. The report also delves into market segmentation principles, strategic marketing planning, and the relevance of market research for First Choice. Furthermore, it discusses the elements of the marketing mix, the importance of the service sector mix, and the concept of the total tourism product. The report concludes with an assessment of the integrated nature and role of the promotional mix, including a proposed promotional campaign for First Choice Summer Deals 2019. Desklib offers students access to this and many other solved assignments and past papers to aid in their studies.

Marketing in Travel and Tourism Sector

Table of Contents
Introduction......................................................................................................................................4
LO1..................................................................................................................................................5
P1.1 Discuss the core concepts of marketing for the travel and tourism sector..............................5
P1.2 Assess the impact of the marketing environment on individual travel and tourism businesses
such as First Choice and tourist destinations with reference to Turkey and Spain.........................6
P1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism
sector................................................................................................................................................7
P1.4 Analyse the principles of market segmentation and its uses in marketing planning at First
Choice..............................................................................................................................................8
Conclusion.......................................................................................................................................9
LO2................................................................................................................................................10
Introduction....................................................................................................................................10
P2.1- Analyse the importance of strategic marketing planning for a selected travel and tourism
business (First Choice) or tourist destination (either Turkey or Spain).........................................10
P2.2- Discuss the relevance of marketing research and market information to managers in the
travel and tourism sector with reference to First Choice...............................................................10
P2.3 – Assess the influence of marketing on society.....................................................................11
Conclusion.....................................................................................................................................12
LO3................................................................................................................................................13
P3.1 Discuss issues in the product, price and place elements of the marketing mix with reference
to First Choice Summer Deals 2019 to Spain and Turkey (Article)..............................................13
P3.2 Assess the importance of service sector mix elements to the travel sector (Article)............15
P3.3 Apply the concept of the total tourism product to an individual tourism business such as
First Choice (Article).....................................................................................................................15
LO4................................................................................................................................................17
P4.1 Assess the integrated nature and role of the promotional mix..............................................17
P4.2 Plan and justify an integrated promotional campaign for First Choice Summer Deals 2019
holidays. (refer appendix)..............................................................................................................18
Conclusion.....................................................................................................................................20
Reference list.................................................................................................................................21

Appendix........................................................................................................................................24

Introduction
The report clearly examines the core concepts of marketing that has been exploited by First
Choice. In this case, it can also be mentioned that the segmentation in order to categorize the
customers of the company has been evaluated along with the evaluation of the tools and
techniques that are being used by the organisation have been discussed in this report. It has been
evaluated that the First Choice must be concerned with the strategic planning for the organisation
as it would help them to develop in the market in an effective manner thereby offering the
customers with the opportunity to enjoy the tour that they will be organising in the year 2019.
They have decided to organize a tour in Turkey and Spain in the year 2019 for which proper
promotional campaigns have also been considered in this case. This report also explains the
different products and services that the organisation will be offering to its customers.

LO1
Introduction
The marketing is considered to play an effective role in meeting the requirements of the targeted
customers as it helps in the development of the business strategy. First Choice must employ the
core concepts of marketing for using the concept of marketing in a more effective manner so that
the holiday trip in Turkey and Spain in 2019 can be organised in an effective manner. .
P1.1 Discuss the core concepts of marketing for the travel and tourism sector
Market: the tour operators are facing huge demand for travelling in Turkey and Spain. The
government of Spain is also supportive and helps the tour organisations so that their economy
can be enhanced.
Demands and requirements- with the time, the taste and preferences of the customers changes
and for this very reason, the marketing department of First Choice needs to conduct a survey of
the customers in order to remain updated regarding changing trends.
Product: the products mainly refers to the different facilities and the services that are being
offered to the customers during their visit such as accommodation, transportation, food services
and travel packages.
Value satisfaction and quality: it is very important for the management of First Choice to collect
feedbacks from their customers who have used their services. Based on the feedbacks they must
develop their services more as this would help them to enhance the services in an effective
manner.
Exchange relationship and transaction- with the exchange of money the customers of First
Choice uses the services. Moreover, First Choice always tries to develop a good relationship with
the customers so that they can retain their customers thereby attracting more towards them.

Figure1: Core concept of Marketing
(Source: Waheed et al., 2017)
P1.2 Assess the impact of the marketing environment on individual travel and tourism
businesses such as First Choice and tourist destinations with reference to Turkey and Spain
Analysis of the business environment is considered to be very important for First Choice as this
would help them to develop the experiences of the customers in an effective manner. The
analysis would also help the organisation to get updated regarding the changes in the trends and
preferences of the customers.
Macro environment of London:
Political: the political stability should be the main concern of the tour operators before organising
the tourism. In case of Turkey, the customers may hesitate to visit the place due to previous
political instability in the country (Sheehan et al., 2018). Therefore, the company must develop
their strategic plans in a effective manner so as to attract more customers in this tourism.
Economy: from the sources, it has been observed that Spain has been able to generate a revenue
of 19 million in 2017. The tourism would help Turkey and Spain to enhance their economy in an
effective manner.

Technology: in order to reach out to the potential clients First Choice must make the use of
proper technology. Being technologically updated, Spain and Turkey would be able to offer its
visitors with proper services.
Micro environment of Tourism Sector:
The analysis of the micro environment would help the organisation to fulfil the requirements of
the customers in an effective manner.
Competitors: the tourism industry is highly competitive in nature. Therefore, before, designing
the strategies based on the competitors in an effective manner so that they can attract more
visitors to the tourism in Turkey and Spain.
Suppliers: in order to provide its customers with the ability to experience the best services with
their company for the tourism they must offer proper accommodation, food services,
transportation, packages etc. Moreover, well-educated guides are also required for the same to
avail the proper services of the organisation (McCamley and Gilmore, 2018).
Tourism organisation: offering the best quality is considered to be very important for the tourism
organisations.
P1.3 Discuss the factors affecting consumer motivation and demand in the travel and
tourism sector
The factors that influences the consumer motivation has been described below:
Culture factor: this factor involves the different culture and the social aspects of the individuals
or the country. The visitors would be able to collect a wide range of information regarding the
different social and cultural factors of the different countries. This enhances the knowledge
regarding community of the destination of the customers (Khalilzadeh, and Wang, 2018).
Tourist motivation: motivating the customers for travelling is another important aspect for the
customers. In this case, if customers love adventurous tour they could visit to the Spain and on
contrary if the customers are in favour of Scenic beauty then they can opt for Turkey.

Buyer’s decision process: the buying process of the customers mainly depends o the demand of
the places, packages that being offered to the customers, discounts offered etc.
P1.4 Analyse the principles of market segmentation and its uses in marketing planning at
First Choice.
Segmentation of the customers is considered to be an effective manner that would help in
fulfilling the requirements and demands of the customers in an effective manner. In this case, it
can be stated that First Choice needs to segment its customers into smaller parts that would help
in fulfilling the demands of the customers in an effective manner:
Demographic segmentation: this type of segmentation is mainly based on the visitors based on
their age, religion, ethnic background, culture, income etc.
Behavioural segmentation: this segmentation is mainly done based on the expectations that they
have from the tourism organisations. This is also followed by the different level of satisfaction
that they have incurred from their visits to the selected destinations (Rogerson, 2018). As the
selected organisation of this report, is well accustomed with the needs and requirements of the
travellers they are well benefitted from this type of segmentation.
Figure2: Cultural tourism Turkey
(Source: Turkey Home, 2018)

Psychographic segmentation: this segmentation is mainly done based on the perceptions, values
and beliefs of the customers.
In this case, it can be stated that it would be effective for the organisation to select the
demographic and the psychographic segmentation for the customers who loves scenic beauty and
adventurous travelling. This would also help the organisation to develop suitable packages for
the customers (Zhu et al., 2018).
Conclusion
Thus, it can be stated that the report clearly depicts the core marketing concepts that must be
used by the First Choice Company to develop its strategies in an effective manner. Moreover, it
can also be added that with the help of the core marketing concepts the organisation would be
able to make the use of the proper demographic segmentation so that it can be fruitful for the
company. In addition to this the changing trends would also remain updated if the proper
marketing strategies are used by the company.

LO2
Introduction
As it has already been stated that, the organisation, First Choice, needs to develop the marketing
planning in the market in order to expand its customer base, it is highly essential for them to
undertake a market research. This would help the organisation to study the market in an effective
manner. In addition to this, this report also explains the different factors and impact of marketing
that will pose on the organisation that has been selected in this case.
P2.1- Analyse the importance of strategic marketing planning for a selected travel and
tourism business (First Choice) or tourist destination (either Turkey or Spain)
As Turkey is known for its scenic beauty, the tourist would enjoy the beauty of the place and in
case of Spain, tourists, who love adventure would definitely go for it. Based on their qualities
these destinations are demanded so much amongst the customers. The tourism industry is
believed to offer several job opportunities to the people of the country and in turn enhances the
economy of the country as well. It has been observed that in order to understand the countries i.e.
Spain and Turkey, it is very important for the management of the First Choice to undertake
suitable research of the places and thereby analysing the internal factors that influences the
tourism industry (Altin et al., 2018). Therefore, it can also be added that the organisation also
makes the use of several tools and techniques that helps them to study the countries and the
different places in an effective manner. The tourism that will be done in Spain has been
considered to be effective as stated by the PLC technique as it is in the growing the stage. As
have already mentioned, the market research is considered to be very effective as it would help
in identifying the changing trends amongst the customers and based on the same strategies would
be developed to fulfil the objectives of the company.
P2.2- Discuss the relevance of marketing research and market information to managers in
the travel and tourism sector with reference to First Choice
The market research that has been undertaken by First Choice has enabled them to understand
and study the different taste and preferences of the customers. This in turn would help the

organisation to strategize their plan accordingly based on which the Tour Package of 2019 will
be designed. As the new trend of Eco-Tourism has developed the company can go for the same.
In addition to this, it can also be stated that these strategies would also help them to attract more
customers in an effective manner. Selecting the Eco-Tourism would help First Choice to attract
more customers thereby developing the structures in an effective manner.
With the help of the market research systems, the company would be able to undertake proper
research of the market so that the demands existing there can be evaluated in an effective
manner. In order to operate within the market in an effective manner, the organisation, First
Choice would be able to develop the strategies and the different policies in an effective manner
so that it can achieve the competitive advantage in the market. With the help of the online
interviews and surveys the company would be able to understand the requirements of the
customers effectively (Tsaur and Chen, 2018). Moreover, studying the values and significances
of the countries such as Spain and Turkey can also be undertaken and based on the same the
packages can be designed.
P2.3 – Assess the influence of marketing on society
Social and cultural responsibility
Positive impact: as the tourism industry has been able to generate different job opportunities, it
has become very important for the people of the places where tourism is undertaken to maintain
the culture and heritage of the places.
Negative impact: as the tourism level is increasing, it has led to the people to shift o one place to
the other. This led to disrupt amongst the people of the places.
Environmental
Positive impact: with the inclusion of the eco-tourism in the concept of tourism, it has helped
them to be eco-friendly to the nature. The different tour operators have also taken the imitative to
plant more trees to protect the environment.

Negative impact: with the increase in the level of tourism the level of pollution and degradation
of the eco-system has also occurred. This has deteriorated the environment.
Economic
Positive impact: with the increase in the level of tourism has increased therefore, it hassled tto
the development of the economy of the specific countries including the development in the Gross
National Income, employment opportunities and the industrialization (Strambach and Surmeier,
2018).
Negative impact: the government has invested more in the development of the tourism and this
in turn have negative impact such as the government have fewer budgets to develop the other
aspects of the country. This on the other hand can create disputes among the people and the
economy of the country.
Ethics
Positive impact: First Choice while promoting or marketing their services or the products must
develop their promises in such a way that would help them to meet the expectation of the
customers in an effective manner. The ethical values must be maintained by the First Choice in
an effective manner.
Negative impact: First Choice can face loss in its customer base if they follow unethical steps to
develop their business in the upcoming days.
Conclusion
The report has been developed in order to study the different ways in which First Choice
analyses the marketing research to understand the business environment for developing their
services. The report also explains the different positive and negative impacts of the impact od
marketing on society in an efficient way.