Analyzing Marketing Strategies in Travel and Tourism Industry

This report provides a comprehensive analysis of marketing in the travel and tourism industry, focusing on the elements of the marketing mix (product, price, place, promotion) and the service sector mix (people, process, physical evidence). It examines how companies like Thomas Cook utilize these elements to influence consumer decisions and create a positive travel experience. The report also delves into the concept of the total tourism product, emphasizing that it is a combination of various industries like hotels, airlines, and travel agencies, working together to provide a complete travel experience for the consumer. The importance of understanding consumer needs and providing appropriate services is highlighted, with references to academic research supporting the analysis. Desklib offers this and many other solved assignments for students.

Marketing In Travel and Tourism

Introduction
Travel company have to use the different promotional
methods which helps in influencing the decision of the
person. Organisations which are related to travel and
tourism sector have to understand the demand and
needs of the consumers so that they can provide
appropriate services.

3.1 Elements of marketing mix
Marketing mix is the combination of the factors which can be
controlled by the company to influence the consumers to
purchase the product.
Product- A product can be either tangible or intangible service
which fulfils a needs and wants of the consumers.
Price- It is the important component of the marketing mix. It
helps in determining the firms profit and survival.
Place- Placement as well as distribution is the important part
of the marketing and product mix.
Promotion- It helps in improving the sales as well as brand
recognition. Promotion which includes the various elements
are sales organisation, public relations, advertising and the
sales promotion.

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 Product – Thomas Cook have to provide the best holidays
to their consumers which helps the Thomas Cook in
attaining targets.
 Price – Thomas Cook have to provide the services at a
reasonable price so that every consumer can afford those
services.
 Place – The employees of Thomas Cook have to choose
best tourist destination so that every person can enjoy.
 Promotion – Thomas Cook have to do promotion of
different tourist destination by using social media or
provide advertisement in newspaper or magazines.

3.2 Importance of service sector mix elements
Service marketing mix is the combination of the different
elements of services marketing that business entities use to
communicate their organisational and brand message to
consumers. The services are intangible, heterogeneous,
consumes at the same time of production, are perishable and
lack of ownership. The mix consist 7P's which includes
product, place, price, promotion, people, process and
physical evidence. Travel marketing is the marketing mix of
the services which is unique in that principle products are
related to the travel and tourism businesses and it also
involve in hospitality and recreational experiences.

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People helps in attaining the goals, company
vision and the principles of the business entity.
These are the person who work for Thomas Cook
and are responsible in creating happy and
returning consumers. People in the firm are the
epicentre of the quality of the services. Along with
this the people having the best talent to gain the
consumer loyalty and trust.

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Process is the another element of marketing mix.
In this, the employees of Thomas Cook helps in
delivering the services to the consumers. Along
with this it helps in emphasizing in setting up the
process which helps the business entity in
attaining the targets. In the competitive world,
Thomas Cook always deliver the qualitative
services efficiently and effectively.

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Physical evidence is the extended element of
marketing mix which assist in differentiate the
offerings by adding the element to the consumer.
The service sector having the various kinds of the
business which assist in catering to the needs of
the individual consumers and the larger
businesses. These element of marketing mix
helps in obtaining the success in the competitive
market.

3.3 Concept of total tourism product
Tourism is the individual industry but it made with
the combination of different industries which
includes hotel, airlines, travel agency etc. Each
one in the industry provides the individual product
and have to combine together which assist in
providing the travel experience. The consumer
have to visit the tourist destination comprises a
mix for the several components of the different
organisation. Tourism product is a group of
components or the elements which helps in
meeting together in the bundle so that they can
satisfy the needs and wants of the consumer.

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Tourism product is the total experience of the
visitors. Tourism product is more than the simple
attraction or accommodation. According to the
consumers, tourism product is the bundle of
benefits along with this it helps in choosing the
best bundle among all. It includes all the
necessary elements of the product along with the
luxury and status. Thomas Cook has a tourist
product that offers the accommodation as well as
bookings along with this they are providing the
complementary services so that they can earn the
best experience.

References
Marchant, B. and Mottiar, Z., 2011. Understanding lifestyle
entrepreneurs and digging beneath the issue of profits:
Profiling surf tourism lifestyle entrepreneurs in Ireland.
Tourism Planning & Development. 8(2). pp.171-183.
McCormick, J., 2011. Hairy Chest, Will Travel Tourism,
Identity, and Sexuality in the Levant. Journal of Middle East
Women's Studies. 7(3). pp.71-97.
McGehee, N. G. and et.al., 2010. Tourism-related social
capital and its relationship with other forms of capital: An
exploratory study. Journal of Travel Research. 49(4).
pp.486-500.
Morrison, A., Carlsen, J. and Weber, P., 2010. Small tourism
business research change and evolution. International
Journal of Tourism Research. 12(6). pp.739-749.