Marketing in Travel and Tourism: Strategic Planning & Analysis

This report delves into the core concepts of marketing within the travel and tourism sector, focusing on the Thomson group as a case study. It examines the impacts of the marketing environment, factors influencing consumer behavior, and principles of market segmentation. The report highlights the importance of strategic marketing planning, including marketing research and information, and discusses marketing's influence on society. Furthermore, it addresses issues within the product, price, and place elements of the marketing mix, emphasizing the importance of the service sector mix and the concept of a total tourism product for individual businesses. The analysis incorporates both positive and negative impacts of the marketing environment, underlining the necessity for businesses to adapt to changing consumer needs and external factors to maintain competitiveness and ensure customer satisfaction. This comprehensive overview provides valuable insights into the application of marketing principles in the dynamic travel and tourism industry, accessible with past papers and solved assignments on Desklib.

MARKETING IN TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 core concepts of marketing for the travel and tourism sector...............................................1
1.2 impacts of marketing environment on tourism sector ..........................................................2
1.3 Factors affecting consumer behaviour..................................................................................3
1.4 principles of market segmentation........................................................................................4
TASK 2............................................................................................................................................5
2.1 importance of strategic marketing planning .........................................................................5
2.2 discussion of marketing research and marketing information..............................................6
2.3 marketing influences on society............................................................................................7
TASK 3............................................................................................................................................7
P 3.1- Issues in product, price and place elements of marketing mix.........................................7
P 3.2- Importance of service sector mix element in travel sector...............................................8
P 3.3- Concept of total tourism product to an individual tourism business................................9
TASK 4.....................................................................................................................................10
Covered in poster......................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the set of activities which includes promotions, marketing schemes,
business growth etc. Organization create best marketing plan to increase their profits. Marketing
is the process in which manager communicate with the clients requirements and their needs and
helps to satisfy their demands (Lee, Kuo and Muhos, 2015). In marketing there are different
marketing tools are includes like marketing mix, promotional mix which promote the business
growth merchandising. In this project marketing importance and roles will discuss and the
impacts of marketing strategies. Moreover it helps to create market plans in tourism sector and
its influencing factors on society (Richey and et. al, 2014).
This project will discuss about the Thomson group which is the most popular brand of
travelling operator. This project will discuss about the core concepts of marketing further more it
will describe Impacts of marketing environment, factors affecting consumer behaviour,
principles of market segmentation. Moreover it describe about the whole scenario of marketing
in tourism sector.
TASK 1
1.1 core concepts of marketing for the travel and tourism sector
Marketing concept means which gives guidelines to the business to producing goods and
services on the basis of customer needs. as a assistant manger in tours and travel I consider most
of the core concepts in marketing which helps to create business expansion (Shamma and
Hassan, 2013). This sector create the importance of the places and give various opportunities like
employment, increase infrastructure.
Marketing concept are those which helps to expand tourism sector. Marketing is the
process in which organisation create ideas and promotional activities to increase the customer
attraction and create big brand image for example Thomson group which provides holidays
packages in united kingdom this company started in 1965 (Shamma and Hassan, 2013). since
many years they provide many cultures holidays of 6 days to 4 destinations to exploring their
business they adopt many services and benefits to the customers satisfaction. This project will
exploring different marketing concept and its importance.

Thomson tourism group has to adopt positive factors and implement into proper
formation marketing concepts is all based on customer requirement (Chaffey, Smith and Smith,
2012). Thomson has create business plan and its design after identifying the external
environment and its significance. Core concepts of marketing includes which helps to business
growth Thomson tourism tour offer 6 days visit to turkey and span in summers they have to
measure customer requirement like low cheaper price very well all the facilities transportation,
hospitality, hotels all these factors includes in tourism packages (Holland, Diehl and Herrmann,
2013). Customers are attract by low prices offers and good attractive plans core marketing
concepts helps to identify external environment in which they identify the prices offers and the
hospitality services and transportation facilities and other requirements in tourism sector. This
sector also create new services on the basis if current offers or give assurance to the customers
that they all are safe during the journey these all things are helps to grow or more customers and
increase brand image as a assistant manager of Thomson group according to me customer
satisfaction is the core concept which is implemented properly (Keegan and Green, 2015).
1.2 impacts of marketing environment on tourism sector
Marketing environment is the big concern of tourism industries this factor create
many positive and negative impacts on the business. Thomson group of organisation is the
famous tourism industry in UK. It has to consider the environment condition are going on the
countries for example they offer 6 days holidays in turkey and Spain before they make plans it
should identify the micro economic factors of that place micro factors includes customers,
suppliers competitors which affects company (Larson, 2012). And macro factors are includes
demographic, political, legal factors which affects company business. These all factors are
influencing the market environment. Marketing strategies should be according to the customer
requirements.
Many marketing environment factors impact the tourism sector like government policies
has change the customer purchasing or decision making power. Visitor always consider good
positive environment good communication channel and services (Nowak and et. al, 2015).
Political factors are mainly affect tourism sector. largely consisting places are not favourable in
terms of tourism which is full of crowd and rush most of the visitors like to spend their holidays
on peaceful places. For example in turkey terrorism ratio has increased customers has not prefer

those places for holidays where terrorism impacts are more. This factor affect the tourism
business Thomson group of tourism plan good and healthy marketing strategy to attract
customers and make them feel confident (Roberts, 2014).
Positive impacts
positive impacts of market environment gives company understand better requirements of
customers. They provide other new benefits. Politic factors give new industries profit,
technologies helps to expand the business. Customer satisfaction enhance the business approach,
demographic factors increase the safety and flexibility in terms of business (Buhalis and Foerste,
2015).
Negative impacts
Negative impacts of marketing environment decrease the employment opportunities,
business growth, demographical factors increase the corruption and terrorism. Economic factors
decrease the income level of business (Hall, Timothy and Duval, 2012).
1.3 Factors affecting consumer behaviour.
Consumer is the king of the market without the satisfaction of customers industry can not
achieve their target, in tourism sector many of the factors are consider in term of consumers its
all depend upon the needs and wants or satisfaction level of the customer. Consumer are very
changeable and dynamic in terms of needs. They always want better and different services at
lower price before making any marketing strategies company has to identify the external
environment in terms of customers needs. In tourism sector customer always wants different
packages and exciting holiday plans (Hudson and Thal, 2013). Thomas group creating exciting
offers and packages for their customers and provide and provide luxurious hospitality,
accommodation, hotel, and transportation facilities. This process of services enhance the
motivation power of traveller and purchasing power. Secondly factor that consider by travel
company that weather consumer afford the package or not. Consumer are very smart to take their
decision they identify the other alternatives on the basis of cost and benefits they analyse the all
economics factor to take their best package Thomson and group offers several services in one
aggregation at region able price because consumer are very rational in term of purchasing they
always get services which is according to their budget (Moutinho, 2011).

In terms of psychological feature consumer always have many alternatives to get one
service in tourism, sector when visitors start thinking about their holidays they find out different
companies offers get knowledge of every company and compare their plans accordingly they get
select their best plan which is very reasonable for them. In term of consumer Thomson group
has to plan offer on the basis of consumer emotion because consumer are attract from new ideas
which is different and unique. consumer affects from new different technologies provide by the
company like Thomson company provide their all information on the site where consumer check
the all information regarding new packages and their prices (Branding and marketing: what’s the
difference?, 2016). Company should reckon the requirements of the customers. Customer is also
want good services and facilities by the company. it is the responsibility of tour operator that
they give best food, transportation, accommodation facilities to the visitor so that they feel safe
and relaxed. Also customer consider all; services after the completion of tour that weather this
company fulfilled his all requirement or not. it is very important for the company to get good
feedback from the visitors for expanding its business in positive way. Moreover other factors
which affect customers such as destination, places, their safety requirement etc (Marketing mix
(Price, Place, Promotion, Product), 2015).
1.4 principles of market segmentation
Market segmentation means to divide the consumer on the basis of age, income group, on
the basis of geographical area or on the basis of gender. These market segmentation helps to
create more creative plans on the basis of customer needs. It creates more opportunities and
growth in the market different segmentation includes different marketing plans. It helps
company to expand their market )Hudson and Thal, 2013(.
 Gender : on the basis of this factor company select customers on the basis of their gender
they plans different services for male and females according to their amenities. These
segmentation increase the clear choices of the customers and increase their satisfaction
level. Thomson provide spa facilities for the female customers and for the male they
provide gym facilities. these factor helps to increase the attraction of the customer (Hall,
Timothy and Duval, 2012).

 On the basis of age : on this factor company can attract new age group customers and
give them their essentials requirements according to the choices. Like for low age group
customers (Larson, 2012).
TASK 2
2.1 importance of strategic marketing planning
Strategic marketing involves various marketing information and systematic manner to
perform the task it helps company to sustain in the market in long term. It gives to expand
business in long term and provide flexibility in business. Strategic planning helps ton know the
business objective and the process to achieve that goal (Nowak and et. al, 2015). A good
strategic plans remove the negative things and give more expansion for example Thomson
tourism company make new strategic marketing plan by which they attract higher class people
by giving them luxury facilities such as luxury night stay in five star hotel, air transport facility
etc. high class customers want full flexibility in the services which gives maximum satisfaction
and for that they spend higher amount of money (Larson, 2012).
Importance of strategic planning
 A good marketing strategies gives more power to compete with the competitors while
making strategic marketing planning. company has to compare its own product and
services with other rivals firms. It helps to identify the weaknesses and convert into
strength.
 Strategic decision helps Thomson company to make optimum utilisation of resources
and set benchmark for its rivals companies (Buhalis and Foerste, 2015).
 Strategic marketing planning helps to identify all the promotional expenses in advance,
and its also develops the ideas and the method to perform the task it helps to increase the
future profit and stability in the market.
 Strategic marketing plans also develop the idea of future uncertainties.
In tourism sector strategic marketing plan appoint new opportunities growth in the
market and gives the ideas of new ideas of promotion. It helps Thomson group to retain the
customers in long time and helps to determine the actual performance of the company and give
new opportunities (Richey and et. al, 2014). Marketing strategic planning is the tool to manage

things in systematic form and maintain good communication with the customers it also identify
the ideal customers and what you want to achieve from your marketing methods. Strategic
planning analyse the market situation and customer changing environment.
2.2 discussion of marketing research and marketing information
Marketing research helps to identify the customer needs and wants and about the
competitors levels it helps manager to make new strategic plans to achieve the requirements of
customers effectively. market research provide many important information which helps to
improvise the plan according to the user needs. Research develop new ideas and technology
which gives productivity in the business (Shamma and Hassan, 2013). Therefore it is crucial for
tourist operators to sustain in the market in long time. Tourism sector has big opportunities for
growth Thomson company approach is that customer is the centric part of the m,market which
helps to increase business objective.
Benefits of marketing research :
Market research is a customer approach : The marketing research main aim to find out new
business opportunities by which business get maximum profit. Thomson marketing research
gives customer current requirement and wants which helps Thomson to appoint new different
services for the customer (Chaffey, Smith and Smith, 2012).
Helps to identify key activities : The marketing research help to determine the weaknesses or
the ambiguity of the company. Therefore tour operator needs to control the unwanted activities
and improve the qualities of product and services. Marketing research remove the old pattern and
give opportunity to make new one (Keegan and Green, 2015).
Development opportunities : The marketing research gives new opportunities segments in
which company increase their productivity and earn maximum profit. This development
opportunities help Thomson to create new technological services which gives more flexibility to
work (Buhalis and Foerste, 2015).
Helps to increase future goals : the marketing research helps to expand their business in future
time. Research provide new innovative ideas and future growth in which company make itself
different from other competitors.
It is summarised that market research helps tourist sector in terms of growth, customer
satisfaction, In identifying the competitor level and other business opportunities. it also conclude

that market research gives the overall scenario to improve the quality of management. It helps
manager to take new business plans and the key points through which they increase their
productivity level (Holland, Diehl and Herrmann, 2013).
2.3 marketing influences on society
Marketing is the positive activity which gives freedom to the customers. Marketing
change the standard of living perception or the way of consuming services. marketing give
different new offers or products to the customers which helps to satisfied. they provide different
choices and brands. Like Thomson group provide direct payment through debit cards to the
customers. Also they provide competitive prices so that customer select their own package. The
special quality of Thomson group is they provide online connectivity with the customers which
provide new different ways to work. It helps to increase the skills and knowledge of the
customers. society get very much influenced about the services of the organisation (Keegan and
Green, 2015). Marketing of tourism is also contributes in social development and enhance the
opportunities of economic development. New marketing plan increase the effective growth in
development of infrastructure, employment opportunities it also helps to increase ethics
communication in term of society marketing gives quality of services which gives full
satisfaction to the customers. It influence customers in development of living thing increasing
satisfaction level improvising confident level (Branding and marketing: what’s the difference?,
2016).
TASK 3
P 3.1- Issues in product, price and place elements of marketing mix.
Product, price and place are the main elements of marketing mix which will have great
impact on the workings of Thomson in tour and travel industry.
 Product- Products in travel and tourism sector should have some features which will
make their tourist satisfied. Featured products of this industry should have some benefits
that will be given to the tourists (Butcher, 2010). This sector mainly deals in providing
services to the customers. These services can may be tangible or intangible. Product
should be classified and of total tourism. Proper research should be done on what is
needed by the tourists. Thomson will also face some issues in the development of their

product and formulation. Product of organisation should be somewhat different from
others and of good quality with the strong brand name. In planning holidays in Turkey
and Spain manager will face issues in selecting the accommodation for tourist and
providing them best services.
 Price- Price is the main element of any travel and tourism sector. Prices that are set
should be affordable to every person. Thomson should select the prices of tour in Turkey
and Spain according to the persons travelling and their financial condition. There are
many factors which affects the decisions of setting price in travel and tourism sector like
economic conditions. The cited organisation can use many pricing strategies or value
based planning to decide the prices.
 Place- Deciding place is very important task in travel and tourism sector. Thomson will
face issues for selecting the place according to the location or region if the local public is
unhappy then they can't select that place for their tourism organisation (Moutinho, 2011).
There are many other factors like intermediaries, behaviour of channel, objectives of the
organisation, distribution etc. Thomson should select that place for organising tour in
Turkey and Spain where their customer can easily reach them and where the suppliers of
organisation can easily provide them the products or services.
P 3.2- Importance of service sector mix element in travel sector.
Service sector mix includes other 3 p's of marketing mix which are process, physical
evidence and people. Process in travel sector means proper planning of whole tour from start to
end. This travel and tourism sector is very costly so there should be some physical evidence of
tour. It can be in form bills or anything else which will be proof for Thomson about the tour
(Hudson and Thal, 2013). This sector should understand all the perception of people whether
they are local or their customers.
Importance of service sector mix:
 Quality of service- Service sector mix will help the Thomson to provide quality services
to their customer which will make satisfied and the tour they had planned will be

successful which will lead them to increase in their reputation in the market and
efficiently achieving targeted objectives of the company.
 Better packaging- Process of service sector mix will lead the Thomson make the better
package for the customers in the tour to Turkey and China (Butcher, 2010). Good
packaging will help in making customers or tourist satisfied and they will enjoy the tour
to fullest.
 Relationship with people- Better relationship will be maintained with people whether
local or regional. This good relationship will help Thomson to make all people related to
them satisfied and achieve the desired objectives and goals. Maintaining healthy
relationship with people who are directly or indirectly related to them is very important
for travel and tourism sectors.
 Interactive marketing- Service sector mix will help Thomson to make their marketing
strategy interactive and better. Marketing is very important for any organisation for its
growth same it is for travel and tourism sector. Interactive marketing will attract more
and more persons for the tour of Turkey and Spain.
 Internal marketing- Internal marketing is very important for the organisation to
implement their business activities successfully (Moutinho, 2011). This marketing
includes all planning and process internally in the organisation. It will help Thomson to
efficiently implement the tour for which they had planned and achieve their set objectives
by this.
 Programming- Better programming will be done by the cited organisation to achieve all
its objectives with the help of these service sector mix. This mixes will give Thomson an
outline to make their programming better.
P 3.3- Concept of total tourism product to an individual tourism business.
Total tourism product is that element which will make all the customers or tourists
satisfied. This TTP will help the Thomson to attract more and more customers to them. Total
tourism product includes many things which can be place, services provided by organisation,
different perceptions etc. This is only made to provide benefits to the customers within the tour.

Customers or travellers only wants the satisfaction that the money they had given to this travel
sector should provide them better services and make them enjoy the tour (Buhalis and Foerste,
2015). Benefits given to traveller from start to end in the tour or holidays should give them some
good experience and satisfaction. Product of tourism includes all the things to which travellers
are related with from start to end of the tour. In short total tourism product is for giving benefits
to the travellers and attract more customers to the organisation.
Using total tourism product in Thomson will help them to effectively plan and implement
the holiday in Turkey and Spain. This will help this travel and tourism sector to attract the
customers and give them benefits which will make them satisfied with all the planning of
holiday. This element will make tour planned by cited organisation successful and will make
them grow in the market. Total tourism product will help the travel and tourism sector to
efficiently plan the tour, giving benefits and attract the customers.
TASK 4
Covered in poster
CONCLUSION
In the conclusion of this report is explained about the importance of marketing tools in
tourism sector. it was explained about the core marketing concepts which helps to increase the
consumer satisfaction. further more in this project it was explained about the importance of
marketing research that it is important for identifying new opportunities and make business
plans or marketing mix which elaborate the company in front of the customers. This project also
explained about the promotional mix that its important for the business growth.