Strategic Marketing Planning for Travel and Tourism: Thomson Case
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This report provides a comprehensive overview of marketing principles within the travel and tourism industry, using Thomson Holidays as a case study. The report delves into core marketing concepts, analyzes the impact of the marketing environment (micro and macro) on the industry, and examines...

Marketing in Travel and
Tourism
Tourism
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concepts of marketing in travel and tourism...................................................................1
1.2 Impact of marketing environment on travel and tourism industry...................................2
Micro- Environmental Factors:..........................................................................................2
Macro- Environmental Factors:.........................................................................................2
1.3 Factors affecting consumer demand and motivations......................................................3
Determinants of Tourists motivation:................................................................................3
1.4 Uses of Market Segmentation Principles in Market Planning..........................................4
TASK 2............................................................................................................................................5
2.1 Importance of Strategic Marketing Planning for Thomson..............................................5
Advertisement:...................................................................................................................5
Personal selling:.................................................................................................................5
Public relations:.................................................................................................................5
Distribution Strategy:........................................................................................................6
2.2 Relevance of Market research and market information to managers of Thomson...........6
2.3 Influence of Marketing on society....................................................................................7
Positive Impact of marketing on society:..........................................................................7
Negative impact of marketing on society:.........................................................................7
TASK 3............................................................................................................................................8
3.1 Role of Marketing Mix.....................................................................................................8
3.2 Importance of service marketing mix to travel and tourism industry..............................9
3.3 Concept of total tourism product......................................................................................9
TASK 4..........................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concepts of marketing in travel and tourism...................................................................1
1.2 Impact of marketing environment on travel and tourism industry...................................2
Micro- Environmental Factors:..........................................................................................2
Macro- Environmental Factors:.........................................................................................2
1.3 Factors affecting consumer demand and motivations......................................................3
Determinants of Tourists motivation:................................................................................3
1.4 Uses of Market Segmentation Principles in Market Planning..........................................4
TASK 2............................................................................................................................................5
2.1 Importance of Strategic Marketing Planning for Thomson..............................................5
Advertisement:...................................................................................................................5
Personal selling:.................................................................................................................5
Public relations:.................................................................................................................5
Distribution Strategy:........................................................................................................6
2.2 Relevance of Market research and market information to managers of Thomson...........6
2.3 Influence of Marketing on society....................................................................................7
Positive Impact of marketing on society:..........................................................................7
Negative impact of marketing on society:.........................................................................7
TASK 3............................................................................................................................................8
3.1 Role of Marketing Mix.....................................................................................................8
3.2 Importance of service marketing mix to travel and tourism industry..............................9
3.3 Concept of total tourism product......................................................................................9
TASK 4..........................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an action for promoting and selling products or services that also includes
advertisement and market research. It includes all customer related activities that any
organisation need to carry out like attracting customers, developing a consumer choice product,
serving the customers and satisfying the consumer needs. Alike all other industries, marketing is
also necessary for travel and tourism industry. Here, in this study, various topics are discussed
like core concepts of marketing, impact of marketing environment on travel and tourism
industry, impact of marketing on society, etc. For the better understanding of this study,
Thomson holidays Tour is being taken as an example and a tour is being organised as a summer
deal to Spain and Turkey in 2019. Factors that drive consumer behaviour and motivation in this
industry is been an essential part of the study. Role and importance of marketing mix and total
tourism product is also being discussed in this study.
TASK 1
1.1 Concepts of marketing in travel and tourism
Marketing refers to exchange and delivering of offerings that have equal and opposite
value for clients and customers. In travel and tourism sector it plays a vital role in promoting its
vision and mission. It reflects the travel- related demand of customers on a very wide range. It
involves following points:
Marketing concept and orientation used by Thomson Tour Operator:
Marketing is all about understanding the needs of prospective and existing users and the
desire of products and services they choose to use or buy.
At a strategic level it reflects to a particular set of sense of commitment and strongly held
attitudes.
Thomson aims at the achievement of organisational goals and profits that are resulted
from customer retention and their satisfaction (Andergassen, Candela and Figini, 2013).
The practices of the organisation involve innovative, positive, and competitive attitude
towards the exchange of transactions.
1
Marketing is an action for promoting and selling products or services that also includes
advertisement and market research. It includes all customer related activities that any
organisation need to carry out like attracting customers, developing a consumer choice product,
serving the customers and satisfying the consumer needs. Alike all other industries, marketing is
also necessary for travel and tourism industry. Here, in this study, various topics are discussed
like core concepts of marketing, impact of marketing environment on travel and tourism
industry, impact of marketing on society, etc. For the better understanding of this study,
Thomson holidays Tour is being taken as an example and a tour is being organised as a summer
deal to Spain and Turkey in 2019. Factors that drive consumer behaviour and motivation in this
industry is been an essential part of the study. Role and importance of marketing mix and total
tourism product is also being discussed in this study.
TASK 1
1.1 Concepts of marketing in travel and tourism
Marketing refers to exchange and delivering of offerings that have equal and opposite
value for clients and customers. In travel and tourism sector it plays a vital role in promoting its
vision and mission. It reflects the travel- related demand of customers on a very wide range. It
involves following points:
Marketing concept and orientation used by Thomson Tour Operator:
Marketing is all about understanding the needs of prospective and existing users and the
desire of products and services they choose to use or buy.
At a strategic level it reflects to a particular set of sense of commitment and strongly held
attitudes.
Thomson aims at the achievement of organisational goals and profits that are resulted
from customer retention and their satisfaction (Andergassen, Candela and Figini, 2013).
The practices of the organisation involve innovative, positive, and competitive attitude
towards the exchange of transactions.
1

Through Marketing, Thomson facilitates the effective and efficient conduct of its
operations.
The travel and industry sector is a big business that includes millions of tourists who
make arrangements of travel each year. The study is related to the Tour in Turkey and Spain
during 2019 summer holidays.
1.2 Impact of marketing environment on travel and tourism industry
Marketing has a huge impact on micro environment and macro environment of Thomson
Tour agency.
Micro- Environmental Factors:
Tourism organisation: Tourism organisation is responsible for promotion of sustainable
and responsible tourism in world. Thomson is subjected to the rules and regulations of
Tourism organisation.
Suppliers: Behaviour of suppliers directly impact any business. In travel and tourism
industry suppliers are services of hotel accommodations in Turkey and Spain, services of
travel industries like railway, bus transport, air transport, etc.
Customers: Customers are the core of any business. Tours and travel industry are central
oriented around customers (Hollensen, 2015). Marketing should aim at attracting new
customers and retention of old customers.
Macro- Environmental Factors:
To assess the impact of marketing on macro- environment of Thomson Holiday, PEST
Analysis is conducted:
Political Factors: Travel and tourism industry is subjected to various regulations and
legislation of different countries and government policy on tourism. Co-operation
between government is must. It also includes government grants and incentives.
Economic Factors: There are different state of economies and interest rate in various
countries. Currency exchange rate, inflation and prices have a huge impact on travel and
tourism industry. (For example, Currency of Turkey and Spain are Turkish Lira and
Spanish Peseta.)
2
operations.
The travel and industry sector is a big business that includes millions of tourists who
make arrangements of travel each year. The study is related to the Tour in Turkey and Spain
during 2019 summer holidays.
1.2 Impact of marketing environment on travel and tourism industry
Marketing has a huge impact on micro environment and macro environment of Thomson
Tour agency.
Micro- Environmental Factors:
Tourism organisation: Tourism organisation is responsible for promotion of sustainable
and responsible tourism in world. Thomson is subjected to the rules and regulations of
Tourism organisation.
Suppliers: Behaviour of suppliers directly impact any business. In travel and tourism
industry suppliers are services of hotel accommodations in Turkey and Spain, services of
travel industries like railway, bus transport, air transport, etc.
Customers: Customers are the core of any business. Tours and travel industry are central
oriented around customers (Hollensen, 2015). Marketing should aim at attracting new
customers and retention of old customers.
Macro- Environmental Factors:
To assess the impact of marketing on macro- environment of Thomson Holiday, PEST
Analysis is conducted:
Political Factors: Travel and tourism industry is subjected to various regulations and
legislation of different countries and government policy on tourism. Co-operation
between government is must. It also includes government grants and incentives.
Economic Factors: There are different state of economies and interest rate in various
countries. Currency exchange rate, inflation and prices have a huge impact on travel and
tourism industry. (For example, Currency of Turkey and Spain are Turkish Lira and
Spanish Peseta.)
2
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Social Factors: It is directly related to the interest of society. It includes Demographic
change in the country, environmental issues and development in lifestyle of society
(Horner, 2016).
Technological Factors: Changes in technology has an essential impact on any industry.
The latest technology is online booking of hotel accommodations and travel route.
Thomson Holiday provides the latest technology for bookings to its clients.
1.3 Factors affecting consumer demand and motivations
Motivation is a major determinant of tourist’s behaviour and is related to the concept of
need. For Thomson Holiday consumer behaviour is an important issue for all marketing activities
with the purpose to sell and promote its tourism products. Consumer demand for Thomson
holiday can be understood by achieving the answers of following questions:
Who plays the important role in their buying decision?
On what criteria Their choice is based on?
How do they buy Tourism products?
When and where do they buy?
Determinants of Tourists motivation:
Motivation and Behaviour of consumers is influenced by many factors such as
Psychological, social, and cultural factors. These can be categorised into the following:
Personal factors such as their tourist’s personality, their self-image, attitudes, their own
life style, age, profession, etc. has a direct effect on their tourism motivation (Khan,
2014).
Social factors such as culture, their family life style, their social class, etc. also affects the
consumer behaviour and motivation.
Situational and Natural factors like physical ambiance, time and state of mind also affects
their tourism decision.
Management of Thomson Holiday may use various consumer behaviour models in order
to analyse the behaviour of their consumers. Various models of consumer behaviour are:
Psychological Model
3
change in the country, environmental issues and development in lifestyle of society
(Horner, 2016).
Technological Factors: Changes in technology has an essential impact on any industry.
The latest technology is online booking of hotel accommodations and travel route.
Thomson Holiday provides the latest technology for bookings to its clients.
1.3 Factors affecting consumer demand and motivations
Motivation is a major determinant of tourist’s behaviour and is related to the concept of
need. For Thomson Holiday consumer behaviour is an important issue for all marketing activities
with the purpose to sell and promote its tourism products. Consumer demand for Thomson
holiday can be understood by achieving the answers of following questions:
Who plays the important role in their buying decision?
On what criteria Their choice is based on?
How do they buy Tourism products?
When and where do they buy?
Determinants of Tourists motivation:
Motivation and Behaviour of consumers is influenced by many factors such as
Psychological, social, and cultural factors. These can be categorised into the following:
Personal factors such as their tourist’s personality, their self-image, attitudes, their own
life style, age, profession, etc. has a direct effect on their tourism motivation (Khan,
2014).
Social factors such as culture, their family life style, their social class, etc. also affects the
consumer behaviour and motivation.
Situational and Natural factors like physical ambiance, time and state of mind also affects
their tourism decision.
Management of Thomson Holiday may use various consumer behaviour models in order
to analyse the behaviour of their consumers. Various models of consumer behaviour are:
Psychological Model
3

sociological model
The Howard Sheth Model of buying behaviour
Learning Model, etc.
1.4 Uses of Market Segmentation Principles in Market Planning
Market segmentation is important in many marketing strategies. It is the process of
dividing the broad consumer market into sub- groups of consumers known as segments based on
some characteristics. It is important because these days' population and customer preferences are
becoming wider and there is also an increase in competitive options. Dividing of consumers in
sub- groups is necessary because consumers are in no homogeneous groups. Types of market
segmentation that Thomson can use in its market planning are:
Demographic segmentation: Segmentation based on the characteristics of quantifiable
population like gender, income, age, etc.
Geographic segmentation: Segmenting is done on the basis of region or physical location
like city, country, state, etc.
Psychographic segmentation: consumer market is divided on the basis of personality
characters or lifestyle.
Behavioural Segmentation: it is based on the purchasing power or consumption usage of
consumers.
Other types of Segmentation.
Explanation of Demographic Market segmentation:
Demographic segmentation is the widely used and the simplest segmentation. It aims at
getting the right population for the products. The variables of demographic segmentation are:
Age: Different age of people will choose different places and different ways of transport
for their tour planning. With the help of this Thomson can prepare different marketing
plans for its targeted customers.
Life cycle stage: It is closely connected with the age. It defines the need of the particular
customer of life- cycle stage (Konjer, Meier and Wedeking, 2017). For example,
4
The Howard Sheth Model of buying behaviour
Learning Model, etc.
1.4 Uses of Market Segmentation Principles in Market Planning
Market segmentation is important in many marketing strategies. It is the process of
dividing the broad consumer market into sub- groups of consumers known as segments based on
some characteristics. It is important because these days' population and customer preferences are
becoming wider and there is also an increase in competitive options. Dividing of consumers in
sub- groups is necessary because consumers are in no homogeneous groups. Types of market
segmentation that Thomson can use in its market planning are:
Demographic segmentation: Segmentation based on the characteristics of quantifiable
population like gender, income, age, etc.
Geographic segmentation: Segmenting is done on the basis of region or physical location
like city, country, state, etc.
Psychographic segmentation: consumer market is divided on the basis of personality
characters or lifestyle.
Behavioural Segmentation: it is based on the purchasing power or consumption usage of
consumers.
Other types of Segmentation.
Explanation of Demographic Market segmentation:
Demographic segmentation is the widely used and the simplest segmentation. It aims at
getting the right population for the products. The variables of demographic segmentation are:
Age: Different age of people will choose different places and different ways of transport
for their tour planning. With the help of this Thomson can prepare different marketing
plans for its targeted customers.
Life cycle stage: It is closely connected with the age. It defines the need of the particular
customer of life- cycle stage (Konjer, Meier and Wedeking, 2017). For example,
4

Thomson can add extra services in its marketing plan according to this, like infant food
for toddler, insurance plan for middle age customers, etc.
Gender: The preferences differ for men and women. To target the segment of Men,
Thomson can add various adventures in its marketing plan of products and for women,
places for shopping can be added.
Income: income targets different class of customers. So, the marketing plan of Thomson
should include tours packages with various budgets for all the classes of customers.
Likewise, other models of market segmentation can also be used by Thomson Holiday for
targeting its customers.
TASK 2
2.1 Importance of Strategic Marketing Planning for Thomson
Strategic marketing planning involves the managerial and operational staff of the
organisation to create and implement effective marketing planning strategies (Lee and et.al.,
2013). The strategic marketing planning of Thomson includes all promotional elements to
promote their products and services in many ways.
With the help of Strategic planning Thomson is promoting itself by:
Advertisement:
There are lot of elements in its advertisements such as, television, magazine, newspapers, social
Network etc. For the tour to Spain, the management of the company can create an advertisement
to run on television and social media.
Personal selling:
It means selling products to customers, face to face (Wilson and et.al., 2012). In this the
management can organise presentations, meetings and other programs to attract customers for
the tour to Spain.
Public relations:
Thomson focuses on maintaining its public relations like every company need to build its
relation with public. In this Thomson can attract its old customers by maintaining relations with
5
for toddler, insurance plan for middle age customers, etc.
Gender: The preferences differ for men and women. To target the segment of Men,
Thomson can add various adventures in its marketing plan of products and for women,
places for shopping can be added.
Income: income targets different class of customers. So, the marketing plan of Thomson
should include tours packages with various budgets for all the classes of customers.
Likewise, other models of market segmentation can also be used by Thomson Holiday for
targeting its customers.
TASK 2
2.1 Importance of Strategic Marketing Planning for Thomson
Strategic marketing planning involves the managerial and operational staff of the
organisation to create and implement effective marketing planning strategies (Lee and et.al.,
2013). The strategic marketing planning of Thomson includes all promotional elements to
promote their products and services in many ways.
With the help of Strategic planning Thomson is promoting itself by:
Advertisement:
There are lot of elements in its advertisements such as, television, magazine, newspapers, social
Network etc. For the tour to Spain, the management of the company can create an advertisement
to run on television and social media.
Personal selling:
It means selling products to customers, face to face (Wilson and et.al., 2012). In this the
management can organise presentations, meetings and other programs to attract customers for
the tour to Spain.
Public relations:
Thomson focuses on maintaining its public relations like every company need to build its
relation with public. In this Thomson can attract its old customers by maintaining relations with
5
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them. For the purpose of same the organisation uses- Press release, conference, exhibition,
sponsorship, corporate logo, etc.
Distribution Strategy:
It is the most technical way to sell products and services. Thomson can include middle- man for
distributing its tour packages of Spain to its targeted customers.
The other strategic marketing planning including the mentioned above, will be beneficial
for Thomson Holiday to promote and sell its tourism packages of Spain to its targeted customers.
All the above elements will help Thomson in following ways:
It will help Thomson in monitoring its process and make relative changes whenever
required.
Tools of strategic management like SWOT will help them in identifying its strengths,
weaknesses, threats and opportunities. Through this Thomson can make effective
planning for future.
This will also help the business in identifying its core competencies and capitalizing the
same.
Strategic management is vital in kind of business as it enables the business in setting
goals for future by analysing the current situation.
2.2 Relevance of Market research and market information to managers of Thomson
Marketing Research: It is very important for any organisation. It is must for Thomson to
conduct its market research on continuous basis (McGivern, 2013). It includes, to find out
market size, market segment, customer behaviour, geography of the market, competitors,
marketing policy, etc. There are two kinds of market research:
Primary market Research: It means analysis or survey of workplace. It can be done
through Interview, data collection, or analysis from historical text, etc.
Secondary Market Research: It involves secondary sources such as Books, articles,
literary works, and internal resource of organisation.
6
sponsorship, corporate logo, etc.
Distribution Strategy:
It is the most technical way to sell products and services. Thomson can include middle- man for
distributing its tour packages of Spain to its targeted customers.
The other strategic marketing planning including the mentioned above, will be beneficial
for Thomson Holiday to promote and sell its tourism packages of Spain to its targeted customers.
All the above elements will help Thomson in following ways:
It will help Thomson in monitoring its process and make relative changes whenever
required.
Tools of strategic management like SWOT will help them in identifying its strengths,
weaknesses, threats and opportunities. Through this Thomson can make effective
planning for future.
This will also help the business in identifying its core competencies and capitalizing the
same.
Strategic management is vital in kind of business as it enables the business in setting
goals for future by analysing the current situation.
2.2 Relevance of Market research and market information to managers of Thomson
Marketing Research: It is very important for any organisation. It is must for Thomson to
conduct its market research on continuous basis (McGivern, 2013). It includes, to find out
market size, market segment, customer behaviour, geography of the market, competitors,
marketing policy, etc. There are two kinds of market research:
Primary market Research: It means analysis or survey of workplace. It can be done
through Interview, data collection, or analysis from historical text, etc.
Secondary Market Research: It involves secondary sources such as Books, articles,
literary works, and internal resource of organisation.
6

Thomson Holiday can use following elements of marketing research:
Market research: It involves research about market size and target market. The
organisation also need to know the geographic area of the market. Analysis of customer
profile and market segmentation is also important for Thomson.
Product Research: product research is very important in marketing research. It involves
Investigation of new users for existing products. It also includes pricing policy and
product development.
Promotion Research: Thomson should also emphasise on its promotion activities for the
effectiveness. For example, direct marketing, personal selling, sales promotion, direct
marketing, sponsorship research etc.
Sales research: Sales research has more value in marketing research. It includes sales
evolution methods. Analysis of the distribution and planning of sales calls off Thomas.
Competitor Research: Research about the activities of its competitors, their policies, their
market share and their unique selling point. Therefore, it is very important for Thomson.
Customer Research: Analysis of customer expectation and customer behaviour. Is
essential for Thomson Holiday to identify the customer demand.
2.3 Influence of Marketing on society
Marketing can influence the society in both ways i.e. positive in negative. So, it is
important to determine whether marketing is playing positive role or negative role and also its
contribution to business, individuals and society (Perreault Jr and McCarthy, 2013).
With the point of view to customers, marketing helps in satisfying customer needs by
providing locations of the stores, knowledge about favourite brand, clearly labelled prices and
the available modes of payments.
Positive Impact of marketing on society:
It provides new and better products to the society, by giving the customer what they
want.
7
Market research: It involves research about market size and target market. The
organisation also need to know the geographic area of the market. Analysis of customer
profile and market segmentation is also important for Thomson.
Product Research: product research is very important in marketing research. It involves
Investigation of new users for existing products. It also includes pricing policy and
product development.
Promotion Research: Thomson should also emphasise on its promotion activities for the
effectiveness. For example, direct marketing, personal selling, sales promotion, direct
marketing, sponsorship research etc.
Sales research: Sales research has more value in marketing research. It includes sales
evolution methods. Analysis of the distribution and planning of sales calls off Thomas.
Competitor Research: Research about the activities of its competitors, their policies, their
market share and their unique selling point. Therefore, it is very important for Thomson.
Customer Research: Analysis of customer expectation and customer behaviour. Is
essential for Thomson Holiday to identify the customer demand.
2.3 Influence of Marketing on society
Marketing can influence the society in both ways i.e. positive in negative. So, it is
important to determine whether marketing is playing positive role or negative role and also its
contribution to business, individuals and society (Perreault Jr and McCarthy, 2013).
With the point of view to customers, marketing helps in satisfying customer needs by
providing locations of the stores, knowledge about favourite brand, clearly labelled prices and
the available modes of payments.
Positive Impact of marketing on society:
It provides new and better products to the society, by giving the customer what they
want.
7

It promotes the better standards of living.
It has promoted the international trade.
Marketing helped people by providing better products at lower cost.
Marketing has benefited society by expanded job opportunities. In US 1/4th of all jobs are
marketing jobs.
Negative impact of marketing on society:
Cost of marketing is beard by its final consumers. So the society gets the increased cost
of products (Proctor, 2014).
Wrong marketing practices can negatively affect the society that can cause chaos in the
environment.
From this context, Thomson Holidays, while preparing its marketing policies should keep
in view the following points:
Marketing ethics: It refers to the moral principles that an organisation must adhere to in
the operations and regulations of marketing. This includes advertisement and promotional
ethics.
Social responsibilities: while marketing about the goods and services, company must
follow its social responsibilities towards the society. For example it should not use any
such thing that can have a negative impact on any group of the society.
Environmentalism: Organisation need to be concerned about environment and any of its
marketing practice must not harm the environment.
Consumerism: marketing must be done to protect and promote the interest of consumers.
TASK 3
3.1 Role of Marketing Mix
Marketing mix refers to the factors that can influence customers to purchase its product.
8
It has promoted the international trade.
Marketing helped people by providing better products at lower cost.
Marketing has benefited society by expanded job opportunities. In US 1/4th of all jobs are
marketing jobs.
Negative impact of marketing on society:
Cost of marketing is beard by its final consumers. So the society gets the increased cost
of products (Proctor, 2014).
Wrong marketing practices can negatively affect the society that can cause chaos in the
environment.
From this context, Thomson Holidays, while preparing its marketing policies should keep
in view the following points:
Marketing ethics: It refers to the moral principles that an organisation must adhere to in
the operations and regulations of marketing. This includes advertisement and promotional
ethics.
Social responsibilities: while marketing about the goods and services, company must
follow its social responsibilities towards the society. For example it should not use any
such thing that can have a negative impact on any group of the society.
Environmentalism: Organisation need to be concerned about environment and any of its
marketing practice must not harm the environment.
Consumerism: marketing must be done to protect and promote the interest of consumers.
TASK 3
3.1 Role of Marketing Mix
Marketing mix refers to the factors that can influence customers to purchase its product.
8
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Thomson's Marketing Mix for summer deals 2019 to Spain and Turkey
The Article includes the issues of Product, price and place elements of marketing mix in
context to Thomson's summer deal 2009 to Spain and Turkey.
Price: It refers to the exchange of value in terms of money for any product or service. Price is
the only element that is accountable for revenue, sales and demand under marketing mix.
Thomson Holiday Group has set its price for its summer deals to Spain and Turkey in 2019, by
developing a cost leadership. It was possible because of its increased market share and financial
strength.
Product: For any marketing plan, product is very crucial. Essential parts of products are its
price, brand, label, package etc. The company has offered both the tour packages with its
expanded product range, according to age and quality of services (MARKETING MIX:
Thomson Travel shows a bit of leg for online push, 2017). For Example, new brochures have
been designed by the company that includes mountains and lakes, young at heart, far and away,
etc.
Place: Place is where the company use to sell its products. Thomson Holiday group is UK
based with headquarter in England. Thomson Group is enhancing its digital platform by being
available on social media for becoming readily available for its customers. Through this, the
company may attract more clients for its summer deal to Spain and Turkey.
3.2 Importance of service marketing mix to travel and tourism industry
Importance of service marketing mix on Thomson Holidays
Service marketing mix in general terms refers to conglomerate of various elements of marketing
services used by companies. In nature services are intangible, heterogeneous, perishable and
consumed at same time. The Mix consists of 7 P’s that are product, place, pricing, promotion,
people, processes and physical evidence. Following are the importance’s:
1. Clean Mix Creation: all the P's must be compatible with each other i.e. the price of the
9
The Article includes the issues of Product, price and place elements of marketing mix in
context to Thomson's summer deal 2009 to Spain and Turkey.
Price: It refers to the exchange of value in terms of money for any product or service. Price is
the only element that is accountable for revenue, sales and demand under marketing mix.
Thomson Holiday Group has set its price for its summer deals to Spain and Turkey in 2019, by
developing a cost leadership. It was possible because of its increased market share and financial
strength.
Product: For any marketing plan, product is very crucial. Essential parts of products are its
price, brand, label, package etc. The company has offered both the tour packages with its
expanded product range, according to age and quality of services (MARKETING MIX:
Thomson Travel shows a bit of leg for online push, 2017). For Example, new brochures have
been designed by the company that includes mountains and lakes, young at heart, far and away,
etc.
Place: Place is where the company use to sell its products. Thomson Holiday group is UK
based with headquarter in England. Thomson Group is enhancing its digital platform by being
available on social media for becoming readily available for its customers. Through this, the
company may attract more clients for its summer deal to Spain and Turkey.
3.2 Importance of service marketing mix to travel and tourism industry
Importance of service marketing mix on Thomson Holidays
Service marketing mix in general terms refers to conglomerate of various elements of marketing
services used by companies. In nature services are intangible, heterogeneous, perishable and
consumed at same time. The Mix consists of 7 P’s that are product, place, pricing, promotion,
people, processes and physical evidence. Following are the importance’s:
1. Clean Mix Creation: all the P's must be compatible with each other i.e. the price of the
9

product should be compatible with product and placement and product must be
compatible with promotion. Thomson will get compatible products.
2. New Product development: With the help of marketing mix elements, Thomson Holiday
Group management will be able to develop new successful products according to the
expectation of their customers.
3. Product Portfolio: The elements of marketing mix will enable the organisation increase
its product line and length, the management will be able to make minor changes to its
summer deal to Spain and Turkey 2019.
4. Improve Business: Elements of marketing mix are the guide to improve the business.
With the help of these Thomson group can improve its brochure of summer deal to
Spain and Turkey within the time.
5. Differentiation: It will help Thomson Group in differentiating himself from his
competitors. There could be many other agencies that would have been planning the
same tour, the mix will help the management to eradicate risks.
6. People: This helps in understanding the targeted people of Thomson, and alos if there
are any skill gaps.
7. Process: This will improve the internal process of Thomson by involving staff in
conversion.
8. Physical evidence: This helps in reassuring customers by impressive buildings, highly
trained staff, etc.
3.3 Concept of total tourism product
Total Tourism Product
It is the group of elements and components to satisfy the consumer needs. It includes services,
places, ideas, personalities and organisation. In other words, it can be termed as anything that
can be offered for acquisition, consumption or attraction. It is the bundle of benefits and
customers choose the best bundle of benefits. It is an object that attracts tourists it includes the
following elements:
10
compatible with promotion. Thomson will get compatible products.
2. New Product development: With the help of marketing mix elements, Thomson Holiday
Group management will be able to develop new successful products according to the
expectation of their customers.
3. Product Portfolio: The elements of marketing mix will enable the organisation increase
its product line and length, the management will be able to make minor changes to its
summer deal to Spain and Turkey 2019.
4. Improve Business: Elements of marketing mix are the guide to improve the business.
With the help of these Thomson group can improve its brochure of summer deal to
Spain and Turkey within the time.
5. Differentiation: It will help Thomson Group in differentiating himself from his
competitors. There could be many other agencies that would have been planning the
same tour, the mix will help the management to eradicate risks.
6. People: This helps in understanding the targeted people of Thomson, and alos if there
are any skill gaps.
7. Process: This will improve the internal process of Thomson by involving staff in
conversion.
8. Physical evidence: This helps in reassuring customers by impressive buildings, highly
trained staff, etc.
3.3 Concept of total tourism product
Total Tourism Product
It is the group of elements and components to satisfy the consumer needs. It includes services,
places, ideas, personalities and organisation. In other words, it can be termed as anything that
can be offered for acquisition, consumption or attraction. It is the bundle of benefits and
customers choose the best bundle of benefits. It is an object that attracts tourists it includes the
following elements:
10

Accommodations:Thomson group can attract more customers by providing the best
accommodations to them.
Transportation: Transportation should be effective and timely and should be feasible for
customers.
Attractions: Thomson Group should plan the attractions according to the age group of the
tourists (5 Main Components of a Better Tourism Product, 2016). For example, medium age
group people would like to go to the adventurous places while elderly people would like to go
to the churches.
Dining and Entertainment: The Food choices and entertainment option at the destination also
attracts the customers to buy the packages.
All these elements give the tourists a whole experience of their products and with this Thomson
Holiday will gain the reputation in the industry of Travel and Tourism.
TASK 4
4.1 Nature and role of Promotional mix
The promotional mix includes different methods and tools of communication a company
use in presenting its company. Effective communication helps in attracting the customers
and persuade them to buy the products and services therefore, it is a key component of
marketing mix.
Promotion is one of the primary component of marketing mix.
The main role of promotion is to create the synergy with other three elements of
marketing mix that are product, place and pricing. Promotion of the product enables the
strengths of the product, its availability and its fair price.
Promotion mix in broad sense includes three techniques: advertising, personal selling and
public relations. The most expensive part of the promotion for Thomson is advertising as
it includes media such as radio, television, newspaper and internet. Personal selling is
more interactive and requires more assertive persuasion. While, public relation includes
goodwill and community involvement.
11
accommodations to them.
Transportation: Transportation should be effective and timely and should be feasible for
customers.
Attractions: Thomson Group should plan the attractions according to the age group of the
tourists (5 Main Components of a Better Tourism Product, 2016). For example, medium age
group people would like to go to the adventurous places while elderly people would like to go
to the churches.
Dining and Entertainment: The Food choices and entertainment option at the destination also
attracts the customers to buy the packages.
All these elements give the tourists a whole experience of their products and with this Thomson
Holiday will gain the reputation in the industry of Travel and Tourism.
TASK 4
4.1 Nature and role of Promotional mix
The promotional mix includes different methods and tools of communication a company
use in presenting its company. Effective communication helps in attracting the customers
and persuade them to buy the products and services therefore, it is a key component of
marketing mix.
Promotion is one of the primary component of marketing mix.
The main role of promotion is to create the synergy with other three elements of
marketing mix that are product, place and pricing. Promotion of the product enables the
strengths of the product, its availability and its fair price.
Promotion mix in broad sense includes three techniques: advertising, personal selling and
public relations. The most expensive part of the promotion for Thomson is advertising as
it includes media such as radio, television, newspaper and internet. Personal selling is
more interactive and requires more assertive persuasion. While, public relation includes
goodwill and community involvement.
11
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4.2 Promotional campaign for thomson
Enclosed in poster.
CONCLUSION
From the above study it has been concluded that, marketing for travel and tourism
industry is as essential as for any other industry. It plays a vital role in attracting new customers
and maintaining the existing ones. It is the driving force for preparing the best tour packages
according to the need and demand of customers. The above study has been conducted for
Thomson Holidays tour operator. It has been noticed that Thomson is using best practices for
marketing its products and services. An effective promotional campaign for the tour to Spain and
Turkey is been prepared for the summer holidays 2019 for Thomson Holidays tour operator.
12
Enclosed in poster.
CONCLUSION
From the above study it has been concluded that, marketing for travel and tourism
industry is as essential as for any other industry. It plays a vital role in attracting new customers
and maintaining the existing ones. It is the driving force for preparing the best tour packages
according to the need and demand of customers. The above study has been conducted for
Thomson Holidays tour operator. It has been noticed that Thomson is using best practices for
marketing its products and services. An effective promotional campaign for the tour to Spain and
Turkey is been prepared for the summer holidays 2019 for Thomson Holidays tour operator.
12

REFERENCES
Books and Journal
Andergassen, R., Candela, G. and Figini, P., 2013. An economic model for tourism destinations:
Product sophistication and price coordination. Tourism Management. 37. pp. 86-98.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Horner, S., 2016. The Future of Market Segmentation and Relationship Marketing in the
Tourism and Hospitality Sectors. Atna Journal of Tourism Studies, 1(1). pp.1-14.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review paper).
International journal of information, business and management. 6(2). pp. 95.
Konjer, M., Meier, H. E. and Wedeking, K., 2017. Consumer demand for telecasts of tennis
matches in Germany. Journal of Sports Economics. 18(4). pp.351-375.
Lee, K. C., and et.al., 2013. An agent-based fuzzy cognitive map approach to the strategic
marketing planning for industrial firms. Industrial Marketing Management, 42(4). pp.552-
563.
Leonidou, and et.al., 2013. “Greening” the marketing mix: do firms do it and does it pay off?.
Journal of the Academy of Marketing Science. 41(2). pp.151-170.
McGivern, Y., 2013. The practice of market research: an introduction. Pearson Higher Ed.
Menon, A. and et.al., 2015. Effective Marketing Strategy-Making: Antecedents and
Consequences. In Proceedings of the 1997 Academy of Marketing Science (AMS)
Perreault Jr, W., Cannon, J. and McCarthy, E.J., 2013. Basic marketing. McGraw-Hill Higher
Education.
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
Strauss, J., 2016. E-marketing. Routledge.
Wilson, A. and et.al., 2012. Services marketing: Integrating customer focus across the firm.
McGraw Hill.
Online
5 Main Components of a Better Tourism Product. 2016. [Online]. Available through:
<http://www.shareyouressays.com/93564/5-main-components-of-a-better-tourism-
product>. [Accessed on 10th October 2017].
13
Books and Journal
Andergassen, R., Candela, G. and Figini, P., 2013. An economic model for tourism destinations:
Product sophistication and price coordination. Tourism Management. 37. pp. 86-98.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Horner, S., 2016. The Future of Market Segmentation and Relationship Marketing in the
Tourism and Hospitality Sectors. Atna Journal of Tourism Studies, 1(1). pp.1-14.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review paper).
International journal of information, business and management. 6(2). pp. 95.
Konjer, M., Meier, H. E. and Wedeking, K., 2017. Consumer demand for telecasts of tennis
matches in Germany. Journal of Sports Economics. 18(4). pp.351-375.
Lee, K. C., and et.al., 2013. An agent-based fuzzy cognitive map approach to the strategic
marketing planning for industrial firms. Industrial Marketing Management, 42(4). pp.552-
563.
Leonidou, and et.al., 2013. “Greening” the marketing mix: do firms do it and does it pay off?.
Journal of the Academy of Marketing Science. 41(2). pp.151-170.
McGivern, Y., 2013. The practice of market research: an introduction. Pearson Higher Ed.
Menon, A. and et.al., 2015. Effective Marketing Strategy-Making: Antecedents and
Consequences. In Proceedings of the 1997 Academy of Marketing Science (AMS)
Perreault Jr, W., Cannon, J. and McCarthy, E.J., 2013. Basic marketing. McGraw-Hill Higher
Education.
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
Strauss, J., 2016. E-marketing. Routledge.
Wilson, A. and et.al., 2012. Services marketing: Integrating customer focus across the firm.
McGraw Hill.
Online
5 Main Components of a Better Tourism Product. 2016. [Online]. Available through:
<http://www.shareyouressays.com/93564/5-main-components-of-a-better-tourism-
product>. [Accessed on 10th October 2017].
13

MARKETING MIX: Thomson Travel shows a bit of leg for online push. 2017. [Online].
Available through: <http://www.campaignlive.co.uk/article/marketing-mix-thomson-
travel-shows-bit-leg-online-push/68987>. [Accessed on 10th October 2017].
14
Available through: <http://www.campaignlive.co.uk/article/marketing-mix-thomson-
travel-shows-bit-leg-online-push/68987>. [Accessed on 10th October 2017].
14
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