Marketing Strategies for Travel and Tourism: A Comprehensive Report

This report provides a comprehensive analysis of marketing within the travel and tourism industry. It begins with an overview of core marketing concepts, including the impact of the marketing environment on businesses and tourist destinations, and explores factors influencing consumer motivation and demand. The report delves into market segmentation principles and the importance of strategic marketing planning, as well as the role of marketing research and information. It also examines the influence of marketing on society and addresses issues related to product, price, place, and the service sector mix. The concept of the total tourism product is discussed, followed by an examination of the integrated nature of the promotional mix and the development of an integrated promotional campaign. The report concludes with a summary of key findings and provides references to relevant literature.

Marketing travel &
tourism

TABLE OF CONTENTS
A39469INTRODUCTION.............................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing for the travel and tourism sector..........................................1
1.2 Impact of the marketing environment on individual travel and tourism businesses and
tourist destinations..................................................................................................................1
1.3 Factors affecting consumer motivation and demand in the travel and tourism sector....2
1.4 Principles of market segmentation and its uses in marketing planning............................3
TASK 2............................................................................................................................................3
2.1 Importance of strategic marketing planning for travel and tourism business or tourist
destination...............................................................................................................................3
2.2 Relevance of marketing research and market information to managers in the travel and
tourism sector.........................................................................................................................4
2.3 Influence of marketing on society....................................................................................4
TASK 3............................................................................................................................................5
3.1 Issues in the product, price and place elements of the marketing mix.............................5
3.2 Importance of service sector mix elements to the travel and tourism sector....................6
3.3 Concept of total tourism product to an individual tourism business or tourist destination...6
TASK 4............................................................................................................................................7
4.1 Integrated nature and role of the promotional mix...........................................................7
4.2 An integrated promotional campaign for a travel and tourism business or destination...8
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

A39469INTRODUCTION
Present report is based on the travel and tourism industry. Important information is
included in the report related with this industry. Core concepts of the industry and how factors
exist in the marketing environment affect the decisions or products of the tourism industry.
Overall tourism product is defined under the report and what are the main factors that affect the
decision of the visitors(Moutinho, 2011). Managers of Thomas cook group can make or
undertake a SWOT analysis of their enterprise in order to make and serve better products to the
services. Needs of the visitors can be satisfy by s A39469erving effective product to them.
TASK 1
1.1 Core concepts of marketing for the travel and tourism sector.
There are number of core concepts related with the marketing of travel and tourism
products. It is essential for the manufacturer to add the basic essentials in the product and
provide quality services to the customers in order to satisfy them and get their loyalty. Before
doing the marketing of products it is essential for the manufacturer to study the different needs
and wants of the customers. Before presenting products to the target customers it is essential to
study the usefulness of the product (Hall, Timothy and Duval, 2012). By doing evaluation of the
entire products and services offer to the customers Thomas cook enterprise can offer better
products to their customers. There are number of factors which affect the process of tourism in
numerous ways. These factors are macro and micro prevail in the market other than these
suppliers, economy, customers, political factors and many more affect this process. There are
number of factors which affect or motivate the visitors to take the decision. The factors which
affect or motivate the visitors include geographic factors include region or area from which
visitor belong or lives. Other than these demographic factors include age, gender of the visitors
also affects his decision relating to the travelling. Other than these factors there are some internal
and external factors exist in the enterprise affect its operations.
In the context of marketing Thomas cook group must take or use the opportunity to create a
policy to provide better services to the visitors to satisfy their needs.
1.2 Impact of the marketing environment on individual travel and tourism businesses and tourist
destinations.
Marketing environment compromises many factors which affect the process of travel and
tourism. For better understanding the marketing environment an enterprise can understand the
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SWOT analysis. This include simply undertaking a research in order to analysing the strength,
weakness, opportunities and strength of the enterprise. Marketing information system also helps
the manager in providing useful information and manager of the enterprise can well analyse the
current trend exist in the to well deliver a quality product to the visitors or customers. There are
various forecasting techniques which a manager can use to forecast the needs of the visitors. The
policies made by the manager affect the society and its propel at large extent (Sigala, Christou
and Gretzel, 2011). All the products and services offered to the customer should be of according
to all ethical and legal considerations otherwise it will create an issue for the enterprise in future.
Other than this there are various factors exist in the market that affect the process of
travel tourism so it is the responsibility of the manufacture to consider all the factors before
making the final product for the customers and serve to them. Considering all the factors which
affect the final product will help the manufacture to make and deliver better products to the
customers.
Marketing environment and factors exist in marketing environment affect the process of
travel and tourist of an individual. It consists legal and political framework of a country. Income
level of individual his attitude and behaviour all this affect a person choice all these help him in
deciding the place he want to go.
Morocco and Egypt is a tourist destination having effective and well services which attract a
large number of visitors and tourist there. By providing effective services these get success in
better satisfy the needs of the customers and influence them for repurchase.
1.3 Factors affecting consumer motivation and demand in the travel and tourism sector.
In the tourism sector there are number of factors which motivate the customers. It i9s
very important for a manufacture to to understand the needs o0f the visitors and to study how
these can be fulfilled. In order to understand the needs of the individual Maslow gives first
motivation theories that motivate or influence the individual to satisfy the needs. He shows the
level of needs and after satisfying one need the individual tries to satisfy the another need.
Physiological needs, safety needs, social needs,esteem needs and self fulfilment this is the order
of neds described in the maslow theory. Other than this various writers writers try to attempt the
needs of the individuals it comes on the surface that there are basically two main factors push
and pull which affect the decision of a visitor(Evans, Stonehouse and Campbell, 2012).
Destination's attractiveness, desire of the visitor to explore to different experiences are some
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factors which comes under the pull factors. Discounts given by the various service provider and
special offers which influence the visitor decision come under the push factors. Other than these
basic factors there are number of factors which affect or motivate the decision of the visitors . By
well studying the needs and motives of the different visitors marketer of the firm can make a
batter plan to attract or influence large number of visitors to different destinations.
1.4 Principles of market segmentation and its uses in marketing planning.
Segmentation simply means making a homogeneous market from the large heterogeneous
market. There are large number of customers prevail in the market not every enterprise has
sufficient resources to serve all the customers so the marketer segment the large customers and
make a segment of the customers sharing same interests. It is very important that segmentation
should be based on a relevant basis. The segmented market should be target and should have the
penitential to provide growth opportunities to the enterprise(Hudson and Thal, 2013).
Segmentation can be based on any issues which the marketer think is useful. Types of
segmentation:
 Demographic segmentation: Demographic segmentation based on the age, gender,family
and income of the individuals . Under this segmentation the marketer tries to identity the
needs of the individuals having same age or income level.
 Psycho graphic segmentation: under this type of segmentation the marketer make a group
of people sharing same kind of lifestyles. Under this attitude, behaviour, personal traits
and values of the individual are study by the marketers.
 Geographic segmentation: under this segmentation is done on the basis of state, region
where the customers live. This segmentation is done by the marketer because it is not
necessary that one product which satisfy the needs of people living in one state will
satisfy the needs of the people living in other state.
TASK 2
2.1 Importance of strategic marketing planning for travel and tourism business or tourist
destination.
Planning means deciding in advance about the future activities of the business operations.
Marketing planning includes taking the decisions related with the marketing of the tourism
products. Planning helps the marketer in deciding in advance about the important decisions taken
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in the business environment. Planning helps the manager in making quality products for the
customers and well satisfy their needs and wants(Dasgupta, 2011). Deliver a product to the
visitors without planning will not give fruitful results to the enterprise. An effective planning is
very necessary to achieve the desired results. For achieve the desired results the marketer can do
SWOT analysis of the enterprise. SWOT analysis helps the marketer in analysing the strengths,
weakness of the enterprise and at the same time helps in evaluating the opportunities or threats of
the enterprise in order to get desired results. Effective strategies should be adopted by the
marketer to achieve the desired results. For making an effective quality product study of tourist
life cycle product will helps the managers in providing useful information and add relevant
features in the product. Varies tactics and strategies are adopted by the marketer to effective plan
for the tourist's products and give them a satisfactory experience.
Advance planning always provide various advantages to a business owner. It helps them
in utilising all resources of a business to generate large number of profits. Ahead or future
planning provide an opportunity to marketer for build or create facilities at tourist destination so
needs and wants of customers could be satisfied.
2.2 Relevance of marketing research and market information to managers in the travel and
tourism sector.
Marketing research is a process of collecting information in order to make the products
better. Market research helps the manager in undertaking effective production process to achieve
the set results. Marketing research analyse all the factors exist in the market and also analyse the
opportunities exist in the market. Marketing research is a process of collection of data in order to
define the well production process and provide better services to the visitors. Marketing research
not only helps in making an effective market plan but also helps the enterprise in identifying the
target customers(Molina, Gómez and Martín-Consuegra, 2011). Thomas cook enterprise can use
the relevant information collected after conducting the marketing research in order to provide
better products and services to the customers. Marketing research helps the enterprise in making
effective decision relating with the business operations. Marketing research is a process of
collecting , analysing and interpreting the data to take decision in the business. This helps in
achieving the objective and improving the quality of the products and services.
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2.3 Influence of marketing on society.
Marketing of the tourism products and services have a great impact on the society. The
factors which affect the society are the following:
 Advising the consumers: In the process of marketing of tourism products the enterprise
advertise various information in order to educate the customers related with the various
tourist products. This results in increasing the sale of the tourism products.
 Supervision of potential customers: Not all the efforts of the tourism industry is done to
satisfy or educate the existing customers but some efforts are done by the industry in
order to influence the non buyers to make the purchase of the service.
All the decision taken by the enterprise affect the society some affect on a small basis while
other on a large basis.
Marketing influence action of person in numerous ways. Various marketing activities
helps individuals in finding their unsatisfied or unmet needs and help them in taking an effective
decision. Marketing helps individuals or give them information about various features and
unique facilities of a business to take a decision.
TASK 3
3.1 Issues in the product, price and place elements of the marketing mix.
Marketing mix is an essential concept in every enterprise(Standing, Tang-Taye and
Boyer,2014). The concept of marketing mix is a mix of four elements product, price, place and
promotion. It is necessary for the managers understand the all in order to perform well and take
better decisions in the business. Four elements of marketing mix include the following:
 Product : Product is the main features offered by the enterprise to its customers. Offering
right product to the right customers is very essential . Before introducing a new product
to the customers it is very essential to check its usefulness in order to evaluate its success.
Under this industry there is not any physical product whose ownership is given by the
enterprise to the customers because it is service beds industry but physical products can
be used by the marketer in order to better the experience of the visitors.
 Price: Price is the monetary value charged by the enterprise by its customers. It is very
necessary for the enterprise to set right price for the product in order to attain all the
monetary objectives(Tsiotsou and Ratten, 2010). The price of the product should be that
it gives value for money to the visitors, if the manufactures et the price too low than it
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will attract a large number of visitors but the enterprise will fail to generate the profit
from its business operation's and on the other hand if the manufacturer set the price too
high than it will fails to attract the visitors so it is very necessary to set the right pricer for
the right product in order to attract the customers at the same time helps the enterprise in
generating large amount of profits.
 Promotion : Promotion includes the marketing of the product done by the enterprise to
attract or influence the large number of visitors to buy the product or consume the
service.
 Place: Place plays very effective role in the tourism industry because place is the one
where the transaction takes place.
Proper emphasis should be given on the product, price, place promotion in order to
satisfy the needs of the visitors of Egypt because tourism is a service based industry so proper
emphasis should be given of these.
Being a service based industry it become essential for marketer of travel and tourism
industry to give consideration on critical issues of all P's. In a product industry it is very easy for
marketer to decide the price of product but when it come to a service it become little difficult to
set the right price of a service to get maximum profits. Other than this large number of issues rise
in tourism industry so marketer has to give proper consideration in order to solve the issues.
3.2 Importance of service sector mix elements to the travel and tourism sector.
In service sector elements of marketing mix not play the same role as in the product
sector. Because service is a intangible which a visitor can not see or touch like the product the
customers can only do the consumption of the service(Pan and Li, 2011). In the product industry
the services can not see the production process process but in the service industry the services are
generated or deliver to the customers at the same time. And this helps the customers in
comparing the services of various service providers. In the service sector product is not a
physical entity which can be touch by the visitors in this industry the product is the places or
services which the visitors feels or consumes but can take away for the home like in the product.
Other than this the other element of service mix includes price (Hays, Page and Buhalis, 2013).
Price plays an important role in the growth of the industry how a customer evaluate that price of
the service is low or high is a big and complex question arise in this industry. Other than this
another element of service mix includes the promotion. Which type of promotional strategy will
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give good results to the enterprise by influencing number of visitors is a big question towards the
manager. Manager of the enterprise has to evaluate all the factors and strategies and chose the
effective one.
People: when it comes about travel and tourism industry it is better to understand the
concept of people. Under this the people come who provide or deliver the services to the final
visitors.
Process: Process refers to the steps include in consuming the final tourism product. If the process
will be complex than it will not attract large number of visitors.
Physical evidence: under the travel industry there is not much physical evidence but some
products helps in increasing or satisfying the needs of the visitors.
Elements of marketing mix play an essential role in travel and tourism industry. All
elements helps in deciding the success of this sectors so marketers of this sector need to
undertake various activities in order to use these elements in a way so that maximum individual
can be attracted to the tourist destination and profits can be generated,
3.3 Concept of total tourism product to an individual tourism business or tourist destination.
Tourism is not a single industry it is a combination of many industries including
hotels,travel agencies, tour operators, airlines and many more. All the enterprises combines and
make a total product. The experience gain after costuming all the serv8ices provided by various
industries is called visitors' experience. Product of tourism involves a bundle of services or
combination of various services provided to the visitors in order to gain their satisfaction. The
commination include physical product or objects, services ,places, ideas and many more(Le
Serre and Chevalier,2012). A tourism package is one which results in achieving large number of
satisfy customers. There is no physical product which offers by the industry to its customers but
there are number of products which can be used by the industry in order to enhance the quality of
services. Under the concept of products, the products purchased by the visitors during the
process of travelling comes. Tourism product is a combination of all the experience or all the
services provided by number of enterprises. Tourism product include all the basic or luxury
products. By understanding or study the tourism product Thomas cook enterprise can do the
efforts in order to better satisfy the needs of their customers and can help them in order to gain
an effective tourism experience.
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So from the above information one can understood that tourism is a experience after
experiencing all the services during the whole trip.
Managers of Thomas cook group can understand the concept of tourism product and this will
help them in better satisfying the needs and demands of the customers and will increase the
visitors traffic. So this is very important to understand the tourism product in order to give the
visitors an outstanding experience.
Total product of a tourist sector include the experience satisfaction or dissatisfaction of a
tourist. It is responsibility of a manager of tourist destination to add all facilities to enhance the
experience of a tourist. This will influence people to against visit the place.
TASK 4
4.1 Integrated nature and role of the promotional mix.
Marketing or promotion mix is a tool used by the enterprises to increase or boost up the
sales. Promotion mix is a useful tool used by the enterprises to do the marketing of product or
services. Promotion is done in order to create the awareness in the mind of the customers, society
in order to create a demand for the services. Promotion is done by the enterprises in order to
achieve a good place in the market better than the competitor. It is a way of communicating the
services offered by the enterprises to the customers(Garín-Muñoz and Pérez-Amaral, 2011).
Thomas cook group can use number of promotion tools in order to influence large number of
customers. Tools of promotion include advertising,sales promotion,discounts and many more.
Thomas cook provide number of services to the customers including wide range of tourist
products. Promotion mix helps the enterprises in achieving the various objectives by inviting or
influencing large number of customers. Promotion mix is a useful tool because it helps in
communicating the various features of products and services to the large market. Effective use of
promotion elements results in increasing the number of customers or the enterprise product or
service. Promotion mix can also be used by the enterprises in order to introduce a new product
before the large number of customers.
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4.2 An integrated promotional campaign for a travel and tourism business or destination
As a manager of Thomas cook group I would like to present or say that:
 Advertising is a promotion or declaration of important facts before a large number
of customers, suppliers,market intermediaries and many more. Internet, television
are the main source of communication.
 Public relations: Public relations means create and maintain a relation with the
public in order to increase the reputation of the firm(Gertner,2011). Public
relations activities include conferences,web based publicity, press editorial and
many more.
 Sales promotion: Sales promotion is a activity of doing the promotion by giving
rewards or offering 1+ 1 product to the customers in order to increase the sales.
Other than these promotion mix techniques there are number of aspects which affect the demand
of a product:
 Differentiation: In this direction Thomas cook group give more emphasis on providing
special services to its customers.
 Appealing marketing: Appealing marketing includes Positioning the services at a charge
of low than the competitor.
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As a marketing manager of a travel and tourism industry various tools can be used by
manager to promote the features of a tourist destination. Choosing or making a combination of
various promotional tools is not easy for a service industry so there is a need to give proper
consideration on cost related with each tool and its effects on influencing tourist. For this
advertising cab be used as an effective tool to influence large of people to tourist destinations.
CONCLUSION
From the above report it can be concluded that managers of Thomas cook group can
attract a large number of customers by proper using the promotional tools available. Other than
this there are number of factors which affect the needs of the visitors and motivate them to take
the particular decision (Cox and Wray, 2011). Managers of Thomas cook can better satisfy the
needs of different customers by studying their needs and wants. Tourism is not a single industry
it is a combination of all services provided to the visitors during the trip. Tourism product
include all the experience gained by a visitor during the trip.
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REFERENCES
Books and journals
Moutinho, L. ed., 2011.Strategic management in tourism. Cabi.
Hall, C.M., Timothy, D.J. and Duval, D.T., 2012.Safety and security in tourism: relationships,
management, and marketing. Routledge.
Sigala, M., Christou, E. and Gretzel, U. eds., 2012.Social media in travel, tourism and
hospitality: Theory, practice and cases. Ashgate Publishing, Ltd..
Evans, N., Stonehouse, G. and Campbell, D., 2012.Strategic management for travel and tourism.
Taylor & Francis.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing.Journal of Travel & Tourism Marketing.30(1-2). pp.156-160.
Dasgupta, D., 2011. Tourism marketing.India: Dorling Kindersley.
Molina, A., Gómez, M. and Martín-Consuegra, D., 2010. Tourism marketing information and
destination image management.African Journal of Business Management,4(5), p.722.
Tsiotsou, R. and Ratten, V., 2010. Future research directions in tourism marketing.Marketing
Intelligence & Planning.28(4). pp.533-544.
Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations.Current issues in Tourism.16(3). pp.211-239.
Le Serre, D. and Chevalier, C., 2012. Marketing travel services to senior consumers.Journal of
Consumer Marketing.29(4). pp.262-270.
Garín-Muñoz, T. and Pérez-Amaral, T., 2011. Internet usage for travel and tourism: the case of
Spain.Tourism Economics.17(5). pp.1071-1085.
Gertner, D., 2011. Unfolding and configuring two decades of research and publications on place
marketing and place branding.Place Branding and Public Diplomacy.7(2). pp.91-106.
Cox, C. and Wray, M., 2011. Best practice marketing for regional tourism destinations.Journal
of travel & tourism marketing,28(5), pp.524-540.
Pan, B. and Li, X.R., 2011. The long tail of destination image and online marketing.Annals of
Tourism Research.38(1). pp.132-152.
Standing, C., Tang-Taye, J.P. and Boyer, M., 2014. The impact of the Internet in travel and
tourism: A research review 2001–2010.Journal of Travel & Tourism Marketing.31(1). pp.82-
113.
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Chon, K.S., 2015. Traveler destination image modification process and its marketing
implications. InProceedings of the 1990 Academy of Marketing Science (AMS) Annual
Conference(pp. 480-482). Springer International Publishing.
Kolar, T. and Zabkar, V., 2010. A consumer-based model of authenticity: An oxymoron or the
foundation of cultural heritage marketing?.Tourism Management.31(5). pp.652-664.
Truong, V.D. and Hall, C.M., 2013. Social marketing and tourism: What is the evidence?.Social
Marketing Quarterly. p.1524500413484452.
ONLINE
Travel & Tourism Marketing. 2016. [Online]. Available through. <http://www.ttmworld.co.uk/>.
[Assessed on 15th May 2017].
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