Marketing in Travel & Tourism: Strategies and Applications

This assignment focuses on marketing strategies within the travel and tourism sector, emphasizing the unique challenges of marketing intangible services. It examines the application of the marketing mix elements—product, price, and place—using Gatwick Airport as a case study, highlighting the importance of providing tangible evidence to customers through infrastructure and service quality. The report also discusses the significance of service sector mix elements like people and physical evidence, illustrating how companies like Thomas Cook ensure customer satisfaction. Furthermore, the concept of the total tourism product is explored, emphasizing the delivery of comprehensive services and information to enhance the customer experience. Desklib offers a range of similar resources for students.

Marketing in Travel
and Tourism

Tourism and travel sector industry is depended on the
marketing process and strategies so much. As these
companies are involved in selling their services that cannot
tried by the client before purchase. The services of the
tourism sectors are intangible in nature so they require some
special techniques to market these services to customers.
INTRODUCTION

The elements of the market mix are as follows:
• Product: Gatwick Airport is one of the largest airports in
UK. It provides various products to the customers of
various linked organisations like Thomas cook. The
airport authority provides god food, market place for
shopping etc. Products are tangible goods that are
provided by companies to their customers in exchange of
some monetary transactions.
The product, price and place elements of
the marketing mix

• Place: The place includes the location where the services
can be utilised. Like the services provided by the Gatwick
Airport siting area, lounge to spend leisure time and rest
during waiting hours
CONTINUED..

The service sector mix elements involved in tourism
sector are defined as follows:
• People: The people are the important assets of the tourism
sector companies as they are the ultimate person who is
dealing with the customers. Thomas cooks is client
friendly workforce to satisfy customer.
Importance of service sector mix elements

• Physical evidence: As the tourism sector is involved in
intangible service providing industry it is necessary that
the company provide physical evidence to client by the
hosting services, infrastructure of company, cultural value
and the product and all required information about the
holiday packages as an evidence to ensure the quality of
services.
CONTINUED..

The companies like Thomas cook is involved in providing
many more services with a holiday packages. The concept
of total tourism product defines ensuring the delivery of all
required product and information to customer that may be
required during utilising companies holiday packages.
Concept of the total tourism product to an
individual tourism business

Kim, J.H., Ritchie, J.B. and McCormick, B., 2012.
Development of a scale to measure memorable tourism
experiences. Journal of Travel Research. 51(1). pp.12-25.
Saraniemi, S. and Kylänen, M., 2011. Problematizing the
concept of tourism destination: An analysis of
different theoretical approaches. Journal of Travel
Research. 50(2). pp.133-143
REFERENCES