Strategic Marketing in Travel & Tourism: Issues and Solutions

This report examines various marketing issues within the travel and tourism sector, focusing on product and service-related challenges such as the product life cycle and product development. It also addresses pricing concerns, including promotional and discounting strategies, and explores problems related to 'place,' using Thomas Cook as an example to illustrate decision-making regarding service delivery routes. The report emphasizes the importance of the service sector mix (people, process, and physical evidence) in attracting customers. Furthermore, it distinguishes between primary products (e.g., summer holiday tour packages) and secondary products (e.g., travel insurance, foreign exchange) offered by firms like Thomas Cook. The document concludes by citing several academic resources that provide further insights into sustainable tourism management, marketing to senior consumers, and tourism competitiveness.

Marketing in travel and tourism

 Issues related to product and services :
• Product life cycle
• product development

 Issues related to price:
• Promotional pricing:
• Discounting pricing:

 Problem related to place:
 There are some issues which is relate to place some of them
are as follows:
 Manager of Thomas cook need to make decision that it
consider long route or short route for delivering the services
to its customers.
 For instance, Thomas cook manager make decision to follow
the short route then it increase the satisfaction level of its
customer.

A business which offer services to its customer such
as healthcare , travel and hospitality etc.is come under
service industry. Thomas cook need to use service
sector mix elements in order to attract large number of
customer is as follows:
•People:
•Process:
•Physical evidence:

• There are two different category that is
primary and secondary.
• Primary are the main product which
company offer to its customer.
• In the present case Thomas cook is
offering summer holiday tour package to
its customer which is a main product.
• It has been find out that organization is
offering one of the tour package.

 Secondary product of the firm are known as the
additional services which are as follows:
 Travelling:
 Insurance facility:
 Foreign exchange:


 Benson, A. M., Tilbury, J. and Wickens, E., 2012. Sustainable Tourism
Management and Marketing. Journal of Hospitality Marketing &
Management. 21(7). pp.703- 709.
 Blanke, J., 2007. The Travel & Tourism Competitiveness Report 2007:
Furthering the Process of Economic Development. World Economic Forum.
 Carter, J., 2007. Structural modeling of resident perceptions of tourism and
associated development on the Sunshine Coast, Australia. Tourism
management. 28(2), 409-422.
 Chevalier, C. and Serre, L. D., 2012. Marketing travel services to senior
consumers. Journal of Consumer Marketing. 29(4). pp.262 – 270.
 Christensen, S., 2010. Frommer's Dubai. John Wiley & Sons.
 Devashish, D., 2011. Tourism Marketing. Pearson Education India.