Report: Marketing Management in Travel and Tourism (Turkey & Spain)

This report delves into the realm of travel and tourism marketing, offering a comprehensive analysis of strategies employed in Turkey and Spain, with a specific focus on the tour operator First Choice. The report explores core marketing concepts, including consumer behavior, market segmentation, and the impact of micro and macro environmental factors on businesses and destinations. It examines the importance of strategic marketing planning, market research, and the influence of marketing on society. Furthermore, the report investigates the significance of the marketing mix, the concept of the total tourism product, and the role of promotional campaigns. It provides insights into factors affecting consumer motivation, marketing planning, and the application of marketing principles in the travel and tourism sector. The report covers various aspects of marketing, from production and product strategies to selling techniques, customer satisfaction, and competitive analysis. It also explores the integration of the promotional mix and the development of integrated promotional campaigns. The report concludes with an overview of the importance of strategic planning, market research, and the role of marketing in society.

TRAVEL AND
TOURISM
MANAGEMENT IN
TURKEY AND SPAIN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing for the travel and tourism sector..........................................1
1.2 Impact of marketing environment on individual travel and tourism business (First Choice)
and tourist destinations (Turkey and Spain)...........................................................................2
1.3 Factors affecting consumer motivation and demand in the travel and tourism sector.....2
1.4 Principles of marketing segmentation and its uses in marketing planing at First Choice 3
TASK 2 ...........................................................................................................................................4
2.1 Importance of strategic marketing planning for First Choice or tourist destination (either
Turkey or Spain).....................................................................................................................4
2.2 Relevance of marketing research and market information to managers in travel and
tourism sector.........................................................................................................................4
2.3 Assessing the influence of marketing on society.............................................................5
TASK 3............................................................................................................................................6
3.1 Importance of marketing mix-..........................................................................................6
3.2 Importance of marketing mix in service sector travel sector:..........................................6
3.3 Concept of total tourism product to individual tourism business:....................................7
TASK 4............................................................................................................................................8
4.1 Integrated nature role of the promotional mix:.................................................................8
4.2 Plan for integrated promotional campaign:......................................................................8
CONCLUSION................................................................................................................................9
REFERENCE ................................................................................................................................10

INTRODUCTION
In hospitality industry, travel and tourism sector provides many services to people like
accommodation, transportation, food, housekeeping, etc. Travel and tourism sector provides their
customers to holiday package, housekeeping, breakfast, room service, food and other
entertainments facilities. In this report, marketing manager of tour operator at First Choice part
of TUI group provides holiday packages in Turkey and Spain. Manager response all the
activities' management to organize holiday package. In this report, concept of marketing and its
impact on individual tourism business will be discussed. It will also study the factor and
principal marketing segmentation and it also refers the planning and strategies of management
and marketing mix of travel and tourism sector.
TASK 1
1.1 Core concepts of marketing for the travel and tourism sector:
In travel and tourism sector, marketing concept refers the analyse the need of their
customers and making decision to fulfil their needs. Those defines the customers’ demands in
various sectors like in travel and tourism sector, customers want proper accommodation services
and other needs. Marketing is the management function which organizes all those business
activities which help to increasing marketing of the business like promotion and advertisement of
the product. Mainly the marketing conception is the strategy that films implement to satisfy
customers’ needs and increase their business sales and maximize profit and beat the competition.
In TUI group marketing of their services do promotion of their holiday package and travel
business. They give advertisement on social media and other social sites. Marketing concept
adopts five steps to define organisational marketing process:
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 Production- In TUI group marketing manager define how production do marketing in
their department. In travel and tourism sector production performs different kinds of task
which increasing their marketing strategies. Product- TUI group presents different kinds of holiday packages to customers which help
to increase marketing of organization. Selling- TUI group performs different types of selling techniques of other business. They
give details about their organisation’s holiday packages and other facilities.
 Marketing- Marketing depends on customers’ needs and their demands. TUI group
provides those services which attract their customers.
Impacts of micro and macro factors in business- Macro and micro factors are effects
organisation internal external functionality. All those factors are control TUI groups marketers
and influence the decisions to creating strategic marketing strategy. Both are effects
organizations opportunities, threats, weakness and strengths in company. Or they affect
organizations environmental, social, political and legal conditions.
2
Illustration 1: core concept of marketing
source:(Tourism marketing.2018).

 Macro environmental factors impacts all the organizational external activities like
supplying, selling, legal formalities etc. they also impact on organizations socials
responsibilities and political conditions.
 Micro environmental factors are effects on organizations strengths, weakness,
opportunities, threats. The main impacts are come for the competitors on organizationals
products.
1.2 Impact of marketing environment on individual travel and tourism business (First Choice)
and tourist destinations (Turkey and Spain)
Major Impact on marketing in travel and tourism customers aware for travel industry they
plan for holiday and take holidays packages for spend their holidays in another place. Travel and
tourism business mainly gives their customers proper facilities for break-fast, dinner, room
services, housekeeping, accommodation, transportation, etc. These services give customers
proper satisfaction and they are enjoying holiday with their family and friends. In TUI group,
marketing is based on customer's satisfaction. Marketing manager provides their customers
summer holiday packages in Turkey and Spain. Manager at first choice to provide their customer
to proper need and their fulfil demands on holiday destination.
TUI group manager ensures to provide proper facilities to their customers. Marketing
manager ensures what types of things impact on their organizations. They ensure all the room
facilities for their customers and luggage loading facilities, housekeeping facilities proper
cleanliness in the room. And proper amities in the each things are placed on their place. In the
travel and tourism business, marketing impact mainly goes for the organisation popularity
because customers always choose what organization which rating is top most and loyal as well.
TUI group provides their customers safe and secure facilities. They safe place in holidays
package and also ensure each every things which needed for customers.
1.3 Factors affecting consumer motivation and demand in the travel and tourism sector
In travel and tourism sector, customer motivate to one thing is safety and entertainment
those are most important for the customers in holiday package customer mainly attract. In travel
sector customers mostly motivate with attractive place and entertainment facilities. Mostly
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customers are satisfied with those facilities and mostly are not. In TUI group, marketing manager
decided to provide those facilities which motivate their customers to provide attractive facilities.
Their motivate to retain their customer to long time. One more thing is motivate customers to in
travel and tourism sector is culture. Culture is attracted their customers to mostly.
In TUI group mostly they making the best environment for their customers so they spend
their holidays with full of enjoy. They also make sure that all the staff member and employees
behave with their customer to politely. Marketing factor also affect their customers motivation
because travel and tourism industry give various advertisement on the television and other social
sites and customers see and they motivate to go those place also enjoying their quality times with
family and friends. In TUI group marketing manager also gives advertisement on television,
social media, and social sites and also gives ads on newspaper and also gives details with ads
about the facilities and safe and secure journey so customer can attract to those facilities and also
motivate to going those place.
4
Illustration 2: factor affecting tourism
source: Tourism Management – Factors .2018

1.4 Principles of marketing segmentation and its uses in marketing planing at First Choice
Market segmentation- Is refers segmentation of products a services in different kinds of
portions and marketing them. Marketing segmentation is identifying by organisation products
their process and their accessibility in the market. In use of marketing planing each portion
divide in each sectors like different kinds of products what different kinds of planing method.
Those methods identifying the processing of marketing and what techniques uses of create
marketing in department. In TUI group market segmentation helps to Identifying they need of
customers. Segmentation is divide customers to according the characteristics and need of
customers. Those segmentations process helps TUI group marketing manager to understand
customer needs and their demands.
Principles of marketing segmentation- principal identifying the characteristics and needs
customers according to the customer’s categories like- Behavioural segmentation- In TUI groups this segmentation helps to identifying which
area gives to benefits to customers. Demographics segmentation- in segmentation helps to understand customers’ needs
according to age, gender etc. Geographic segmentation- In this segmentation helps to identifying TUI organization
which locations is benefits for customers.
 Psycho-graphic segmentation- in this segmentation helps to understand customers think
and their value.
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Marketing planning- Those segmentation helps to make planning for the organisation it
helps to understand customers reaction and their demands and satisfaction level. In TUI group
segmentation provide customers’ needs where they going for holiday and what they do for
marketing planning. Segmentation helps to make plan for marketing in different sections.
Marketing mix-
Price Products Place Promotions
TUI performed
marketing of products
which they have to set
TUI do marketing for
their tourism services
like accommodations
They have selecting
place for marketing
are turkey and Spain.
TUL adopts the
promotion strategies
where they have
6
Illustration 3: market target strategies
source: MARKET TARGETING – TARGET SEGMENTS EFFICIENTLY AND
EFFECTIVELY .2018

pricing according to
organizations
products. They make
plane for do marketing
to set pricing for
company products.
services, transportation
services, food and
housekeeping service
etc.
Where they do
marketing for their
products.
selects tools such
social media, website
operating and
newspapers
promotions.
TASK 2
2.1 Importance of strategic marketing planning for First Choice or tourist destination (either
Turkey or Spain)
It doesn't matter business size, importance is to make those kinds of marketing activities
so people aware of organisation. Importance Strategic marketing plans make business more
successful and also increase their growth. It helps to identifying the business products, cost,
profits and customers related goals or time periods. In TUI group marketing manager helps
understand the importance of marketing planning they take strategic decision of the marketing
plan. TUI group manage create marketing plan for create summer holiday they make strategy to
make planning to organize summer holiday. Manage create plan for facilities which is provided
by TUI group in turkey and Spain. They also planning for how many days continue the holiday
plan.
Strategic marketing planning helps to identify actions to achieve goals in business. It
gives many benefits in the marketing it gives many sources to be marketing in area it also gives
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benefits to introduce with new customers. In TUI group manage set strategic planning for retain
customers and provide the best facilities. In their summer holiday package they set planning for
all facilities like accommodation, transportation, food, room division etc. manager ensure proper
planning for their customer and also ensure proper service for customers. TUI Company make
marketing planes like they give advertisement for their company band they also give details and
ads about their safe and secure facilities.
2.2 Relevance of marketing research and market information to managers in travel and tourism
sector
Marketing research- Is identifying the collecting data which determines the particular
product and service need of customers. It also identifying the competitors’ products information
and how to organizations change their customer’s needs. Organization gain lots off information
form market research they also understand the needs of market research. TUI group marketing
manager do market research about their competitors. They examine what facilities and service
are lack in organisation. They ensure the facilities and service of the customers. Manager
examines the needs and marketing department’s facilities.
Market information- In travel and tourism sector market information is most crucial part
of the business. TUI group manager collect information about the market and also understand the
need of market. In travel and tourism sector manage examine all the market research and collect
information and improve their marketing techniques. They try to developed new marketing
technologies so customer more interact with them. In travel and tourism sector manager try to
developed new things in the holidays they give more facilities like free food facilities so
customer attract with those facilities. TUI group also gives their customers to offer price
packages so customer attract and they adopt their facilities.
2.3 Assessing the influence of marketing on society
Marketing in society including all types of advertising, ranging from website and
television. Businessman investing huge of money for marketing their products and improve their
sales, marketing on society aware their customers for their benefits it helps to retain their
customers and also find new customers. For the summer holiday TUI group creates summer
holiday package to their customers and the main impact goes to customers is they provide
holiday turkey and Spain both place at same price. This impact goes to customers that they have
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befits to enjoying their holidays at two place. For these benefits customers more attract with
those offers.
Marketing on society plays negative and positive role. Some people believe to give expensive
ads on social media. So people aware for organizations service and about them. It helps to
understand service quality and satisfaction for the customers. Its impact on society people are
find their satisfaction of offer and facilities. In TUI group they give holidays package for their
customer according to their demands they all think make sure about the customer requirement
and their facilities they also take decision of implements more facilities for the customers so
more than customer attract to their organization to take holiday package at turkey and Spain.ore
than customer attract to their organization to take holiday package at turkey and Spain.
TASK 3
3.1 Importance of marketing mix-
Marketing mix is chain of strong bonds. It helps to understand the importance of each elements
in business. Whenever in business change existing things it helps in crating a clean marketing
mix of the products. In TUI they give exact direction of all the marketing area like which
service and which facilities attract customer and their needs it also helps to understand
marketing strategies. Marketing mix helps to new product's development. It gives many ideas
which can related to products that can be designed by the company. Marketing mix helps to
classified as new products and designing the marketing mix. It also helps to increasing product's
portfolio. Like some minor changes to the products. Marketing mix elements.
Product- Marketing manager of TUI group handled all the marketing promotions for the
organization. Manager do promotions for their attractive holidays package and also gives
promotions for their safe and secure facilities during tours.
Price- Manager gives attractive price so their customers attract with their holidays packages
they give lower price packages at famous place like turkey and Spain.
Process- TUI group marketing Manager in the market promote their organization process which
include the many service like accommodation, transportation and other facilities.
Place- TUI group give customer to attract packages they give 2 places or holidays at same price.
For this customer attract with their facilities\a and incresing their marketing process.
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3.2 Importance of marketing mix in service sector travel sector:
In travel marketing increasing growth of customer sit gives new customers to the marketing.
Because customer always want to new places and new destination. In travel sector marketing
helps to understand customers needs and which location they demand to go. Importance of
marketing mix in travel industry it helps to understand the pricing strategies and also understand
the place destination and their facilities. Service promotion mix determines not only
organization performance it also defines the loyalty of customers service. In TUI group products
marketing mix defines the what facilities they give in travel sector like transportation service
organization staff receive their customer to airport and also drop to the airport and another
place. They provide proper room facilities and proper amities in the room, they also give
shopkeeping service for the customer and ensure the cleanliness in room. Those facilities
handled by manages they make sure customers all fully satisfied with their service. Place
marketing mix determines in TUI group in turkey and Spain their manager give take
responsibilities to provide famous places in turkey and Spain and customers enjoying their
holidays with family and friends. Importance of people in marketing mix TUI group employees
handle their responsibilities context to the customer. Each of employees handle their
responsibilities with very honesty they always make customer are not had any kind of
disturbance.
3.3 Concept of total tourism product to individual tourism business:
Total tourism business concept refers to group of components or elements, brought together
they satisfy their customer need. Tourism product is anything that can be need for acquisition or
consumption and attraction. These products are total experience of the visitor. Tourism product
is anything that offer in market as per the customer requirements is called product. Tourism
products is can be offer to visitor in their destination. These products satisfy the customers
need. Products offered in the market cost. Tourism products is prime reason for tourist to
choose a destination. This helps to function revenue of the destination. So those products
properly marketed and preserved revenue. These products focus on service and facilities
designed to meet the needs of the customers. Like transportation, attraction, satisfactions,
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accommodation and entertainment which result in customers satisfaction of the components
provide a service to tourist like airlines, travel, companies, hotel etc. in the first choice they give
product for the customer according to their needs they proper accommodations to their
customers and also gives proper facilities with safe policies. They give full entertainments
facilities they provide party function of the customer and some times free foods for customers.
For the children they perform many activities and also provide playground so children also
enjoying their holidays. In travel sector First choice gives attractive pricing holidays so
customers very satisfied with their holidays. Lower and higher people also adopts their
packages.
Actual core and argument products are in TUI group, core products are which is organizations
includes to performed promotions of services like facilities where the people are booking tour
and promotes and actual products of TUI group present various tour like turkey and Spain and
argument products are that various kids of facilities which firm offers to consumers like
accommodation, transportation, food , trip etc.
TASK 4
4.1 Integrated nature role of the promotional mix:
Promotional mix is fourth marketing mix it consists a sales promotion, personal selling
advertising and public relations. It defines how marketing management used this promotional to
do marketing of their products. It mainly helps to understand the reach of objectives and goals.
Promotional marketing organization do marketing for their each department. They do different
types of marketing some times they selling their products personnel like shopkeeper, some
people are gives advertisement on televisions, social media, radio, newspaper etc., some people
are done marketing with close relations. Promotional mix are integrated with marketing because
each of organisation do marketing with their products. In First choice they take decisions for
marketing in their holidays deals.
Product- First choice fives deals summer holiday 2019 in this they provide various facilities to
their customers they provide proper entertainment and accommodations, transportations and food
facilities for the customers.
Place- They give promotions for first 20 booking for discount deals to customer can attract with
their offers. They give prime destination places
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Promotions- First choice do promotions for their attractive facilities, their service and their
promotions facilities.
People- First choice do promotion for their employees hard-working their performance and their
behaviour.
4.2 Plan for integrated promotional campaign:
Integrated campaign planing is more in-depth than just co-ordinating different media
channels, brand marketer applying these methodologies to their every day campaigns matter of
course. Successful integration require multi-channel media planning skills performance tracking
and data interoperation capabilities. In the integrated promotional campaign planing helps to do
promotions in their department. First choice make planing for the summer holidays they present
operation for the planing and promotional ideas. Integrated promotional campaign plan helps to
developed business more attractive. It is helps to develop strategic decisions of the organizations.
In First choice they plan for their customer most attractive facilities like attractive hotels and
attractive place and proper transportation service, each room have bell person who are serve their
service 24 hours. They also present parties of their customers and also gives free food facilities.
For those facilities customers attract and they concern with to take packages of TUI group. First
choice present their holidays with attractive palace with discount deals. They also post each and
every holidays picture and details on their website so customer knows more about their service.
CONCLUSION
In this above report it concluded the travel and tourism in hospitality industry provide
various services to customer which fulfil customers needs and their demands. In this above
report concluded the First choice organize holidays at turkey and Spain. Their marketing
manager promoting their holiday deals and they trying to provide the best facilities for their
customers. In this also concluded the concept of marketing in travel industry and the roles of
marketing mix in travel industry. Marketing how to increasing the customer growth and their
company popularity as well. Travel industry provide those facilities and service which attract to
the customer and visit again.
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REFERENCE
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Çakar, K., Kalbaska, N., Inanir, A. and Şahin Ören, T., 2018. eVisa’s impacts on travel and
tourism: the case of Turkey. Journal of Hospitality and Tourism Technology, 9(1),
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specialization, and economic growth in small island destinations: The case of
Malta. Tourism Management. 65. pp.212-223.
Karaman, A.S., 2016. The pernicious impact of visa restrictions on inbound tourism: The case of
Turkey. Turkish Studies. 17(3). pp.502-524.
Kozak, M. and Kozak, N. eds., 2016. Tourism and Hospitality Management. Emerald Group
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Kozak, M. and Kozak, N. eds., 2018. Tourist Behavior: An Experiential Perspective. Springer.
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Raj, R. and Griffin, K.A. eds., 2015. Religious tourism and pilgrimage management: An
international perspective. CABI.
Ünal, C., Dursun, A. and Caber, M., 2017. A study of domestic honeymoon tourism in
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Vila, T.D., Darcy, S. and González, E.A., 2015. Competing for the disability tourism market–a
comparative exploration of the factors of accessible tourism competitiveness in Spain
and Australia. Tourism Management.47. pp.261-272.
Waller, I.U. and Sharpley, R., 2018. The case of Didim, Turkey. The Routledge Handbook of
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