A Free Samples On "Marketing in Travel and Tourism"

Marketing in Travel and
Tourism
By
TABLE OF CONTENTS
INTRODUCTION ........................................................................................................................................................ 4
TASK 1 .......................................................................................................................................................................... 4
1.1 Core concepts of marketing for Thomas Cook ................................................................................................... 4
1.2 Impact of marketing environment on Thomas Cook and tourist destinations ..................................................... 5
1.3 Factors affecting consumer motivation and demand ........................................................................................... 7
1.4 Analyzing the principles of market segmentation and uses in marketing planning at Thomas Cook. ............... 9
TASK 2 ........................................................................................................................................................................ 10
2.1 Importance of strategic marketing planning ..................................................................................................... 10
2.2 Relevance of marketing research and market information to manager in the T&T sector ................................ 11
2.3 Assessing the influence of marketing on society .............................................................................................. 12
TASK 3 ....................................................................................................................................................................... 13
3.1: Issues in the product, price and place elements of the marketing mix ............................................................. 13
3.2 Importance of service sector mix elements to the travel sector ........................................................................ 14
3.3 Application of total tourism product concept .................................................................................................... 15
TASK 4 ........................................................................................................................................................................ 16
4.1 Assessment of integrated nature and role of the promotional mix .................................................................... 16
4.2 Planning an promotional campaign for Thomas Cook. .................................................................................... 17
CONCLUSION ........................................................................................................................................................... 17
REFERENCE .............................................................................................................................................................. 19
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INTRODUCTION
Travel and Tourism (T&T) has been considered as the group of activities which are associated with short
and long term destination movements. Marketing in T&T is one of the major aspects. It is to study the influence of
people with respect to size of global market. The significance of marketing in T&T is to study the understanding of
demand and supply. With the rising trends of T&T industry, the impact has been directly seen in the economic
sector of nations. It is because; the growth in this industry leads to favor positive development of the country
(Sigala, Christou and Gretzel, 2012). Tourism is not limited to the entertainment or leisure activities. Rather it has
been developed to other sectors such as transport, technology, communication, etc. Therefore, the report will be
prepared with an objective to cover the marketing role and dimensions in T&T sector. The provided case study will
be analyzed to deliver the outcome that demonstrates operations and relevance of marketing department of tour
operating organizations. Furthermore, the discussion will extend to use and impact of various marketing concepts
and tools to the tour business.
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1.1 Core concepts of marketing for Thomas Cook

Marketing concept is about analyzing the customers needs and then making decisions to satisfy those
needs by travel and tourism organization. Tourist needs, demand and wants are important to analyze the marketing
plan for company. The basic customer needs and demands in travel and tourism are as followsSafety and Security- Any traveler or tourist will want to travel safe and sound. The marketing scheme must
pay attention about safeguarding needs in terms of safety and security in Morocco and Egypt (Sigala,
2012).
Value for money- The tourists want value for money as complete satisfaction will only be earned by
Thomas Cook when the customers are duly satisfied by the plans and schemes of firm.
Recreational- Tourists travel for adventure and recreational purposes. Thus the marketing plan has to focus
on the features that make the customers to access recreational and fun activities.
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Products and Market

The product of Thomas cook is to create a marketing plan for summer holidays 2016 package for Morocco
and Egypt. The product is designed to provide beach adventures, shopping facilities, historic sightseeing and water
sport activities (Ashworth and Goodall, 2012). The tour is packaged at a price of 550 per person. Morocco and
Egypt are the leading destinations of the world in terms of travel and tourism that are providing many benefits to
tourists.
Customer Satisfaction and exchange process
The marketing plan of Thomas Cook is designed to generate maximum customer satisfaction by providing
extraordinary services to them. In order to generate customer satisfaction, Thomas Cook has generated an exchange
process of providing gifts and vouchers. This is for increasing the sale and for attracting customers towards the
package.
Emphasis of travel and tourism marketing
Builds Economy- Travel and tourism marketing increases the economic benefits as it generates revenue
models for company in any economy.
Creates goodwill- Marketing also builds brand image and goodwill of country with respect to travel and
tourism (Crooks and et.al., 2011.).
Generates employment Opportunities- Travel and tourism generates employment services for domestic and
international countries residencies which facilitates the economy of country.

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1.3 Factors affecting consumer motivation and demand

Factors affecting Consumer Behavior
1.
Psychological Factors- Thought process, perceptions and attitudes of consumers towards destination and
company are responsible for the fluctuations in travel and tourism industry. The customers psychology
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towards company and the destinations is relevant in their buying behavior (Moutinho, 2011). The
psychological factors may or may not make the tourists purchase the services of company.
2.
Social Factors- Social characteristics of destination being provided by Thomas Cook also affect the
decision making process of tourists. Tourists seek information of cultural significance which is an
important part of traveling to the particular destination.
Consumer decision process
Decision making process impacts the motivations of the tourist and travelers. The decision making process
consists of recognizing destinations that are available to visit. . The next step is searching for information about the
culture and traveling associated activities in the respective destinations. Evaluation is done after this step to ensure
right choice for traveling. Customers then purchase the required package as per the budget and other details. After
purchase, the customer evaluates effectiveness and value for money that he/she gained from the visit (Wood, 2015).
All the above factors step by step influence the mind of customers in purchasing the package and in making decision
regarding the choice of destination.
Consumer behavior
There are four types of tourists behavior that affect the demand in travel and tourism.
Variety-Seeking Consumers- These customers prefer brand switching as they are highly
acknowledged about the market.
Dissonance-Reducing Consumers- They are interested in purchasing and do not pay much
attention towards different companies and services.
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Complex Consumers- These customers know about the difference between brands as they are
highly involved in researching alternatives (Sharpley, 2006).
Habitual Consumers- These customers have low involvement in brand recognition and are
interested in only purchasing the final product from Thomas Cook.
Each tourist behavior is the determinant of customer's behavior and motivation in purchasing the products
and services of Thomas cook.

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1.4 Analyzing the principles of market segmentation and uses in marketing planning at Thomas Cook.
Principles of market segmentation, targeting and positioning are as followed.
Segmentation- Psychographic segmentation is used to segment the target market of Thomas Cook.
Customers lifestyle, their behavior and interest is analyzed to generate the right target market size of the
company. The company has to understand how customers prefer to spend their leisure time in traveling to
different places. This will provide a clear scenario for the company to generate a package based on the
same (Panda and Mishra, 2006). The specification on lifestyle, preference and interest of the customers
will provide the Marketing manger to create a marketing plan based on the specifications of the same.
Targeting- In order to select potential tourist for the summer holiday package, Thomas cook uses
concentrated strategy. This strategy lets the manger to design different promotional messages for the
different groups of customers. For example to attract young age tourist the manger can create promotional
message based on water sporting and adventure whereas the same destination can be used by generating
promotional messages based on historic importance of the destination for the old age group tourists.
Positioning- In order to create a distinct image of the summer holiday package in the tourist Thomas cook
uses pricing as its positioning strategy (Law, 2009). The price of the package can be altered by the
reservation of a star hotel for business class tickets. The same can be changed by reducing the ticket
charges to economy class. Thus alterations can be made in the package based per the convenience of the
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customers. Pricing strategy helps to attract both high level incomer and middle level income for customers
toward the company.
Uses of the segmentation strategy for the company.
1.
Can be changed as per customers convenience or requirements.
2.
Increase the market target size for the company.
3.
Helps in understanding the choice, needs and wants of the customers (Kotler, Bowen and Makens, 2006).
4.
Improves the scope and base of marketing and advertising of the package in the customers.
2.1 Importance of strategic marketing planning

Strategic marketing plan is useful as it helps to detail the process that supports corporate business plan.
This is inclusive of commercial, financial and other resources that forecast the future of tourism business. According
to the given scenario, the importance of strategic marketing planning for Thomas Cook for tourist destination, that
is, Morocco and Egypt has been assessed. It has been determined on the basis of following tools as given
below:Strategic plans
As per the given scenario, marketing manager of Thomas Cook is required to meet the needs of its
business. For the same, the setting of specific objectives is planned (Huang, Pennington Gray and Thapa, 2010).
It is made strategically as it helps in identifying the target market and customers.

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Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis

The role of SWOT analysis in the working of tourism business is to provide a clear view regarding the
advantages that they have on vulnerabilities and competitors. This will enable Thomas Cook to effectively evaluate
themselves with respect to their competitors as well.
Concept of the product life cycle (PLC)
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Thomas Cook while creating its summer holiday plan 2016 needs to strategically plan its products. It
should be made with respect to the products and different phases possessed by them. By assessing PLC, Thomas
Cook will be able to plan alternate marketing strategies to meet its objectives and goals.
Tourist area life cycle (TALC)
The significance of TALC in strategic planning is helpful to Thomas Cook in adapting different plans and
executions. These are helpful in different types of growth perspective that help Thomas Cook to attain its objective
for creating summer holiday trip to Morocco and Egypt.
Boston Matrix
The use of Boston Matrix is generally made for planning long term strategic planning. With respect to the
given scenario, Thomas Cook has to consider its business growth opportunities as well (Cox and Wray, 2011).
Therefore, this tool will help the marketing manager to review the portfolio which assists in investment or product
development.
Strategic and tactical objectives
There is need for Thomas Cook to promote its plan towards mass audience. This will be made with the help
of marketing tactics which includes advertisements, promotional campaign, public relations, e-mail marketing, etc.
This is achieved through strategic planning of various promotional tools.
2.2 Relevance of marketing research and market information to manager in the T&T sector
Marketing is a broader concept which includes certain elements. Research and information gathering are
other elements which cover the collection and classification of various data related with T&T marketing. For a
tourism business, Thomas Cook needs to examine the relevance of marketing information and research
(Chaudhary, 2010). Marketing team of Thomas Cook is also engaged in gathering of information. Researchers in
this regard are considering the collection of information for the achievement of various reasons. These have been
evaluated and analyzed. For conducting visit to Egypt and Morocco, there is the need for making decisions in
various perspectives. The most important among same is the market analysis. This takes in line to the information
about the competitors and their position. Thomas Cook is indulged in same for identifying the competitive level of
their competitors in the same industry. This will be useful in implementing the action plans that can support them in
winning the competitive edge.
Demand and supply has been another significant measurement in T&T sector. Thomas Cook is also
required to collect the data which would help them to know about the demand and need of their customers. The
implementation of Market Information System is one such way. Trend analysis is another crucial need which helps
the marketing team of this tourism business to analyze the market. The relevance of market data collection is also
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required to be made for meeting the demand and forecasting measurement (Chaisawat, 2005). All the processes and
plans which are made before the trip to Egypt and Morocco demands the estimation which is only possible with an
effective market research and gathering of information. Therefore, researchers from marketing team of Thomas
Cook are required to collect secondary type of data collection for meeting the purpose of its business marketing
needs.

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2.3 Assessing the influence of marketing on society

Marketing as a philosophy is interdependent in nature with respect to society and its development.
Similarly, with reference to the present case study, there are several measures which are taken by Thomas Cook in
order to influence the customers. Being their major target, they meet the needs of individuals by the use of various
marketing actions and strategies. For example, indulging in advertisement is one tool which is used by organizations
to appeal the customers for buying their products and services.
Marketing and society has always been associated with each other. Taking this into advantage, the business
strategies are designed and planned by Thomas Cook. However, those have been assessed on various grounds. These
have been detailed as follows:Advertisements have always been acted as a greater influence to the society (Corbin
and Strauss, 2008). Thomas Cook makes an effective use of this tool in promoting its products and services at its
own website. It uses videos, pictures, etc. in its brochure which is effective in attracting and appealing customers.
However, it may create adverse impact when travelers did not experience the same as promised to them before the
event. This may negatively affect the companys reputation and goodwill.
Corporate Social Responsibility (CSR) is another way of pursuing community on the basis of ethical goals.
Thomas Cook has promised its customers trip to Egypt and Morocco with the assurance of safety and security. For
the same, they have communicated their CSR policy to influence its customers. However, there are instances when it
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may adversely affect the business. This is when due to its limitations of high costing; it may not be able to fulfill
their demands and expectations (Bandyopadhyay, 2001).
There are various measures which are taken by Thomas Cook in promoting its products. This is made
through the use of heavy costing that is involved in publicity of its services. This is good initiative taken by them
with an assurance of delivering their message to the mass audience. However, there is not sure probability of the
way in which customers deal with the same. They may develop adverse impact in similar regards or may not satisfy
completely. This type of influence proves to be ineffective when instant feedback is required from the customers.
3.1: Issues in the product, price and place elements of the marketing mix
A tool which is generally used by market researchers to determine the position of its brand is marketing
mix. However, it is essential to review them periodically in order to assess the issues which are developed in
marketing mix. They areIssues in Product
Product life cycle- The product is delivery the recreational purpose of the customer in summers. Thus the
life cycle of the product is a issue for the company. As the same package cannot be used in during winters
or spring season.
Product development- The main issued during product development is meeting the needs and requirements
of the customers to the fullest (Hall, Timothy and Duval, 2012). Development of the existing product also
creates problem for the travel provider.

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Issues in Price
Price setting considerations- The main issue in price mix is considering the right price for the product. The
manger has to evaluate lot many factors before finally placing the right price for the package. For example
a high priced may not be successful in the market.
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Factors affecting pricing decisions- Factors like tax rates, inflation, exchange rates ans etc. are responsible
in affecting the price of the package of the travel provider. These factors may increase the package price in
case of hike in the rates, which is not favorable for the product aimed at middle level income group.
Issues in Place
Location and access- Selection of right location is important in travel and tourism industry. The company
has to think about the availability and whether the facilities are accessible at the destination or not (Law,
2009).
Distribution channels- The right travel mode for example cruise , flights or trains. Etc. is important part of
the package. Availability of the appropriate distribution channel, for the passengers sometimes becomes
difficult in few parts of the respective destination.
3.2 Importance of service sector mix elements to the travel sector

Being a part of service industry, travels sector has various advantages in terms of service mix. They are-
1.
Product- The nature and characteristics of the package designed by Thomas Cook depends on the service
they provide. The product is designed based on the nature of destination and the characteristics of the
customers.
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2.
Pricing- The pricing policies of Thomas cook are affected by the economical and governmental policies
that prevail in the international country and the domestic country as well (Crowther and Lancaster, 2012). It
is difficult to generate the right pricing for the packages as being a part of service industry it is difficult to
analyze the price.
3.
Promotions- Interactive marketing schemes are used to market and promote the product by Thomas Cook.
The company has to use interactive schemes to lure customers towards buying the product of Thomas
Cook.
4.
Place- In tourism industry place is defined by the destination chosen by the customers,. It is important as
the customer will identify the product with the destination. Thus Thomas cook has to analyze the right
destination and has to generate effectiveness of the service to be generated in the destination.

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5.
People- In service industry people are defined as the IT programmer, marketing manager, human resource
manger etc. Thus the employees working in Thomas cook are the element that will generate services to the
customers and they will define the services of the Thomas Cook (Bowling, 2009).
6.
Process- The service is a way to deliver service to the customers. Thomas cook has to pay importance ion
providing quality services to the customers to ensure customer loyalty and satisfaction.
7.
Physical evidence- As services are intangible in nature it is not easy to provide physical evidence of the
service. Services like restaurant provide ambiance, sitting and food which accumulate to form physical
evidence. Only complete customer satisfaction is a tool to analyze physical evidence of any service being
provided in travel industry.
3.3 Application of total tourism product concept
Total tourism product is defined as a combination of various services and elements

provided by the tourism provider for attaining customer satisfaction. The product is designed to
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attract the customers to purchase tourism product It includes sight seeing, physical objects,
services and many more things that are generated in the package provided by Thomas Cook. The
basic aim of the tourism product is to sale services and product in a way that they tract customer
loyalty and satisfaction (Kotler, Bowen and Makens, 2006). As tourism is a experience and is
intangible services. Thus customer satisfaction is important characteristic of the tourism product.
The product is designed in two part as described below.
Primary Needs of Customers in Morocco and Egypt are sightseeing of historical places
and water sport activities. It is a primary needs as it fulfills the basic purpose of the destination.
The tourist interested in historical places, beaches and water sports will be influenced by the
important features of these places. Knowledge seeking prospects of the place will be an
important feature in preparing the marketing plan for promotional activity if the company.
Secondary needs of Customer are good food, recreation, shopping and accommodation
facilities. These features are secondary to the customers as they think next to primary needs
about them. The customers wants a sober place to stay, good food which is easy to get. Thus
these form secondary needs in formulating package for the customers (Xiang and Gretzel, 2010).
These are secondary needs as the fulfillment of the primary needs will encourage the customer to
satisfy the secondary needs while traveling to any destination of the world.
4.1 Assessment of integrated nature and role of the promotional mix
Promotional mix focuses on four important elements of promoting a product designed by

the company. Promotional mix is an important tool on marketing the services to the right
customer. Nature and role of Promotional mix is discussed below asAdvertising- It is an way of communication of the services been provided by Thomas
Cook. Frequency of advertising messages is important to generate interest of the
customer toward the products and services of the company. Advertising activity helps the
company to create new potential customers for increasing sales of the company (Hall,
Timothy and Duval, 2012).
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Sales promotion- It is a method to stimulate consumer purchase through contests,

sweepstakes, coupons, and etc. These are important as they generate interest of the
customers towards the services provided by the company. They serve as a short term
promotional activity directed to directly hit the eye of the customer.
Public relation- To build a positive image of the company in the eyes of the customer
public relations activities are important. It helps Thomas Cook to evaluate public
attitudes towards the services being provided by the company. It plays an important role
in placing the brand image if the company in the market.
Personal selling- It lets the company to directly interact with the client by face to face
meeting or through telephonic conversations. The sale person through his/her caliber sells
the products and service of the company to the customers (Sharpley, 2006). It plays a
crucial role in manipulating the customer and emphasizing on purchasing of packages
which are designed by Thomas Cook.
4.2 Planning an promotional campaign for Thomas Cook.
Promotional campaign of Thomas cook is planned with the help of social media
marketing. The company uses social media to attain maximum customer base for sales. Social
media is the most trendy tool used and access by almost all around the world. The company
identified that tourist and customers are using more of social media. Instagram, Facebook,
Whatsapp are among the most important tools of social media as they save time and money of
the company (Corbin and Strauss, 2008). They are popular and can be used from any part of the
world which makes it easy for the company to use them in their promotional activity.
CONCLUSION
The above research is based on marketing of travel and tourism services provided by Thomas Cook. As a
marketing manger it is important to understand the importance and role of marketing techniques to increase the
market share of company. Tourist and travelers needs and and wants are also studied in the research which provides
that the company has to generate maximum customer satisfaction in order to gain goodwill in the market. Finally it
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can be said that marketing and promotion of the products and services increase the sales and profitability of the
company as it lures the customers in purchasing the products.

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REFERENCE
Journals and Books
Aaker, D., 2011. Marketing Research. John Wiley and Sons.
Argyrous, G., 2011. Statistics for research with a guide to SPSS. 3rd ed. London; sage.
Ashworth, G. and Goodall, B., 2012. Marketing tourism places. 2. Routledge.
Bowling, A., 2009. Research methods in health: investigating health and health services. 3rd ed. Maidenhead: Open
University Press.
Bryman, A., 2012. Social Research Methods. Oxford: Oxford University Press.
Chaudhary, M., 2010. Tourism marketing. New Delhi, India: Oxford University Press.
Corbin, J. and Strauss, A., 2008. Basics of qualitative research: techniques and procedures for developing grounded
theory. London: SAGE.
Cox, C. and Wray, M., 2011. Best Practice Marketing for Regional Tourism Destinations. Journal of Travel &
Tourism Marketing. 28(5). pp.524-540.
Creswell, J. W., 2009. Research design: qualitative, quantitative, and mixed methods approaches. 3rd ed. London:
SAGE.
Crooks, V.A. and et.al., 2011. Promoting medical tourism to India: Messages, images, and the marketing of
international patient travel. Social Science & Medicine. 72(5). pp.726-732.
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Crowther, D. and Lancaster, G., 2012. Research Methods. 2nd ed. UK: Routledge.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and tourism. Taylor & Francis.

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Marketing in Travel and

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SAMPLE ON MARKETING IN TRAVEL AND TOURISM

1.1 Core concepts of marketing for Thomas Cook

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Products and Market

SAMPLE ON MARKETING IN TRAVEL AND TOURISM

1.3 Factors affecting consumer motivation and demand

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Consumer decision process

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SAMPLE ON MARKETING IN TRAVEL AND TOURISM

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Can be changed as per customers convenience or requirements.

Increase the market target size for the company.

2.1 Importance of strategic marketing planning

SAMPLE ON MARKETING IN TRAVEL AND TOURISM

Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis

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SAMPLE ON MARKETING IN TRAVEL AND TOURISM

2.3 Assessing the influence of marketing on society

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SAMPLE ON MARKETING IN TRAVEL AND TOURISM

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3.2 Importance of service sector mix elements to the travel sector

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SAMPLE ON MARKETING IN TRAVEL AND TOURISM

3.3 Application of total tourism product concept

Total tourism product is defined as a combination of various services and elements

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Promotional mix focuses on four important elements of promoting a product designed by

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Sales promotion- It is a method to stimulate consumer purchase through contests,

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SAMPLE ON MARKETING IN TRAVEL AND TOURISM

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SAMPLE ON MARKETING IN TRAVEL AND TOURISM

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