Marketing In Travel And Tourism


Marketing plays an essential role for all of the sectors by which organisations can offer high quality services as per the requirement of customers. It also helps to enhancement in the level of sales and revenue by fulfilment of customers needs. Travel and tourism sector is considered as the most significant business for a economy. Further, the growth of economy is based on the development of travel and tourism sector. Tourism industry also creates different number of opportunities of employment and it is an element of development of country. Present report is based on the understanding of marketing in travel and tourism for the purpose of achieving growth (Ashworth and Goodall, 2012). For this, the organisation is selected  Thomas Cook that is UK based tour operator organisation. Further, the report covers that the stated organisation is planning summer holiday package to Egypt and Morocco. This report gives clear understanding of the different effects of marketing for making successful package. Moreover, it also covers the different promotional strategies for promotion of the summer holiday package.

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1.1 Understanding core concept of marketing along with principles of marketing in travel and tourism

The concept of marketing can be termed as to determine the needs and wants of the targeted customer group. To identify the choice of customers  and firms make appropriate efforts in order to provide services as per their requirements. There are certain key concepts of marketing as discussed below:

Needs, wants and demands

All of the customers have their own choice as well as needs and it is essential to for an organisation to design products as per their demands for remain competitive in market. For instance, Thomas Cook needs to understand the market for getting information regarding the preference of customers (Buhalis and Foerste, 2015). There are certain strategies are developed by the organisation for attracting large number of customers. Thomas cook also required to give appropriate security to the visitors at the time of travelling. Apart from this, stated firm design products and different services according to the requirement of customers. Therefore, Thomas Cook developed a holiday package for their customers along with appropriate quality of services.

Value of customer and satisfaction

In this, the stated required to make sure that to provide services as per the prices paid by the customers. Further, Thomas cook offered value of services that can be determined which is based on the satisfaction of customers (Dasgupta, 2011).

Exchange transactions and relationship

In this, the customer have to pay the prices which are charged by the tour operators for getting appropriate quality of facilities. The stated firm offers packages according to the needs and wants of the customers for that the organisation required to make some of the specific changes in the package.

Changes in the marketing of travel and tourism

There are different types of changes occurred I the marketing of travel and tourism sector. In modern era, the tour operator such as Thomas Cook make various arrangements for the tourists in the several areas such as accommodation, travelling as well as other leisure services (Evans, Stonehouse and Campbell, 2012). The stated firm also use to track the requirement of customers for making an appropriate trip along with providing comforts to them.

1.2 Assessing the impact of marketing environment on travel and tourism sector

Environment of marketing refers to the various factors which can have impact on the activities of travel and tourism businesses. Further, Thomas Cook is planning summer holiday package for customers to the countries like Egypt and Morocco. In respect of this, they are required to identify the micro and macro factors of the environment which helps them to get appropriate knowledge about the effects of the factors for planning of package. There are some of the micro environmental factors which affects the stated organisation which are discussed below:

Customers- This can be a major factor that can having an impact on the different activities of the business (Garín-Muñoz and Pérez-Amaral, 2011). Further, Thomas cook is required to understand the needs and demands of customers. Through this, it helps in getting data for making plans of packages that is to be offered to customers in Egypt and Morocco. They can also provide high quality of products and services at reasonable prices which can be affordable to the tourists. Thus, with the help of this factor it enhances the satisfaction level of customers so that Thomas cook needs to consider the customers requirement at the time of offering services.  

Competitors- This factor is considered as one of the major rivals of the business and the stated firm is required to concentrate on the different types of strategies which are followed by their competitors. It helps them to make plans for introducing their holiday package to Morocco and Egypt in the market (Goeldner and Ritchie, 2012). Apart from this, Thomas Cook have to make proper strategies of pricing in context of package which helps in building goodwill of business in marketplace.

Macro environment

Technological factors- There is an high level of impact of technological factors on the various types of activities in travel and tourism sector. With the help of e-brochure, stated firm can provide appropriate information regarding to summer holiday package to Egypt and Morocco. Further, they can also make appropriate use of the official website of Thomas Cook for providing information (Goodall and Ashworth, 2013).

Political factors- All of the countries have different legal environment as their rules and regulations which are employed by the government. There is huge impact of the policies on the strategies of company due to the different types of rules and regulations which are created by the government. It is essential to analyse the political environment of different countries at the time of creating strategies. Therefore, Thomas Cook needs to have a look on the competitive policies of the Egypt and Morocco for maintenance of fair competition.

1.3 Factors affecting consumers motivation and demand in travel and tourism sector

There are different types of customers so that the organisation  is required to take decisions as per their preferences. Customer's behaviour plans an essential role for the decision of purchase and demand of services of Thomas Cook in market. The stated firm can provide appropriate products and services through understanding the behaviour of customers. However, there are different factors which can motivate and affects the customers which can also have an impact the demand of services by Thomas Cook which are as follows:

Power of purchasing

There is requirement to analyse the budget of customers at the time of making plans for offering services in the different types of packages. It shows the capacity of spending through the purchasing power of customers (Hall, 2013). Thomas cook create package in some various styles that is based on the income of customers. There are different types of categories are available for customers in packages such as normal to luxurious so that it helps to serve different range of customers.

Personal preference

It is based on the personal preference and values which plays an significant role in the decisions of purchase made by customers. For examples, if the customers want to travel Egypt and Morocco through cruise so Thomas cook can provide such type of service to them (Hudson and Thal, 2013).

Economic conditions

This can be considered as the decisions of purchase which is based on the economic conditions of the market. In context of this, if there is increase in the disposable income of customer so that they are able to pay on the activities of travel ad more interested to take summer holida

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