Hospitality industry is one of the fast growing industry of the world and is wholly service based industry to satisfy the need and demand of the customers. This industry in itself consist of many other industry like that of hotels, restaurants and travel and tourism. In the role of Assistant Marketing manager at Thomson it is discussed importance of the strategic marketing planning. Marketing in tour and travel industries include doing the promotion of the service Thomson is providing to its customer. As Thomson is a tour operator working in UK and planning a summer holiday in 2019 to Turkey and Spain. This marketing is also effected by marketing environment which include both micro (employee, management, and the other departments) and macro (government, economic factor and natural factor).
As the travel and tourism is wholly a service based industry and in this industry to satisfy or fulfil the needs and demands of customer is of utmost importance. And to satisfy the need and demand of the customer applying the marketing concept is very important. Hospitality industry include sectors such as hotels, restaurants and travel agencies and in Thomson tour operator working in UK and planning a summer holiday 2019 to Turkey and Spain (McCombes, Vanclay and Evers, 2015). The tourism industry mainly depend upon customer satisfaction and is customer oriented industry where it is very essential to marketing of the ravel agency. It follows the dual core of marketing which indicate the first job of marketing is to identify the need of customer and then increase the wants by various forms of promotional activities.
As in the hospitality industry there are no tangible products and only there are the services which are intangible and customer can only feel them. In hospitality industry peoples are the main essence of the company and in Thomson agency also the people are the main resource through whom the can increase the profits (Laws, 2011). The concept of tourism depend on the people working in the industry and for whom they are working for i.e. the customer.
With marketing the industry can grow in a better pace and also develop can grab the market as the tourism industry is growing very rapidly. As Thomson is about to start the tour package of summer 2019 in Turkey and Spain so it seriously needs to do the promotion of this holiday package to attract as many as customer as it can from around the world. And there are many factors both external and internal which affect the marketing in the tourism industry. Micro or internal factors of company which effect the company from within like the employees, management, policy, all departments and the product or service of company (Kozak and Baloglu, 2010). Macro or the external factor which are effecting the company from outside like the government, economy, natural forces and the culture of the country.
As the customers are the main essence of any industry especially in the tourism industry. So to satisfy the customer need and demand to motivate them are considered in marketing the new tour packages in the industry. The factors which affect the consumer demand and motivation in the travel and tourism sector will be included the experience of the tourist, intangible elements i.e. service provide by company, holiday package, attitude and emotional expectation of the tourist (Kaur, Chauhan and Medury, 2016). The level of motivation is measured by the number of tourist interested in visiting the destinations with the company in the available package of holiday.
Segmentation means dividing the customers in the market on the bases of age group, economical factor, geographic factors, etc. (Jarvis, Stoeckl and Liu, 2016). The principle of market segmentation are benefit segmentation, usage segmentation and behavioural segmentation depending on the type of market in which the company is operating.
To do planning in every industry is of utmost importance as without planning the company will not be able to understand what it need to achieve and how will it achieve the set market objective. Strategic marketing planning for tourism industry is also needful as what it will be marketing in the market and will it be doing so (Croy, 2011). The strategic marketing planning for Thomson will lay emphasizes on quality, efficiency and effectiveness in the marketing planning.
The tourism marketing planning will include analysis of past plan, research of the market, strategic positioning, marketing plan development and training, then implementation of plan and at last the evaluation of the plan. Without this marketing planning Thomson will not be able to achieve its goal and the holiday package of summer 2019 at Turkey and Spain will also not be successful.
In the process of marketing planning market research and collecting the market information is also very important. As Without doing the market plan goal could not be achieved likewise market research and collecting market information is very essential.
Marketing is beneficial to all the section with which the company is associated with like customer, management, company, government and the society as a whole (Cheng and Wu, 2015). The benefits of marketing to society include informing customer, managing consumer expectation, economic benefits and modeling behaviour.
The travel and tourism industry is one of the largest industry in the world in terms of commerce and its importance is now widely recognised (Chang and Zee, 2013). Marketing mix has the 7P's which all are very useful for Thomson as it is starting the summer holiday package 2019 at Turkey and Spain.
All these marketing mix of service sector like product, place, price, promotion, process, people and physical evidence are very important for Thomson. As marketing mix strategy in Thomson is chosen and implemented in the best possible way in order to attain organisational goal of Thomson. The marketing mix elements are set of controllable and interrelated variables that Thomson assembles to satisfy target group better than its competitors (Capacci, Scorcu and Vici, 2015). 7P's will be helpful for the company to identify the customer, reach out the product to a large customer base, to built relationship with customer, to help company grow in market etc.
Tourism product is a group of components or elements brought together in a bundle to satisfy the customer need it can be anything which is offered for attraction, acquisition and consumption purpose (Beritelli, Strobl and Peters, 2013). Tourism industry is made up of many other industries like hotel industry, airlines industry, travel and trekking agency etc. All of these combining together in providing whole travel experience to its tourists. In all these the people do not buy the product offered by Thomson but is buying the experience of benefits from these tourisms' product. Thus, in tourism the product is not the tangible one but include the total experience of visitors and everything and every person they come into contact with during their stay. For the customers of Thomson the total tourism product will be the experience of the visitors visiting Turkey and Spain. These experience can be good and bad for some of the people visiting the places.
Promotional mix is method and tool of communication company use in presenting the company, products or services to target customers. Effective promotion is a key component of marketing mix as it is the element that help the company to attract the customers thus persuading them to buy the product or service and then generating loyalty. As promotional mix is one of the 7P's of marketing mix which consist of public relations, advertising, sales promotion and personal selling. In tourism industry promotional mix is stimulating sales through the dissemination of information and encouraging the potential customers to travel (Bellur, McNamara and Prokop,2015). As Thomson tour agency is planning an integrated promotional campaign for summer deals 2019 holidays to Turkey and Spain so it need to do the promotion of this summer package in the country and world as well. For this it can do advertising on television, newspaper, online and offline as well so that the news of the holiday package can reach to a wider customer base. This can play an important role in development and growth of Thomson as it can attract many customers and can grow in market.
Enclosed in poster.
From the above report on marketing in tourism and travel industry it is concluded that marketing alike in the other industry is also in important in the hospitality industry as well. As Thomson the UK based travel and tourism company is about launch a summer deals of 2019 at Turkey and Spain for which it need to do the promotional activities and marketing to grab more and more customer around the world. For this it need to assess the need and importance of marketing mix in the services sector like the 7P's of marketing mix. The marketing environment which include the both internal and external factors like employee, government, management, policy, economy and natural forces also influence the marketing strategy of Thomson.
Books and journals:
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Bellur, V.V., McNamara, B. and Prokop, D.R., 2015. Factors perceived as important by package tourists: a multivariate analysis. In Proceedings of the 1988 International Conference of Services Marketing. Springer International Publishing.
Beritelli, P., Strobl, A. and Peters, M., 2013. Interlocking directorships against community closure: a trade‐off for development in tourist destinations. Tourism Review. 68(1). pp.21-34.
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McCombes, L., Vanclay, F. and Evers, Y., 2015. Putting social impact assessment to the test as a method for implementing responsible tourism practice. Environmental Impact Assessment Review. 55. pp.156-168.
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Tourism Marketing Mix. 2017 [Online] Accessed through <https://www.ukessays.com/essays/tourism/marketing-mix-of-tourism-industry-essay.php> Accessed on 31th Oct 2017
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