Marketing
has been named as a wide term and the action is essential for each
segment. It is the action in which organization conveys quality
product s and services to its clients. This travel causes the
organization to build the deals and this along these lines expands
the benefits. All the diverse practices in travel and tourism
industry help the business to get high consumer loyalty. Crediting
from this, the consequent research report expects to comprehend the
core idea of marketing in the travel and tourism sector. Keeping in
mind the end destination to get high upper hand, it is required for
the association the business to get differentiation in the marketing
policies. For the situation tourism areas taken
under the study are Dubai as tourism destination and Thomas Cook as
UK based travel and tourism company. As of late, the Middle East
locale has delighted in fast development as a tourist
destination. At the cutting edge of this
development has been Dubai, an express that has effectively and
drastically broadened its economy into tourism keeping in mind the
end destination to diminish its monetary reliance on waning supplies
of oil. Notwithstanding this achievement, in any case, little
consideration has been paid to development
by and large, and tourism planning processes specifically, in Dubai.

LO1
Understanding the concepts and principles of marketing in the travel
and tourism sector
1.1
Discussing the core concepts of marketing for the travel and tourism
sector

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

Marketing
assumes a vital part and it is a decent strategy to support the
travel and tourism area. Today, Marketing endeavors are
significantly more critical than production
and sales. With a specific end destination to
pick up advance in the tourism sector offering thoughtfulness
regarding marketing techniques is so essential, likewise it is to be
noticed that tourism development and marketing are closely
tied together and can
affect different aspects of each other. The core
concepts of marketing are:

Needs
and Desires – The packages in marketing and promotion are begun
from the requirements and requests of the clients and sector.

Products
– Products exist as packages for tourism in Dubai.

Market
– The sort of business sectors in which the products and services
of travel and tourism are sold.

Value
and Satisfaction – The measure of significant worth and consumer
loyalty got from sightseers for these products.

1.2
Assessing the impact of the marketing environment on individual
travel and tourism businesses and tourist destinations

Marketing
condition assumes an exceptionally indispensable part in the business
promotion and marketing development of Dubai Tourism. Fundamentally,
there are two sorts of Marketing condition – small scale condition
and full scale condition. The Micro Environment contains the inward
factors identified with the organization and the components
influencing its offering of the traveler packages. The elements which
influence the offering of the package are principally the destination
Dubai itself, the market of shoppers who interest for the packages
and the wide scope of publics involved(Riege & Perry, 2000). The
full scale condition comprises of demography, economy, nature,
innovation, political conditions, social powers and contenders of
Dubai as the traveler destination. Both the components smaller scale
and large scale lay a gigantic effect on the Dubai traveler package.
Dubai is a city, which is celebrated for its incredible foundation
and unhindered commerce relations that it offers to its clients. With
respect to miniaturized scale condition, Dubai has a few pulling in
highlights containing its shopping destinations, occasions,
celebrations fairs festivities and the city’s night life .If we
discuss full scale angles, it incorporates the sort of economy, the
political dependability, propelled innovation and the very alluring
framework. Along these lines, its a favored area and the best city
and past examination.

1.3
Discussing the factors affecting consumer motivation and demand in
the travel and tourism sector

Dubai
is the best favored destination in the UAE. The vacationers can
experience
best shopping, happy with eating, exhibition halls, legacy, night
life and remain in terrific lodgings. Alongside a dynamic business
focus, it arranges itself as a tourist
paradise too due to its appealing features. The
various components influencing the consumer
motivation and demand for Dubai are:-

Social
Factors – Its being a central point to pull in tourists from
everywhere throughout the world as the general population there are
exceptionally best in class and social. The advanced way of life and
living of the general population of Dubai including the night life
impacts the customers to spend their vacations
at Dubai.

Individual
Factors – It additionally deals with one’s close to home
inclinations of free exchanging with next to each other getting a
charge out of. As its an unhindered commerce focus, shopper can
appreciate and even do their business as well.

Cultural
Factors– Dubai is a city of rich culture. As
the city has blended kind of individuals so there is a homogeneous
culture in the nation (McIntosh et al, 1995). Therefore, there are
heaps of occasions and celebrations are being performed in the city
on routine premise.

Mental
Factors – The diverse sort of convictions and brain research is
influencing the buyers in a positive way.

1.4
Analyzing the principles of market segmentation and its uses in
marketing planning

Market
segmentation assumes a key
part in the arranging of marketing procedures. It is the main errand
to be done to think about the target customers. It takes after a
strategy beginning from sectioning the market according to the sort
of clients, their age group,
their tastes and inclinations, demography, level of salary and sexual
orientation inside a given scope of market condition. At that point,
the second task
begins of identification of the target market. From the divided part,
the target market is chosen appropriately and finally the positioning
of products and services in the market is done to offer Dubai as a
visitor destination package. The standard of market segmentation
expresses that when an organization is pitching the product or the
support of the correct arrangement of gathering of people and the
clients at the ideal time and at the ideal place then the promoting
plan is constantly fruitful as time, cash and plan all are spared
from getting squandered (Frochot & Morrison, 2001).

LO2
Understanding the role of marketing as a management tool in travel
and tourism

2.1
Analyzing the importance of strategic marketing planning for a
selected travel and tourism business or tourist destination

Dubai
is a main business center point with a world class business
condition. With its key area, tax exempt living it draws in a
specific kind of clients who are either specialist or are admirers of
the shopping destinations inside the age group of 30-50 years. In
this way, taking these focuses in thought such market design is to be
developed in order to draw in that specific class of consumers and
visitors.
At the point when the correct arrangement of group of onlookers will
be focused with the correct arrangement of marketing approaches then
the package would pull in an expansive offer of interest from the
market bringing about the colossal hit of the tourist
package. As dependably stated, Marketing methodology assumes an
exceptionally indispensable part in the promotion of the product
,same is the situation with travel and tourism , the better the
offering procedure would be the higher the quantity of clients it
would pull in as a tourist
package of Dubai .

2.2
Discussing the relevance of marketing research and market information
to managers in the travel and tourism sector

Managers
in
the Travel and Tourism Sector are the package maker for a specific
destination. They make the package subsequent to dissecting the
distinctive market fragments and shape it according to the
necessities and prerequisites of the clients. Keeping in mind the end
destination to build up an alluring package and marketing plan for
Dubai, marketing examination and gathering of the significant data
would help (Middleton & Clarke, 2012). Chiefs in the wake of
getting all the information with respect to the shopping spots,
occasions, and appealing spots that suit the client necessities do
the cost and value assessment and make the standard package to pull
in the focused on and right arrangement of clients. For this reason,
statistical surveying frames the reason for the development of an
impeccable marketing package. Statistical surveying will likewise
enable the directors to return to the clients to inquiry and
inquiries effectively and legitimately. Marketing research helps in
picking up the accompanying data:


Needs, needs and requests of the customers.


Customer selection of inclinations of Hotels.


The financial plan of the package that will suit them.


The enthusiasm of various client classification with respect to
Dubai. Like youngsters would search for experience trek and old ones
would appreciate shopping so the packages could be adjusted in like
manner (Loker & Perdue, 1992).

2.3
Assessing the influence of marketing on society

Marketing
lays an awesome effect on the general public too. It helps in looking
and achieving the correct arrangement of clients for the travel and
tourism organization to deal and promote
their products and services. It gives the right learning about the
excursion want to the voyagers. The visitors can choose according to
their preferences and prerequisites in light of the marketing data
and special exercises that are being finished by the different visit
and travel organizations. It brings about high income development and
benefit of the voyaging organizations. The entire instrument lays a
solid effect on the general public in creating mindfulness about the
product and service they tend to purchase. The effects on the general
public can be depicted as :


Full and right data about the product and service is accessible to
the general public.


It helps in promoting the product and services by means of social
networking and web , in this way , decreasing the worry to speak with
each planned client by and by .


It gives an extensive variety of offers and alternatives to the
clients to pick according to their need and want.

About
Thomas Cook

Travel
and tourism is one of the quickest developing segment in UK because
of the expanding requests and changing needs of the general
population. This industry is adding to the national development and
development of UK and aids in enhancing its financial condition.
Industries achieve their objectives and goals by utilizing different
marketing procedures and strategies for drawing in individuals
towards them (James, 2000).

Thomas
cook is a UK based travel and tourism organization which was shaped
on 19 June 2007. Thomas cook is thought about in this document for
clarifying the part of the marketing blend what’s more, limited time
blend in travel and tourism division. This investigation
concentrates on the late spring occasions outing to Morocco and Egypt
which is being propelled by Thomas Cook.

LO3
Understanding the role of the marketing mix in the travel and tourism
sector

3.1
Discussing the issues in the product, price and place elements of the
marketing mix

Product,
cost and place are the components of marketing mix which assumes
vital part in propelling of any product or service. While choosing
these components, organizations confront different issues which
results to wastage of time, increment production
cost, improper
use of assets. Essentially, Thomas Cook faces different issues amid
taking choices identified with the place, cost of the trek and
services to be given amid the excursion (Marketing Mix of tourism
Industry Tourism Essay. 2016). services gave by the Thomas Cook are
impalpable which makes clients to reconsider for utilizing them.
Organization faces issue in choosing the tourism product s as they
ought to be in the scope of chose capital. services think about
destination appeal, simplicity of destination, services, settlement
and numerous more which are hard to oversee (Elbanna, 2009).

Then
again, price
factor of marketing mix additionally
makes different issues for the organization. Thomas Cook ought to
choose low costs for welcoming travelers from different fields and to
compete its rivals. Establishment
ought to choose the cost by assessing different variables which
incorporates charges, services, fare of flights, quality of food,
type of hotels, benefit and so forth. Pricing strategies likewise
changes as indicated by the fuel costs. On the off chance that the
cost of fuel brings then up in such condition Thomas Cook needs to
build the ticket prices which some place influences the quantity of
explorers (Evans, Stonehouse & Campbell, 2012).

Alongside
this, Thomas Cook faces issues while choosing the place for arranging
trips, circulating channels, and so forth. The decided place ought to
be protected and clean that
it does not affect the health of passengers.
The spots likewise should be appealing, common, delightful and
alluring with the goal that individuals feel cheerful and make the
most of their excursion. Thomas Cook chooses the wonderful and
charming spots as Morocco and Egypt (Erskine & Meyer, 2012).

3.2
Assessing the importance of service sector mix elements to the travel
and tourism sector

Service
sector mix comprises of product, place, promotion, people, and so
forth. These all components assumes basic part in travel and tourism
sectors. The products chosen by the Thomas Cook for the outing of
Morocco and Egypt are just be feel and experienced by the travelers.
These products and services incorporates areas, convenience,
entertainment, facilities, and so on. Quality and value of these
services makes individuals to favor a similar organization next time
likewise and helps in building great brand picture among them. Then
again, the spots chosen by the organization i.e. Morocco and Egypt
are excellent, chronicled and regular which are preferred by a large
portion of the general population. Alongside this, it has utilized
those techniques which help in expanding the quantity of sales and in
conveying services successfully far from the location (Francesconi,
2011).

For
promoting the tour, organization is utilizing different measurements,
for example, publicizing, advertising, sales promotion, verbal
promotion, telemarketing, and so forth. These strategies help in
affecting individuals and society with the destination that they join
the outing. This outcomes to increment in stay term, recurrence of
going to the spots with new products and services. Individuals
exceptionally the nearby ones are the most critical factor of this
excursion. Individuals incorporate clients, representatives,
operators, guides, staff of hotels,
and so on. Workers are prepared by Thomas Cook with the destination
that they can give their best in achieving the objectives and goals
of the organization. Travel guides chosen by the firm are should be
gifted, funny, knowledgeable identified with the spots, and so forth
so they can manage the travelers in compelling and engaging way
(Erskine & Meyer, 2012).

3.3
Applying the concept of the total tourism product to an individual
tourism business or tourist destination

Travel
and tourism enterprises are mix of hotel ventures, travel
organizations, trekking offices and some more. These enterprises try
to give individual products to making a memorable outing.
Essentially, tourism results of Thomas Cook are a group of
components, for example, alluring services, regular and chronicled
places, sound sustenance, and so on which results to their consumer
loyalty (Koning, 2014). It is an product that individuals feel, use,
enjoy and appreciate amid their travel . This is an aggregate ordeal
of a person amid his stay in the trek of Morocco and Egypt. Offered
products are more than the ordinary services, settlement and offices
gave to the general population by the Thomas Cook (Business
Marketing. 2016). Based on this aggregate tourism product , people
choose whether their visit was great or not. This result makes them
to choose whether to incline toward a similar organization or change
to another. These products additionally incorporate the experience of
areas where travelers visit at a particular time. Individuals gets
nature of experience from these tourism product s which influences
them to feel not the same as their every day work. The nature of
tourism product s speaks to the picture of the Thomas Cook among the
people which incorporates style, fascination, nature, and so on. The
cost of product s offered by the Thomas Cook is capacity of offices
gave to the travelers according to their demand and wants (Tsiotsou &
Ratten, 2010).

LO4
Being able to use the promotional mix in travel and tourism

4.1
Assessing the integrated nature and role of the promotional mix

The
promotional mix is a combination of all strategies for promotion
which is utilized for single product . The promotional mix comprises
of individual selling, sales promotion and open connection and so on.
The components of marketing mix are depicted underneath:-

Individual
selling- in this technique, individual correspondence is set up
with clients since individual correspondence assumes a critical part
to impact the clients towards the tour services of Thomas Cook.

Publicizing-
It is a type of one way paid correspondence which portrays the
highlights and advantages of visits. With the assistance of
publicizing, Thomas Cook can create awareness
among clients about the specialities of tour
packages like adventure exercises, numerous cuisine
foods and well known destination places
etc.(Elbanna, 2009)

Web
and online promotion- Thomas Cook can utilize this component in
the promotion of tours in light of the fact that in current times
numerous clients invest their time on web. The online promotion will
pick up attention of substantial number of clients which will be
gainful for the Thomas Cook.

Direct
marketing- This is the quickest developing component, through
this Thomas Cook specifically speaks with their target markets to
create exchange and reaction. This techniques will pull in more
client towards the tour packages of Thomas Cook (Dwyer & Forsyth,
2007).

4.2
Planning and justifying an integrated promotional campaign for a
travel and tourism business or destination

In
the promotional campaign, arrangement of
publicizing are utilized through different marketing devices and they
likewise share the normal thoughts and messages which are identified
with tour packages of Thomas Cook. They are utilized to draw in the
target customers towards the company’s product by utilizing media
sources, for example, newspaper, TV and radio and so on. For the
effective promotional
campaign , Thomas cook needs to take after the
following steps, for example,

-Firm
needs to look into the commercial center to recognize need and
request of tour packages for Egypt and Morocco in market.

-Clients
are portioned by their characteristics.
The target clients are recognized which will be pulled in additional
by the tours like age and sexual orientation factors and so forth.
(Pechlaner, Dal Bò & Volgger, 2012)

-As
per the need and request of target clients, tour guides are made to
satisfy clients request. The points and targets of marketing and
promotion are assessed in this progression.

-The
contenders and their services are recognized in this progression. As
indicated by that, costs of tour guides are set.

-To
draw in the clients towards tour packages of Morocco and Egypt, they
can utilize proper Marketing assets like newspaper and TV.

For
promotion, components of marketing mix are utilized, for example,
online promotion and direct marketing and so on which will be more
valuable to draw in more clients (Morrison, 2006).

Conclusion

Travel
and tourism ventures are consistently becoming because of the
bringing issues to interest of individuals towards this part. For
influencing more clients and societies, organizations are utilizing
inventive and imaginative marketing strategies. Thomas Cook,one of
well known travel and tourism industry is likewise in this class.
While outlining voyage through Egypt and Morocco, it considers
different components which are price,
place, quality of services, promotion, and so
forth. The tour sorted out by the firm is according to the demands
and needs of individuals which will fulfill them.

Dubai
is a city of fascination for the visitors around the world. It can be
sold out as an product or package of destination by following an
entire arrangement of marketing approaches. As Dubai is a favored
area, promotion ought to be finished by method for sorting out a
campaign. In spite of the fact that for this , an intensive and
profound investigation of statistical surveying ought to be done
first to know the requirements and preferences of the clients . In
view of the requirements and wants of the focused on clients, a far
reaching and complete package expressing Dubai as a travel
destination can be planned well. The package ought to be spending
cordial and must be moderate for the clients and must contain all the
data identifying with the travel for the shoppers needs.

References

Dwyer,
L. and Forsyth, P., 2007. International Handbook on the Economics of
Tourism. Edward Elgar Publishing.

Elbanna,
S., 2009. Determinants of strategic planning effectiveness:
extension of earlier work. Journal of Strategy and Management.

Evans,
N., Stonehouse, G. and Campbell, D., 2012. Strategic Management for
Travel and Tourism. Routledge.

Francesconi,
S., 2011. Images and writing in tourist brochures. Journal of
Tourism and Cultural Change.

James,
S., 2000. World Travel Dictionary: 2nd edition: The Dictionary for
the Travel Industry. Reference Reviews.

Buhalis,
D. 2000.Marketing
the competitive destination of the future.Tourism management,21(1),
97-116.

Davidoff,
P. G., & Davidoff, D. S. 1983.Sales
and marketing for travel and tourism.
National Publishers of the Black Hills, Inc..

Frochot,
I., & Morrison, A. M. 2001.Benefit
segmentation: A review of its applications to travel and tourism
research.Journal of Travel & Tourism Marketing,9(4),
21-45.

Gretzel,
U., & Yoo, K. H. 2008.Use
and impact of online travel reviews.
InInformation
and communication technologies in tourism 2008(pp.
35-46). Springer Vienna.

Hudson,
S., & Shephard, G. W. 1998.Measuring
service quality at tourist destinations: An application of
importance-performance analysis to an alpine ski resort.Journal of
Travel & Tourism Marketing,7(3),
61-77.

Loker,
L. E., & Perdue, R. R. 1992.A
benefit-based segmentation of a nonresident summer travel
market.Journal of Travel Research,31(1),
30-35.

Middleton,
V. T., & Clarke, J. R. 2012.Marketing
in travel and tourism.
Routledge.

McIntosh,
R. W., Goeldner, C. R., & Ritchie, J. B. 1995.Tourism:
principles, practices, philosophies(No.
Ed. 7). John Wiley And Sons.

Morrison,
A. M. 1996.Hospitality
and travel marketing(No.
Ed. 2). Delmar Publishers.

Riege,
A. M., & Perry, C. 2000.National
marketing strategies in international travel and tourism.European
Journal of Marketing,34(11/12),
1290-1305.

Post Author: admin

x

Hi!
I'm Eileen!

Would you like to get a custom essay? How about receiving a customized one?

Check it out