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Marketing Essentials for Travel and Tourism Assignment

Introduction - Marketing Essentials for Travel and Tourism

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Over the century, the tourism industry has massively grown all over the world. Technological advancement, globalisation and transportation and the increase of purchasing power of people have enhanced the travelling trend among people across the globe (Jermsittiparsert, 2019). As per the report of the Global Travel and Tourism market, the tourism industry has contributed $7.58 trillion dollars to the global GDP in the year 2018 and is estimated to surpass $8.9 trillion by 2026 (Brelik, 2018). Marketing is a very essential element for the tourism industry as it helps to promote a business, attract consumers and enhance brand awareness. The modern tourism market uses multiple marketing strategies which include websites, social media platforms etc. The Golden Tours is a leading tour operator company of London which was established in the year 1984. The company carries out over 10 million guests from more than 100 countries in the world specialising in sightseeing and UK tourism. It has acquired a popularity for delivering high-quality London tours and attraction tickets to its consumers.

This particular report will be throwing light upon multiple aspects associated with marketing in a tourism company. In this regard, the report will firstly throw light upon the understanding of marketing in tourism and discuss their importance. The following chapter will elaborate on the interrelation of marketing with other functional areas of the organisation. In the next section, a comparison will be drawn out using the 7Ps marketing mix in order to accomplish organisational aims and objectives. The concluding section will describe the fundamental marketing plan for meeting marketing objectives.

2. Explanation of the Chief roles and Responsibilities of Multiple Marketing Functions and Discussion in Wider Organisational Context

Tourism is related to the societal, cultural, and financial concept which involves individuals travelling to nations or locations outside of their familiar setting for pleasure or business (UNWTO, 2020). Marketing is the activity, collection of organizations, and procedures for developing, conveying, providing, and swapping value-added solutions for consumers, users, collaborators, and the community as a whole. The goal of advertising is to provide a unified framework for both sellers and buyers to participate. In order to get as much out of marketing and sales operations, advertising campaigns must be aligned with the organization's operational plan. The tourism industry places a strong emphasis on building moments and connections with clients and consumers, and branding that encourages consumer trust while also connecting out to prospective consumers is a crucial component of assuring success.

Key Roles

  1. Managing the brand: Brand management is associated with the unique identity of a company which is one of the key roles of The Golden Tour marketing (Sushkevich, 2021).
  2. Conduct marketing campaign: Marketing is chiefly focused upon product and service identification which help the marketing team to create material and effective communication which can engage the potential consumer in the brand.
  • Developing marketing materials: The main aim behind all the associated activities is to create efficient material in order to promote the tourism products to the consumers which need to be latest and up-to-date as per the consumer requirements.

Fig 1: Multiple Roles and Responsibility of Marketing

(Source: Minciotti-silvio, 2018)

Key Responsibilities of Marketing

  1. Market Research: The methodical exploration of data important to many facets of advertising is known as market study (Minciotti-silvio, 2018). It aids in the identification of client requirements for the Golden Tours. It entails research on various marketplaces and clients, including their tastes and interests, as well as what consumers are interested in buying and when they are most likely to purchase.
  2. Product development: Product management and design entail determining clients' requirements, introducing new products, and refining current goods in order to suit those demands. Collected data from the research, assist The Golden Tour team to create a new tour package and offer special discounts to a specific tourist group.
  • Segmentation: Segmentation is related to the group identification with distinct buying requirements (de Sousa, de Brito and Zambalde, 2019). Segmentation helps the marketing department of The Golden tour to redesign the existing goods as per the specific requirement of consumers. This benefits The Golden Tour to offer a specific tour package to a particular segment.
  1. Promotion and selling: Promotion is related to the procedure of informing, communicating and convincing the consumer to choose a product. The Golden Tour company does their promotion mainly through social media marketing, advertising.

The chief purpose behind marketing is to sell products. Through selling, businesses satisfy consumer needs. The Golden tour sells its products through various mediums, such include, online selling, Tele-sales, agency selling and mail order selling.

2.1 Analysis of the Roles and Responsibilities of Marketing in a Wide context

For all types of business, the functions of marketing are the same whether it is a B2B and B2C. These activities include public relations, direct marketing, events, internet marketing. Basically in other organisations, activity marketing includes various processes which are associated with the product journey from the location of production to consumption. The main concern behind the marketing environment is to create a bridge between producers and consumers. In addition to this, a marketing activity also includes effective strategy development for the four Ps of marketing and the strategies are developed and implemented to engage more consumers in a product.

  • Place: Placing the product in right place is another activity of the marketing process.
  • Promotion: The promotional activities include the development of the right medium and promotional tool for building a large customer base.
  • Price: The pricing in marketing is concerned with the right product pricing in order to gain a competitive advantage and make the products more affordable.
  • Product: The marketing department is responsible for efficient product design in order to meet consumer needs.

3. Interrelation of marketing with other functional areas of hospitality organisation

3.1 Evaluation of the development of marketing concept and process

Ever since major Industrialization through the later part of the 18th and initial portion of the 19th century, this promotion policy has experienced an insightful and steady alteration. As per Larsen (2019), the manufacture alignment phase, sales-oriented duration, customer-oriented era, and social-oriented timeframe are the 4 phases and titles which can be utilised to illustrate this continuous transition.

  1. Philosophy concerned with Production: For most of the industrialization, products were in short supply, and manufacturers could sell almost whatever they could make as long as other people could afford to purchase it. As a result, their primary focus was on producing and distributing goods and services at a lower feasible price, as well as what the marketing function thought about these challenges.
  2. Philosophy oriented with Sales: From the turn of the 20th century through the post-World War II era, rivalry rose, and marketing and sales attention shifted to sales. Businesses sought to sell rising volumes of manufacturing in a growing congested marketplace, therefore communication, marketing, and branding became more crucial (Larsen, 2019).
  • Philosophy oriented with the customer: This ideology was familiarised in the 1950s, and it demonstrates that the basic responsibility of a commercial institution is to study and address the requirements, requirements and desires, and standards of prospective clients, and then manufacture things in light of these results to guarantee that all purchaser necessities are encountered.
  1. Philosophy associated with social: Throughout the 1970s and 1980s, the marketing approach was further advanced. Consequently, the innovative concept encompasses detecting customer requirements and matching products with those requirements (Chakravarthy, 2019).

This ideology is concerned not just with customer happiness, but also with user welfare or societal benefit. Such social wellbeing entails a pollution-free atmosphere and a high standard of living. As a result, a company producing a carton of cigarettes for a client must provide not just the finest cigarette, but also pollution-free smokes, and a car must be not merely fueled efficiently, but also less polluting.

3.2 Analysis of the Importance of Interrelationship among Marketing and other Different Functional Units in Tourism Organisation

Marketing function with financial: Both marketing and finance are two pillars that determine the growth and profit of an organisation. Finance is related to the financial aspects, such include, cost, expenditure, sales growth and financial performance (Ekawatiand Yasa, 2018). Marketing is associated with publicity, advertising, data mining. Basically, sales and advertising benefit a business to make profit and improvement which are necessary to sustain in a market. Without advertising, sales of a company will not rise, if not the finance section will face economical scarcity. In the same way, to conduct a marketing campaign a strong financial base is required.

Marketing with the human resource: To achieve a decent sales number, marketing is required and the right talent determines the long term success of an organisation. Both of the departments are responsible for attracting the right person (Meflinda, 2018). marketing is responsible to attract potential consumers to keep them satisfied and HR engaging the right talent within the firm. Marketing promise to offer a product with standard quality and HR is responsible to provide a good working environment to the employee to keep them happy.

Marketing with distribution function: Essentially, the marketing channel and distribution go hand-in-hand. The distribution process helps to move and develop new products till it reaches the end consumers. The marketing process is utilised by every company within the procedure.

Marketing with Sales function: Marketing builds a larges consumer base where a business sells its products. Sales department benefit in closing the deals. The salesperson identifies particular requirements and delivers solutions as per the need. Marketing generates leads and the sales department end the deal.

3.3 Critical analysis of the chief elements within the marketing function and their interrelationship with other functional units with an example from the organisation

The advertising strategies of businesses are entangled with the rest of the corporation's functional groups. The finance team of the firm provides fiscal assets to the advertising for the execution, plans, study, and assessment of advertising techniques and making strategies across business organisations. Lacking effective communication and sorting with the corporation's economic workers, the marketing task will not operate (Cuevas-Vargaset al., 2021). To create a marketing strategy, the promotional tools necessitate detailed explanations of the company's goods and amenities from the production unit. Furthermore, businesses want human capital from the Human Resource team, economic support from the accounting branch, and transportation from the delivery system, amid additional staff. The marketing action must be conveyed to and sustained by the firm's different divisions. For instance, in order to improve revenue, The Golden Trip's HR rules must be harmonised with the advertising division, and the firm's manufacturing team must provide knowledge about the brand and solutions in order to develop appropriate marketing strategies and plans.

4. Detail comparison of the ways of hospitality organisations use aspects of Ps marketing mix in order to achieve organisational objectives

4.1 Explanation of marketing mix and draw comparison the application within the organisation with another organisation in terms of the marketing planning process

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The Marketing mix is utilised to achieve organisational goals. Business organisations use to apply a marketing mix based on market demographics, services and products offered by them. The marketing mix is applied in order to acquire a better understanding for the marketers. The 7p marketing mix relates to place, product, price, process, people and physical evidence (Goc?owskaand and Pi?tkowska, 2020).

The Golden Tour company is medium-sized with 250 employees and with annual revenue of £53.4 million. This company won the heart of millions of visitors by offering low price and attraction tickets and experiences to the consumers. The customer-centric approach of the company has made it top-notch in London. Competitors of the Golden trip spend a large sum on their marketing, research, promotional events but the tactical approach of the Golden Tour has helped them to gain massive responses from the consumers. The main cause behind this success is their clear understanding of consumer requirements with the help of essential tools of marketing and their organisational goals are totally consumer satisfaction centric. In the marketing planning process, the application of marketing mix is crucial for delivering physical evidence, the delivery process to the customers and crucially their focus upon people.

4.2 Evaluation of multiple tactics used by the particular organisation for describing business objectives acquired by marketing mix variables

Different tactical approaches help an organisation to achieve organisational goals. The marketing mix application helps the marketing planning process of the Golden Tour company(Paurovaand Nadanyiova, 2020). Along with Golden Tour Company, the Malvern group also utilise marketing mic to efficiently accomplish the segmentation process. The marketing mix is utilised to achieve an organisational goal, such are,


· The product should be as per consumer needs to satisfy them.


· The cost of the product should be as per the provided value.


· The Golden Tour mainly focus on social media marketing


· Employees associated with management and organisational culture, quality consumer service is the most essential part of an organisation

Physical Environment

· Which includes, comfort, amenities and user-friendly service.


· Availability of their tour services has been increased


· Golden tour delivers their service with a friendly which make the journey of consumer a great experience.

Fig 1: 7p Marketing Mix Aspects

(Source:Paurova and Nadanyiova, 2020)


After the analysis of the entire report, it can be stated that the different marketing functions have different roles which play a significant role in the tourism industry. Marketing strategies are very crucial for any organisation as they enable to maintain a sound brand image in the mind of consumers. A proper marketing mix helps to build a successful product offering in addition to successful planning, developing efficient marketing tactics. 7 Ps is one of the most exclusive techniques which enable to create competitive advantage in marketing.


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