Travel Reference
In-Depth Information
UNIT 5
Marketing Travel and Tourism
Products and Services
INTRODUCTION TO THE UNIT
Marketing pl a ys a very important role in the travel and tourism sector, which is concerned with selling
'experiences' r at h er than products. Marketing is a dynamic and continuous process that involves identifying
customers' need s and then supplying holidays and other travel services to meet these needs. In the highly
competitive trav el and tourism sector, organisations of all sizes need to take a professional approach to
marketing if they ar e to maintain a competitive edge and meet the needs of their customers.
This unit introduces you to marketing in the context of travel and tourism. You will examine key factors
infl uencing marketing an d investigate the marketing mix (also known as the 4 Ps) in travel and tourism. The
unit gives you the chance t o put theory into practice by carrying out a market research activity for a travel and
tourism organisation and pr o ducing a promotional campaign, with accompanying promotional materials.
WHAT YOU WILL STUDY
When you have completed this unit y ou should:
1.
Understand the factors infl uencing marketing in travel and tourism;
2.
Know the marketing mix (the 4 Ps) of a t ravel and tourism organisation;
3.
Be able to conduct a market research activi t y for a travel and tourism organisation;
4.
Be able to organise a promotional campaig n for a travel and tourism organisation.
You will be guided through the main topics in this unit with the help of the latest developments, statistics,
industry examples and case studies. You should also check out the weblinks throughout the unit for extra
information on particular organisations or topic areas a nd use the activities throughout the unit to help you
learn more.
ASSESSMENT FOR THIS UNIT
This unit is internally assessed, meaning that you will be given an assignment (or series of assignments) to
complete by your tutor(s) to show that you have fully understood the content of the unit. A grading scale of
pass, merit or distinction is used when staff mark your assignment(s), with higher grades awarded to students
who show greater depth in analysis, evaluation and justifi cation in their assignmen t s. An assignment for this
unit, which covers all the grading criteria, can be found on page 203. Don't forget to v isit www.tandtonline.
co.uk for all the latest industry news, developments, statistics and links to websites i n this unit to help you
with your assignments.
t and t
ON
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