Chapter 11 Tourism Promotion

Chapter 11
TOURISM PROMOTION
LESSON OBJECTIVES:
1. Define tourism promotion
2. Explain the relation between promotion and communication
3. Describe the relationship between promotion and the
traveler’s buying process
4. Illustrate the relationship of promotion to marketing
5. Discuss the importance of promotion planning and
budgeting
6. Explain the major types of promotion mix
7. Clarify the major issues of promotion
DISCUSSION QUESTIONS:
1. Define tourism promotion.
2. How is promotion related to communication?
3. Explain the relationship between promotion and the
traveler’s buying process.
4. Differentiate promotion from marketing.
5. Explain the importance of promotion planning and
budgeting.
6. Discuss the major issues of promotion.
THE MEANING OF TOURISM PROMOTION
• Tourism promotion means stimulating sales through the dissemination of
information. It means trying to encourage actual and potential customers
to travel.
Good promotion is good communication. Essentially, developing the
promotional mix is an exercise in communication. The communication
system is made up of the sender, receiver, and a message.
• The end goal of promotion is behavior modification.

• Its task is to initiate a purchase where none has been made before
initiating a change in purchase behavior by having the tourist buy a
different destination package, or to reinforce existing behavior by
having the tourist continue to buy the brand being promoted.
• The goal is accomplished through messages that seek to inform,
persuade, or remind the customers.
PROMOTION AND THE TRAVELER’S BUYING
PROCESS
• Informative promotion is important to the tourist at the attention and
comprehension stages of the buying process.
• Persuasive promotion tries to change attitudes, develops intentions to
buy, and then initiates the purchase.
• Reminder promotion is used after the purchase has been made.
The Relationship of Promotion to Marketing

Marketing is a total process which includes all elements from production and
product improvement to the final exchange of a product or service for
something of value; whereas Promotion is one of the major elements in the
marketing mix. Promotion is one of the major tools used in marketing a tourist
product.
Promotion and the Traveler’s Buying Process
PROMOTION PLANNING
• Promotion planning determines the objectives or goals the
organization should strive to accomplish and the plan of
action to attain these goals.
1. The objectives of promotion that are consistent with the general
marketing plan;
2. The identification of the market group to which the promotion is
targeted;
3. The identification of the specific advertising, sales support, and
public relations programs to be organized;
4. The budget allocation to the various market segments and target
groups; and
5. The methods to be used to control and assess the effectiveness of
the promotion.
GOALS
• Goals are important in developing promotional strategies. They must be
specific, quantifiable, measurable, realistically attainable, and time-bound.
They should be quantitative to determine if the outcome is achieved and
have a specific time period in which they are to be completed.
Market Targets
• A common theme is necessary in establishing a market target.
• Promotion would be useless if the plan assumed that all people have the
same travel inclinations. Travel companies cannot necessarily provide
services for the whole population so it is a must that a promotion plan
recognizes both characteristics of marketing.
BUDGETING
The table below shows how the tourist promotion budget for the
different segments of the travel industry is divided. It can be seen that the
major part of the promotion budget goes to advertising. The principal costs
in the budgeting process are the cost per message, the cost per reader, and
the cost of repeated messages.
THE MAJOR ISSUE OF PROMOTION
• The major considerations of promotion are the accuracy and reliability of
information on one hand and of false and misleading advertising on the
other.
Examples of unfair or deceptive practices:
1. False, oral, or written statement, which misleads the consumers in connection
with the offer for sale, lease, rental, or loan of consumer goods or services.
2. Representations that consumer goods and services pretending to have such as
sponsorship, approval, characteristic, ingredient, use, benefit, or quality; or
pretending to have goods or consumer services of a particular standard, quality,
grade, style, or model.
3. Failure to state a material fact if the failure tends to deceive.
4. Disparagement of the goods, service, or business of another by false or
misleading representation of fact.
5. Advertisement of consumer goods or consumer services without the intention
to sell them as advertised.
LESSON SUMMARY:
• Tourism promotion means stimulating sales through information
dissemination.
• Good promotion is good communication. The communication system is
made up of the sender, receiver, and a message. Communication will take
place when there is understanding between the sender and the receiver
of the message.
• There are three types of promotion—the informative, persuasive, and
reminder promotion. Promotion planning determines the objectives of the
organization and how to attain them.
• The major elements of the promotion mix are advertising, personal
selling, sales promotion, and public relations.
• The major costs in the tourist promotion budget are the cost per message,
the cost per reader, and the cost of repeated messages.
• One of the major issues of promotion is the use of false and misleading
advertising by some travel establishments.
APPLICATION AND ASSESSMENT
1.Research on the appropriate advertising media for each of the
following.
a. A family restaurant
b. A resort hotel
c. A luxury hotel
d. A fast-food restaurant
2.Create an advertising program for a cruise company.
3.As a resort hotel manager, would you advertise your
destination area along with your individual resort property? Why
or why not?
CHAPTER QUIZ. Identify the following.
_______________ 1. A major tool used in marketing a tourist product
_______________ 2. An expensive advertising medium used when wider
coverage is required
_______________ 3. Tools that send the message to the customers
_______________ 4. Sales tool commonly used by travel agents
_______________ 5. Sales tool which presents a complete travel program
_______________ 6. An oral presentation to one or more prospective
customers on a face-to-face basis
_______________ 7. Activities that encourage a purchase
_______________ 8. A more flexible and cost-efficient form of mass media
_______________ 9. Sales tool consisting of a simple sheet which provides
minimum information
_______________ 10. The presentation of ideas, goods, or services about an
organization using mass media
CHAPTER QUIZ. Enumerate the following.
11–15. Types of promotion mix
16–20. Forms of advertising

Chapter 11 Tourism Promotion

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Chapter 11

• The end goal of promotion is behavior modification.

The Relationship of Promotion to Marketing

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