Dr. Jerome H. Baldemoro
Ateneo de Naga University
Know the meaning of tourism promotion
Understand the relation between promotion
Be familiar with the relationship between
promotion and the traveler’s buying process
Be aware of the relationship of promotion
planning and budgeting
Be acquainted with the major types of the
Be familiar with the major issues of
Tourism promotion means stimulating sales
through the dissemination of information. It
means trying to encourage actual and potential
customers to travel. According to Salah Wahab,
the objectives of promotion are:
1. To make the tourist product widely known.
2. To make it very attractive in order to
encourage many people to try it.
3. To make the message attractive without
Good promotion is good communication.
Essentially, developing the promotional mix is
communication system is made up of a sender,
receiver and a message.
transmits certain information that will
change people’s attitudes and creates in
them a desire to use the product or
The receiver is the potential tourist.
The message can be verbal (radio) visual (press,
advertising, television, film shows, exhibition,
For communication to take place, there
should be a common understanding
between the sender of the message and
the receiver of the message
The end goal of promotion is behavior modification. Its
task to initiate a purchase where none has been made
before; initiate a change in purchase behavior by having
the tourist buy a different destination package or to
reinforce existing behavior or to reinforce existing
behavior by having the tourist continue to buy the brand
Three types of promotion
important during the early stages of the
product life cycle when owners of new
resorts and other attractions will seek
promotional outlets to inform the public of
the facilities and amenities that would
make their vacation experience worthwhile.
2. Persuasive promotion is used when an
attraction is in its early stages of growth,
so its owners put very much promotional
effort in devising persuasive messages and
sending them through several channels.
3. Reminder is important upon reaching a
mature stage. Owners will then remind
people of their positive experiences. These
reminder messages serve to jog the
memory and keep the product in the public
The relationship between the goals of
promotion and the buying process of the
traveler is explained in figure 5. to achieve the
goal of behavior modification the three types of
Informative is important to the tourist at the
attention and comprehension stages of the
buying process. Persuasive promotion tries to
change attitudes, develop intentions to buy and
then initiate the purchase. Reminder promotion
is used after the purchase has been made.
promotions are most effective at
the earlier buying process stages(attention
Persuasive promotions work better at
intermediate buying process stages (attitude,
intention, and purchase).
Reminder promotions are most effective after
the first visit or use.
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. It is
the responsibility of people involved in
promotion to devise methods of communication
that will make the greatest number of potential
consumers aware of their product.
Promotion planning determines
the objectives or goals the
organization should strive to
accomplish and the plan of
action to attain these goals.
The objectives of promotion that are
consistent with the general marketing plan
The identification of the market group to
which the promotion is targeted
The identification of the specific advertising,
sales support and public relations programs
to be organized
The budget allocation to the various market
segments and target groups
The methods to be used to control and
assess the effectiveness of the promotion
Goals are important in developing promotional
strategies. To be effective, goals must be specific,
quantifiable, measurable, realistically attainable and
have a time frame. They should be written clearly and
concisely and be as specific as possible. Example:
To create and measure the awareness of a particular
tourist attraction in a specific market.
To communicate a specific tourism appeal in your
promotion to a specific market and then determine
how many people can recall it.
To communicate a basic campaign theme to a
specific market and then determine how many
people can restate the premise without aided recall.
Target Market (Audience)
Promotional Mix elements
A common theme is necessary in establishing a
market target. Promotion would be useless if
the plan is assumed that all people had the
same travel inclinations. It is also important to
understand that the travel companies cannot
provide services for the whole population. It is
mandatory that a promotion plan recognize
both characteristics of marketing
The message which is chosen for the
advertisement follows the goals and objectives
of the promotion plan. It should be
understandable, distinctive and believable. It is
promoted in various ways to make it visible
until it becomes very familiar to potential
customers. Its purpose is to create an
awareness of the attraction.
Promotion mix are the tools that convey the message to the
customers. The major types of the promotion mix are:
Advertising-any form of paid for, non personal presentation
and promotion of ideas, products or services by a specific
sponsor using some forms of mass media.
Personal selling- an oral presentation to one or more
prospective customers on a face-to-face basis;
Sales promotion-activities, other than advertising and
Personal selling, that stimulate a purchase.
Public relations- the presentation of ideas, goods or services
about an organization using mass media, unlike advertising it
is not paid for. It is designed to create favorable image of the
product, service or business unit.
Public relations and publicity
Internet marketing (sometimes called digital
Select the target market
Develop a promotional objectives
Establish the promotional budget
Determine the message idea
Select the message format
Select promotional mix elements
Select promotional media
Measure and evaluate promotional
Use secondary and primary research to
pinpoint and determine the target market’s
characteristics (e.g., demographics and
Target market must be accessible through
one or more promotional mix elements or
specific type of media.
The target market must include people with
similar characteristics who are the best
prospects for future business.
Online and Traditional
Travel Trade Intermediaries
Media and Press
Objectives must be target-market specific,
stated as desired result or outcome,
measurable, realistically attainable, and have
a deadline for achievement.
Consider target market’s buying process
stage and awareness of destination or
Budget is based on promotional objectives
using objective-and-task budget method,
which is a zero based approach.
But must consider what the organization has
available to spend (affordable budgeting
Cooperative promotions (partnerships)should
be considered to expand budget amounts.
Pinpoint target market’s perspective (images),
needs, wants, motives, and expectations.
Determine what to communicate in the
message (message idea).
Support the positioning approach for the
destination or organization.
Pre-test message idea or ideas.
Analogy, association, symbolism
Slice of life
Trick photography or exaggerated situations
Advertising: any paid form of non-personal
presentation of ideas, goods, or services by an
Personal selling: Oral conservations, either by
telephone or fact to face, between salespeople
and prospective customers.
Sales promotion: Approaches other than personal
selling, advertising, and public relations and
publicity where customers are given short-term
inducement to make an immediate purchase or
booking, or to communicate with potential
visitors or travel trade intermediaries.
Merchandising: materials used in-house to
stimulate sales including brochures in display
racks, signs, posters, photographs, displays, tent
cards, and other point-of-sale promotional
Public relations and publicity: all the activities
that maintain or enhance relationships with other
organizations and individuals, publicity is one
public relations technique that involves non-paid
communication of information about a
destination’s or organization’s services.
Internet marketing: using the web, social
network services (SNSs), e-mail, etc. to
communicate with potential visitors.
Cost per inquiry (CPI)
Cost per thousand (CPM)
changes in awareness levels or
perceptions, responses or conversion rates.
Advertising tracking studies
Inquiry and lead tracking
Pre-testing and post testing
Travel or trade show audits