Tourism promotion


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Tourism promotion

  1. 1. Dr. Jerome H. Baldemoro Ateneo de Naga University
  2. 2.       Know the meaning of tourism promotion Understand the relation between promotion and communication 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 promotion mix Be familiar with the major issues of promotion
  3. 3. 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 being dishonest
  4. 4. Good promotion is good communication. Essentially, developing the promotional mix is an exercise in communication. The communication system is made up of a sender, receiver and a message. The sender (travel organization) transmits certain information that will change people’s attitudes and creates in them a desire to use the product or services
  5. 5. The receiver is the potential tourist. The message can be verbal (radio) visual (press, advertising, television, film shows, exhibition, periodicals etc.) For communication to take place, there should be a common understanding between the sender of the message and the receiver of the message
  6. 6. 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 being promoted. Three types of promotion 1. Informative promotion is more 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.
  7. 7. 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
  8. 8. 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 promotion described above are used. 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.
  9. 9. Adoption Remind Purchase Intention Persuade Behavior Modification Attitude Comprehension Inform Attention
  10. 10.  Informative promotions are most effective at the earlier buying process stages(attention and comprehension).  Persuasive promotions work better at intermediate buying process stages (attitude, intention, and purchase).  Reminder promotions are most effective after the first visit or use.
  11. 11. 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.
  12. 12. Promotion planning determines the objectives or goals the organization should strive to accomplish and the plan of action to attain these goals.
  13. 13. 1. 2. 3. 4. 5. 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
  14. 14. 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: a. To create and measure the awareness of a particular tourist attraction in a specific market. b. To communicate a specific tourism appeal in your promotion to a specific market and then determine how many people can recall it. c. To communicate a basic campaign theme to a specific market and then determine how many people can restate the premise without aided recall.
  15. 15. Sender (Destination/organization)  Target Market (Audience)  Promotional objectives  Promotional budget  Message Idea  Message format  Promotional Mix elements  Promotional Media 
  16. 16. 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
  17. 17. 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.
  18. 18. 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.
  19. 19.    Merchandising Public relations and publicity Internet marketing (sometimes called digital marketing)
  20. 20. Integrated Marketing Advertising Public Relations and Publicity Sales Sales Promotion Communications Internet Marketing Social Media Mobile Merchandising
  21. 21. 1. 2. 3. 4. 5. 6. 7. 8. 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 effectiveness
  22. 22.    Use secondary and primary research to pinpoint and determine the target market’s characteristics (e.g., demographics and geographic origins). 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.
  23. 23. Visitors (consumer promotions) Online and Traditional Travel Trade Intermediaries (trade promotions) Promotional Target Groups Media and Press Local Community
  24. 24.   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 organization.
  25. 25.    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 method). Cooperative promotions (partnerships)should be considered to expand budget amounts.
  26. 26.     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.
  27. 27.        Analogy, association, symbolism Comparisons Fear Honest-twist Slice of life Testimonials Trick photography or exaggerated situations
  28. 28.    Advertising: any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor. 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.
  29. 29.   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 items. 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.
  30. 30.  Internet marketing: using the web, social network services (SNSs), e-mail, etc. to communicate with potential visitors.
  31. 31.  Cost per contact  Cost per inquiry (CPI)  Cost per thousand (CPM)  Geographic selectivity  Life span  Market selectivity  Noise level
  32. 32.  Timing flexibility  Total cost  Visual quality  Pass-along rate  Reach  Source credibility
  33. 33.  Measure changes in awareness levels or perceptions, responses or conversion rates.  Advertising tracking studies  Cost-comparison method  Concept testing  Conversion studies  Inquiry and lead tracking  Pre-testing and post testing  Travel or trade show audits