2. Learning Objectives
 Define the meaning of tourism promotion
 Explain the relation between promotion and
communication
 Discuss the relationship between promotion and the
traveler’s buying process
 Illustrate the relationship to marketing
 Enumerate the importance of promotion planning and
budgeting
 Explain the major types of the promotion mix
 Discuss the major issues of promotion

3. 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.
The objectives of promotions 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. Promotion and Communication
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.

5. The SENDER (the travel organization) transmit certain
information that will change people’s attitudes and create in
them a desire to use the product or service.
The RECEIVER is the potential tourist.
The MESSAGE can be,
Verbal (radio)
Visual (press advertising, television, film shows, exhibition,
periodicals).
Written (periodicals, brochures, press advertising)
The END GOAL of promotion-
 Information Promotion
 Persuasive Promotion 3 types of Promotion
 Reminder Promotion

6. Promotion and Traveler’s Buying Process

7. 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. It is the responsibility of the people involved in
promotion to devise methods of communication that will make
the greatest number of potential consumers aware of their
product.

8. Promotion Planning
Promotion planning determines the objectives or goals the organization
should strive to accomplish and the plan of actions 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.
5. The methods to be used to control and assess the effectiveness of the
promotion.

9. Goals
Goals are important in developing promotional strategies.
To be effective, goals must be specific, quantifiable,
measureable, realistically attainable and have a time frame.
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.

10. 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.
 It is also important to understand that travel companies cannot
provide services for the whole population.
 It is mandatory that a promotion plan recognizes both
characteristics of marketing.
 Segmentation provides the necessary guidelines for isolating
target market. It identifies people according to their
socioeconomic status, social influences, personality features,
attitudes, values,
motivations, expectations. Certain markets are not compatible
for the same destination.

11. The Message
 The message which is chosen for the advertisement follow the
goals and objectives of the promotion plan.
 It should be understandable, distinctive and believable.
Promotion Mix
 It is the tool that conveys the message to the customers.
Advertising- any form of paid-for, non-personal presentational and promotion
of ideas, products or services by a specific sponsor using some form of
mass media.
Personal selling- an oral presentation to one or more perspective customers
on a face-to-face basis.
Sales Promotion- activities, other than advertising and personal selling that
stimulate a purchase. Sales promotions are directed toward the consumer
or toward intermediaries.
Public Relations- the presentation of ideas, good or services about an
organization using mass media. Unlike ADVERTISING, IT IS NOT PAID
FOR.

12. Advertising
Advertising uses several forms to attract attention, arouse
interest, convey information and encourage the potential tourist to
act in a specific manner.
Some forms of advertising are: newspaper, direct mails,
television, magazines, radio, yellow pages, outdoor advertising,
novelties, directories, and display materials.
Advantage and Disadvantage of Newspaper advertising.
Direct Mail, although expensive, rank high are as an advertising
medium. Direct mail materials are sent to people who will most
likely use the service offered.
Brochure, Leaflets, Travel Catalogs and Sales Letters are often
used in Direct Mail.

13. Brochures are smaller in size than a travel catalog but offer more
information than a leaflet or folder. In cruise companies can be very
expensive and are used as sales tools by travel agents since they
provide detailed information about cabins, prices, schedules and
other things.
Travel Catalogs present a complete travel program lists of many
destinations, services, accommodations, activities, excursions, and
information about the destinations.
Leaflets or Folders are usually single sheet which provide minimum
information. They are more flexible since they are sometimes used
with travel catalog, brochures or folders.
Television is a very effective audio and visual medium when wider
coverage is required. It is an expensive medium, so only large
organizations use it.

14. Radio is more flexible and cheaper compared to the other mass media. It
allows some interest segmentation since radio stations have segmented
their own markets according to the program they air.
The Yellow Pages gives information to those requiring services. A tourist in a
destination area might use the yellow pages to look for a service such as a
restaurant or other tourist-related establishments.
Outdoor advertising is usually seen in three areas:
first, in areas with high visibility like public transportation vehicles such as
buses and taxis;
second, on benches particularly along public transportation routes;
third, billboards along highways to make travelers aware of hotels,
restaurants, service stations and camp grounds.
Point-of-sale advertising uses windows, floor displays, counter displays and
literature racks. The main purpose of point of sale advertising I to remind
customers of the advertising messages and themes communicated to the
media.

15. Web Sites
Although relatively new in the advertising scene, web sites have
become one of the most powerful means of directly communicating
with persons in the market place.
Sales Promotions
Sales promotions have become very common at present such as
free tickets to special events, trade show, exhibits and free strips. A
common sales promotion is the familiarization trip.
Travel shows are also a common form of sales promotion. Travel
agencies and tour operators gather travelers together to promote a
special tour.

16. Public Relations
The objectives of Public Relations is to build a strong positive image of
an organization for the public.
1. The purpose of public relations is communication to potential
customers in methods other than normally paid advertisement
channels or direct sales effort;
2. It recreates a public awareness in order to enhance
advertising and sales;
3. Public relations create a positive image for a product, service
or destination in the minds of those who make public opinions
such as journalist, travel writers and those who act as
intermediaries as travel agents and tour operators.

17. Other Forms of Promotion
In addition to the major sales of promotion, there are sales
gimmicks that are worth mentioning.
Budgeting

18. Major Issue of Promotion
The major considerations of promotion are accuracy and reliability of
information in one hand and false and misleading advertising on the other.
Promotion techniques use words that evoke emotion and create awareness of
a product or service.
1. False, oral or written statement, which has the capacity or tendency of
misleading consumers made in connection with the offer for sale, lease,
rental or loan of consumers goods or services.
2. Representation that consumer goods or consumer services have a
sponsorship, approval, characteristics, ingredient, use, benefit or quality
which they do not have; consumer goods or consumer services are of a
particular standard, quality, grade, style, or model which they are not.
3. Failure to state a material fact if the failure deceives or tends to deceive.
4. Disparagement of the goods, services, or business of another by false
or misleading representation of material fact.
5. Advertisement or offer of consumer goods or consumer services without
the intention to sell them as advertised.