TOURISM

PROMOTION
Stimulating sales through the
dissemination of information.
Trying to encourage actual and potential
customers to travel.
Objectives of Tourism Promotion
To make the tourist product widely known
To make it very attractive in order to encourage
many people to try it.
To make the message attractive without being
dishonest.

Relationship of Promotion to Marketing
Promotion is one of the major tools used in
marketing
Promotion and Communication
Good promotion is good
communication.
Sender Receiver = message
Behavior modification goal of promotion
Types of promotion:
Information promotion
Persuasive promotion
Reminder promotion
Promotion Planning Process
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
Behavior
Modification
Remind




Persuade




Inform
Adoption


Purchase

Intention

Attitudes

Comprehension

Attention
Buying Process Promotion Goals End Goal
Promotional Strategies
Goals
Market Targets
The message
Promotion mix
Advertising
Newspapers, direct mails, television, magazines, radio, yellow
pages, outdoor advertising, novelties, display matls.
Web sites
Sales Promotion
Public Relations
Other forms of Promotion

Tourist Promotion Budgets
Type Advertising
Sales
Support
Public
Relations
Travel Trade 60% 35% 5%
Travel Agents
(Tour Operators)
Air Carriers 65% 25% 10%
Hotels, Motels 70% 20% 10%
National
Tourist Office 70-80% 15-25% 5-10%
Issue on Promotion
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
service have a sponsorship, approval, characteristic,
ingredient, use, benefit or quality w/c they do not have;
3. Failure to state the material fact if the failure deceives
or tends to deceive
4. Disarrangement of the goods, service, or business of
another by false or misleading representation of
material fact.
5. Advertisement or offer of consumer goods or
consumer services w/o the intention to sell them as
advertised.