CRT LEARNING MODULE

Course Code THM03

Course Title Micro Perspective of Tourism and
Hospitality
Units 3
Module Title Tourism Promotion

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 1
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
 College for Research & Technology of Cabanatuan

HOW TO USE THIS DIGITIZED LEARNING MODULE

Welcome to the module in Tourism Promotion. This module contains training
materials and activities for you to complete this module.

You are required to go through a series of learning activities in order to complete

each learning outcome of the module. Each of the learning outcomes is provided with
Modules. Follow these activities on your own and answer the self-check at the end of
each learning outcome. You may remove a blank answer sheet at the end of each
module (or get the answer sheets from the online facilitator) to write the answers for
each self-check. If you have questions, don’t hesitate to ask your facilitator for
assistance.

This module was prepared to help you gain fundamentals and basic knowledge
about Tourism and Hospitality. This will be the source of Information for you to acquire
knowledge and skill in this particular trade independently and at your own pace, with
minimum supervision of help from your instructor.

 Talk to your online facilitator and agree on how you will both organize the
Training of this unit. Read each through the module carefully. It is divided into
sections, which cover all the skills and knowledge you need to successfully
complete this module.
 Work through all the information and complete the activities in each section.
Read Modules and complete self-check. Suggested references are included to
supplement the materials provided in this module.
 Most probably your facilitator will be your supervisor or manager. Your online
facilitator will support and correct you.
 Your online facilitator will tell you about the important things you need consider
when you are completing activities and it is important that you listen and take
notes.
 You will be given plenty of opportunity to ask questions and practice on the job.
Make sure you practice new skills during regular work shifts. This way you will
improve both your speed and memory and also your confidence.
 Talk to more experienced workmates and ask for their guidance.
 Kindly the self-check questions at the LMS (EDMODO) to test your own progress.
 When you are ready, ask your online facilitator to watch you online via Zoom or
Google Meet to perform the activities outlined in this module.
 Ask your online facilitator work through the activities: ask for written feedback
on your progress. Your online facilitator keeps feedback/pre-assessment reports
for this reason. When you have successfully completed each element, ask the
facilitator to mark on the reports that you are ready for assessment.

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 2
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
 When you have completed this module, and feel confident that you have
sufficient practice, your online facilitator will arrange an appointment with
registered assessor’s to assess you. The results of your assessment will be
recorded in your competency Achievement Record.

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 3
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
 MODULE CONTENT

MODULE TITLE: Tourism Promotion

NUMBER OF HOURS: 3 hours (1 week)

LEARNING OUTCOMES:

At the end of the module, you MUST be able to:

1. Define Tourism Promotion.

2. Explain the relation between promotion and Communication.
3. Discuss the importance of promotion planning and budgeting.
4. Clarify the major issues of promotion.

Contents:
1. Meaning of Tourism Promotion
2. Promotion and Communication
3. Promotion and Travelers Buying Process
4. Promotion Mix

Conditions:

The students must be provided with the following:

1. Hard copy or soft copy of the course syllabus
2. MS Word
3. Pen
4. Paper

Assessment Method:

1. Submission of Research paper.

2. Written examination.
3. Quizzes using Google forms.

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 4
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
 MODULE 10
Tourism Promotion
Learning Objective: After reading this MODULE, you should be able to:

1. Define Tourism Promotion.

2. Explain the relation between promotion and Communication.
3. Discuss the importance of promotion planning and budgeting.
4. Clarify the major issues of promotion.

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. According to Wahab (1997), 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, and
3. To make the message attractive without being dishonest

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

The sender (the travel organization) transmits 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, exhibitions, periodicals), or written [periodicals, brochures,
press advertising) For communication to take place, there should

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 5
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
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 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.

Information 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.

Persuasive promotion is used when an attraction is in its early

stage of growth, so its owners put very much promotional effort in
devising persuasive messages and sending them through several
channels.

Reminder promotion is important upon reaching a mature stage.

Owners will then remind people of their positive experiences through
messages that will serve to the memory and keep the product in the
public's mind.

Promotion and Traveler's Buying Process

The relationship between the goals of promotion and the buying
process of the three types of promotion described are used. Informative
promotion is important 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.

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 6
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
 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
people involved in promotion to devise methods of communication that
will make the greatest number of potential consumers aware of their
product.

Promotion Planning
Promotion planning determines the objectives or goals the
organization should strive to accomplish and the plan of action to attain
these goals. According to Schmoll (1997), the following are the results
of the 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. 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. To be
effective, goals must be specific, quantifiable, measurable,
realistically attainable, and time-bound. They should be
quantitative so that they can be measured to determine if the outcome
is achieved. They should have a specific time period in which they are to
be completed. They should be written clearly and concisely and be as
specific as possible. Examples of goals are:

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 7
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
1. To create and measure the awareness level of a particular tourist
attraction in a specific market;

2. To communicate a specific tourism appeal in your promotion to a

specific market and then determine how many people can recall it, and

3. To communicate a basic campaign theme to a specific market and

then determine how many people can restate the premise without aided
recall.

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

markets. It identifies people according to their socioeconomic status,
social influences, personality features, attitudes, values, motivations,
and expectations. Certain markets are not compatible for the same
destination. For example, a business traveler who would like to rest at
night will not book in a hotel hosting a large convention. Some markets
have a competitive advantage over others and no amount of promotion
can counteract that advantage. Other markets may require more funds
than the available promotion budget can allocate for that market
segment. Finally, the market segment may have a limited life and
therefore not justify the promotional effort.

The Message

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.

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 8
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
 Promotion Mix
Promotion mix is the tool that conveys the message to the
customers. The major types of promotion mix are:

1. Advertising-Any form of paid-for, non-personal presentation and

promotion of ideas, products, or services by a specific sponsor using
some form of mass media,

2. Personal selling-An oral presentation to one or more prospective

customers on a face-to-face basis;

3. Sales promotion - Activities, other than advertising and personal

selling, that stimulate a purchase,

4. Sales promotions These are directed toward the consumer or

toward intermediaries. Examples are displays, shows, exhibitions,
demonstrations, contests, giveaways, and

5. 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 a favorable image of the product,
service, or business unit.

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 newspapers, direct
mails, television, magazines, radio, yellow pages, outdoor advertising,
novelties, directories, and display materials such as posters, cardboard
stands, window displays, and dispensers for sales literature, and many
more.

The advantages of newspaper advertising are it facilitates geographic

segmentation because markets for distribution can be clearly defined,
the cost of newspaper advertising is relatively low; most newspapers are
daily newspapers, newspapers have extensive coverage; it is quick and
advertisements are easy to schedule, and most Sunday editions have a
travel section.
Date Developed: Document No. 001-2020
Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 9
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
 The major disadvantage of newspapers is the quality of the
advertisements and the short life span

Direct mail, although expensive, ranks high as an advertising

medium. Direct mail materials are sent to people who will most likely
use the service offered Names are obtained from mailing lists of travel
magazines, from passport applications, tour operators, airport flight
insurance companies, and frequent flyer program participants, among
others. The effectiveness of direct mail can be measured if it requires a
response by return mail or phone.

Brochures, leaflets, travel catalogs, and sales letters are often used
in direct mail. Brochures are smaller in size than a travel catalog but
offer more information than a leaflet or folder Brochures, especially for
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 Illustrated travel catalogs present a
complete travel program with lists of many destinations, services,
accommodations, activities, excursions, and information about the
destinations. They are also used as sales tools by travel agents although
not much for direct mail as they are expensive to publish Travel catalogs
for large companies are usually issued twice a year Some of them
contain two hundred pages

Leaflets or folders are usually single sheet which provide minimum

information Sales letters are similar. However, they are more flexible
since they are sometimes used with travel catalogs, brochures, or
folders to personalize the mail contact

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. Although most people spend much time watching
television, they have difficulty recalling the commercials. Thus, television
makes use of repetition in order to strengthen memory retention.

Magazines offer high-quality print and graphics. They are kept

longer than newspapers, and are used in waiting rooms. Magazine
audiences are segmented according to the kinds of magazines they
read. Thus, they facilitate advertising to a specific interest group.

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 10
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
 Radio is more flexible and cost-efficient compared to other forms of
mass media. It allows some interest segmentation since radio stations
have segmented their own markets according to the program they air
Radio advertising can also be useful in destination regions, so that
messages can reach tourists already in the area or those traveling in the
area.

The Yellow Pages gives information to those requiring service. 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. The
Yellow Pages is used to attract shoppers in both the origin area and in
the destination area.

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 campgrounds. In cities,
billboards and signs are seen along major transportation routes to and
from airports and other major roads used by local residents. Outdoor
advertising is not suitable for long and complicated messages. Much of
the communication is through symbols and pictures rather than words.

Point-of-sale advertising uses windows, floor displays, counter

displays, and literature racks. The main purpose of point-of-sale
advertising is to remind customers of the advertising messages and
themes communicated to the media. It offers opportunities for variety in
artwork, size, color, and material used. Like outdoor advertising, point-
of-sale advertising only holds the attention of the customers for a short
time; hence, the message must be short and clear.

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 11
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
 Websites
Websites have become one of the most powerful means of directly
communicating with persons in the market place. They are specifically
valuable to small and medium sized tourism operators who, in the past,
found it difficult to send information about their products and services to
their potential customers.

Sales Promotion
Sales promotions such as free tickets to special events, trade shows,
exhibits, and free trips have become very common at present. A
common sales promotion is the familiarization trip. This is used by
airlines, hotels, and destination areas to draw attention to their services
or the development of a new service.

Travel shows are also a common form of sales promotion Travel

agencies and tour operators gather travelers together to promote a
special tour. Food, from simple refreshments to formal dinners, are
served Fairs, conferences, and conventions bring together prospective
tourists for a specified time where displays, slide shows, short films,
posters, brochures, and leaflets are available. Films which feature travel
destinations, cruises, and other forms of travel are basic elements of
travel shows.

Other sales promotions are local contests, parades, receptions, open

houses, reunions, seminars, special events, speeches, and joint offers
between banks and department stores

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 12
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
 Public Relations
The objective of public relations is to build a strong positive image of
an organization for the public. There are three principal characteristics
of public relations.

1. It communicates 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; and
3. it creates a positive image for a product, service, or destination in the
minds of those who make public opinion such as journalists, travel
writers, and those who act as intermediaries such as travel agents
and tour operators.

The major form of public relations is news release. Other forms are
public appearance in radio and television talk shows. However, since the
publicity is not paid for, there is no guarantee that it will be carried in
the media or that it will be in the form that the company has requested
Print news releases are more acceptable to newspapers than magazines.

Other Forms of Promotion

In addition to the major forms of sales promotion, there are sales
gimmicks that are worth mentioning. For example, the sale of souvenirs
and other mementos whose purpose is to promote or stimulate sales
and generate income Souvenirs and mementos help remind tourists of a
pleasant vacation and a good experience.

Budgeting
The principal costs in the budgeting process are the cost per
message, the cost per reader, and the cost of repeated messages.

A single message has seldom sufficient impact. Thus, a television or

radio spot must be aired many times. The number of times a message is
shown is considered part of the cost. In constructing a budget, the
impact, appeal, retention, reader shift, and costs of advertising are
taken into account.
Date Developed: Document No. 001-2020
Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 13
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
 Major Issue of Promotion
The major considerations of promotion are accuracy and reliability of
information on 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.

Superlatives such as exotic, outstanding, superior, the best, the

largest, and deluxe are usually used. In many instances, the travel
agency creates a high expectation of an attraction that it oversells it,
thereby creating problems.

False, deceptive, and misleading advertisement can lead to legal action

by national governments. Some examples of unfair or deceptive practices
are:

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. Representations that consumer goods or consumer services have a
sponsorship, approval, characteristic, 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, service, or business of another by false
or misleading representation of material fact, and
5. Advertisement or offer of consumer goods or consumer services
without the intention to sell them as advertised

Examples of false and misleading advertisement are brochures which

suggest that a hotel has rooms facing a beautiful view of the beach
when in reality it is only the hotel, not the rooms that have a view of the
beach. The statement that "after dinner, we will go to a culture show" is
not clear because it does not state whether it is part of the tour or
optional.

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 14
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda
REFERENCE

MICRO PERSPECTIVE OF TOURISM AND HOSPITALITY

AUTHOR: ZENAIDA LANSANGAN-CRUZ, PHD

Date Developed: Document No. 001-2020

Micro Perspective of
February 7, 2021
Tourism and Issued by:
Date Revised:
Hospitality Module Page 15
Developed by:
10:Tourism Promotion CRT
Jennifer J. Miranda