TOURISM MARKETING AND

COMMUNICATION RPOCESS
MARKETING AND COMMUNICATION

 MARKETING
 Is a process that seeks to inform, persuade and bring consumers into action.
Information and persuasion are mainly achieved through communication.
 COMMUNICATION
 is simply the act of transferring information from one place, person or group to another.
 Hence, marketing and communication go hand in hand…
MARKETING COMMUNICATION

 are those techniques that the company or a business individual uses to convey
promotional messages about their products and services. Experts of marketing
communication design different types of persuasive communication and send it
to the target audience.
MARKETING COMMUNICATION TOOLS

 Pamphlets
 Brochures
 Emails
 Advertisements
 Websites
 Sales Promotions and Campaign
 Exhibitions
 Personal Selling
 Press Release
IMPORTANCE OF MARKETING
COMMUNICATION
 MARKETING COMMUNICATION PROCESS

The diagram explains various components − first two components are ‘sender’ and ‘receiver’. Second two
components are ‘message’ and ‘media.’ The other features of this model
are ‘encoding,’ ‘decoding,’ ‘response,’ and ‘feedback.’ And, the last feature is ‘noise.’ Noise is random
and other competing messages that more often interfere with the communication.
This model emphasizes on the major key factors that play an important role in effective communication. It is
imperative to know the market response and your target audience before you send any message.
TYPES OF COMMUNICATION MODEL
TYPES OF COMMUNICATION MODEL
TYPES OF COMMUNICATION MODEL
COMMUNICATION THEORY
COMMUNICATION THEORY
COMMUNICATION THEORY
COMMUNICATION THEORY
COMMUNICATION PROBLEMS

 Language Barriers
 Varied connotation of words, signals and symbols
 Cultural differences
 Faulty word choices
 Mistranslations
TOURISM AND HOSPITALITY
PRODUCT
TOURISM AND HOSPITALITY PRODUCTS

 a group of selected components or elements brought together in a ‘bundle’

to satisfy needs and wants
 ATTRACTION

ACCESSIBILITY

ACCOMODATION

IMAGE

PRICE
COMPONENTS OF TOURISM PRODUCTS
TOURISM PRODUCT TYPES

❖Convenience Tourism Product

❖Shopping Tourism Product
❖Unsought Tourism Product
❖Industrial Tourism Product
❖Capital Item
PRODUCT
LEVELS
PRODUCT
LIFE CYCLE
TO PREVENT DECLINE….

Market Modification

Product Modification

Marketing Mix Modification

DESTINATION LIFE CYCLE (BUTLER 1980)
 PRODUCT DEVELOPMENT

 Product development should be an ongoing process to

ensure profitability and sustain interest on the product
line.
NEW PRODUCT DEVELOPMENT PROCESS

Concept
Marketing
Idea Generation Idea Screening Development and
Strategy
Testing

Business Analysis Prototype Creation Test Marketing Commercialization

Evaluation
 CREATION OF TOURISM PRODUCT
Primary Inputs Intermediate Inputs Intermediate Output Final Output (Tourist
(Resources) (Tourism Facilities) (Tourism Services) experiences)
Human resource Accommodations Vehicle parking service Social contacts

Material Transport terminals Tour guide service Business contacts

Equipment Vehicles/Ships/ Hospitality at serviced Satisfaction/Memories

Boats/Airbuses/ Ferries. accommodations/ hotels/
restaurants.
Fuel/Energy Restaurants/Food Joints Cultural performances Recreation

Agricultural product Convention/ Shopping Festivals/Events Education

Centers.
Capital Museums Relaxation
Research the Market

Match the Product with Market

Assess the Destination STEPS IN TOURISM

PRODUCT
Understand the Stakeholder Role
DEVELOPMENT
Product Building

Marketing and Promotion

Providing Human and Technical Resource