TOURISM MARKETING

AND THE COMMUNICATION

PROCESS

TOURISM & HOSPITALITY MARKETING

Danilo M. Balaysoche, MBA
Objectives:
1. Explain the communication process using models and
theories and its relationship to marketing.

2. Identify communication models relevant to the

marketing process.

3. Explain the impact of culture in the marketing process;

and

4. Describe communication challenges and problems and

how to avoid it.
MARKETING AND
COMMUNICATION
• The marketing process seeks to inform, persuade and
bring consumers into action. Information and
persuasion are mainly achieved through
communication.

• Communication is defined as transmitting, giving or

exchanging of information using oral or written means.

• Hence, marketing and communication go hand in hand.

COMMUNICATION
THEORIES
• Communication theories can help us understand how to
communicate better.

• Some communication scholars have come up with

theories that will enable marketing practitioners to
understand how effectively communicate with their
target market.

• Various communication models …

(1) Harold Lasswell’s SMCRE
Basic Model of Communication
• The communication process begins when the source
select words, symbols, pictures and the like to
represent the message that will be delivered to the
receiver(s).

• The message van be verbal or non-verbal, oral or

written, or in symbolic form.

• Encoding is the process by which thoughts are

expressed in the form of words, symbols, pictures and
gestures.
Harold Lasswell’s SMCRE
Basic Model of Communication

• A good communicator identifies who they are talking to

before crafting the message and deciding on the best
way to transmit it.

• Decoding is the process of transforming the sender’s

message into the receiver’s thought.
Relationship of Laswell’s Model of
Communication and Marketing Planning
(2) Shannon and Weaver’s
Mathematical Model

• Describe communication as linear process

(3) David Berlo’s SMCR
Model of Communication
(4) Osgood and Schramm’s
Model of Communication Process

• Communication is dynamic and circular in nature.

ROLE OF CULTURE IN
TOURISM MARKETING
• Hofstede’s Culture In Tourism Marketing
The cultural variables that Hofstede’s framework
discusses include power distance, individualism,
masculinity, uncertainty, avoidance, pragmatism,
and indulgence.
ROLE OF OPINION LEADERS
• The Two-Step Flow Model

According to Katz and Lazarsfeld, “the flow of media

messages from radio and print to opinion leaders and
then the leaders lead the messages to lesser active
users in the population.

Opinion leaders are selective as they pass the

messages to the group. Opinion leaders are usually
added to the information; shaping the context by which
information is received.
ROLE OF INNOVATION IN
MARKETING
• Diffusion of Innovation Model (Everett Rogers, 1962)
ROLE OF INNOVATION IN
MARKETING
• Diffusion of Innovation Model (Everett Rogers, 1962)

Innovation defined as the spread of a new idea from its source

to its users. The front runners in product trial are labeled as
“innovators”. Introducing the product to innovators will help
lead to the diffusion, use and adoption of the new idea.

Succeeding users of the product are called early adopters

followed by the early majority. At this stage, can already feel
that the new product or idea is becoming popular and sales
growing.

The late majority are those who adopt the idea at the latter
part while the laggards are those who are last to adopt.
ROLE OF MARKETING
COMMUNICATION
• Communication and its relationship to tourist
satisfaction

• Communication is influence.

Marketing is all about communicating the best

products, services, and ideas have to offer. A lot of
marketing situations necessitate a cohesive and
effective communication plan.

Word of mouth is communication at its finest level.

ROLE OF MARKETING
COMMUNICATION
• Communication Problems

The failure in communication may be due to several

factors such as:

- Language Barriers
- Varied connotation of words, signs and symbols
- Cultural Differences
- Faulty Word Choices.
- Mistranslations.
GOAL OF MARKETING
COMMUNICATION
• Is to achieve common ground between the sender and
the receiver.
Reference:
• Tourism Marketing
Maricel Gatcahlian-Badilla
2015 Edition