CHAPTER 11

TOURISM PROMOTION
LESSON OBJECTIVES:

1. Define tourism promotion

2. Explain the relation between promotion and communication
3. Describe the relationship between promotion and the traveler’s buying process
4. Illustrate the relationship of promotion to marketing
5. Discuss the importance of promotion planning and budgeting
6. Explain the major types of promotion mix
7. Clarify the major issues of promotion
DISCUSSION QUESTIONS:

1. Define tourism promotion.

2. How is promotion related to communication?
3. Explain the relationship between promotion and the traveler’s buying process.
4. Differentiate promotion from marketing.
5. Explain the importance of promotion planning and budgeting.
6. Discuss the major issues of promotion.
 THE 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.

1. 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 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.
PROMOTION AND THE TRAVELER’S BUYING
PROCESS
• Informative promotion is important to 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.

The 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.
PROMOTION PLANNING

• Promotion planning determines the objectives or goals the organization should strive to accomplish and
the plan of action 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; and
5. The methods to be used to control and assess the effectiveness of the promotion.
 GOALS
• Goals are important in developing promotional strategies. They must be specific,
measurable, attainable, realistic and time-bound. They should be quantitative to determine
if the outcome is achieved and have a specific time period in which they are to be completed.

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. Travel companies cannot necessarily provide services for the whole population
so it is a must that a promotion plan recognizes both characteristics of marketing.
BUDGETING
The table below shows how the tourist promotion budget for the different segments of the travel
industry is divided. It can be seen that the major part of the promotion budget goes to advertising. The
principal costs in the budgeting process are the cost per message, the cost per reader, and the cost of
repeated messages.
THE MAJOR ISSUE OF PROMOTION

• The major considerations of promotion are the accuracy and reliability of information on one hand and
of false and misleading advertising on the other.
Examples of unfair or deceptive practices:

1. False, oral, or written statement, which misleads the consumers in connection with the offer
for sale, lease, rental, or loan of consumer goods or services.
2. Representations that consumer goods and services pretending to have such as sponsorship,
approval, characteristic, ingredient, use, benefit, or quality; or pretending to have goods or
consumer services of a particular standard, quality, grade, style, or model.
3. Failure to state a material fact if the failure tends to deceive.
4. Disparagement of the goods, service, or business of another by false or misleading
representation of fact.
5. Advertisement of consumer goods or consumer services without the intention to sell them
as advertised.