SAS#18- TOU 042

Lesson Title: Tourism Promotion

Lesson Objectives

• Define tourism promotion.

• Discuss the importance of promotion planning and explain the major types of promotion mix.

References

• Lansangan-Cruz, Zenaida (2019) Micro Perspective of Tourism and Hospitality

• Cariño, Celia E. and Beltran, Ma. Pamela N. (2013) The Hospitality Industry An Introduction

Productivity Tip

• Listening to music can enhance concentration and improve quality of work.

Lesson Preview/Review

Previous Lesson Summary

• Learned about Tourism Marketing: Definition, differences from other marketing, market segmentation, and product life cycle.

• Reviewed the strategic marketing process.

• Can identify the steps in market planning:

  1. Step 1

  2. Step 2

  3. Step 3

  4. Step 4

  5. Step 5

  6. Step 6

  7. Step 7

Introduction to Tourism Promotion

• Definition: Tourism promotion stimulates sales by disseminating information to encourage potential customers to travel.

• Objectives of Promotion (Wahab, 1997):

  1. Make the tourist product widely known.

  2. Enhance product attractiveness to encourage trials.

  3. Create appealing messages that are truthful.

Main Lesson Content

Activity 1: What I Know Chart, Part 1

• Reflect on knowledge about Tourism Marketing.

• Record thoughts on tourism promotion and promotion mix.

Promotion and Communication

• Good promotion equals good communication.

• Communication System:

  • Sender: Travel organization.

  • Receiver: Potential tourist.

  • Message: Can be verbal, visual, or written.

• Goal: Behavior modification through informative, persuasive, or reminder messages.

Types of Promotion

• Informative Promotion: Important in early product stages to educate.

• Persuasive Promotion: Engages potential tourists to change attitudes and encourage purchases.

• Reminder Promotion: Reinforces positive experiences during maturity stages.

Promotion and Traveler’s Buying Process

• Different types of promotion correspond to buying process stages:

  • Informative: Attention and comprehension stages.

  • Persuasive: Attitude change and initiation of purchase.

  • Reminder: Post-purchase reinforcement.

Relationship of Promotion to Marketing

• Promotion is a crucial part of the marketing mix aiding in raising awareness.

• Promotion Planning:

  • Establishes objectives in line with the marketing plan.

  • Identifies target market and specific promotional methods.

  • Involves budget allocation and methods to assess effectiveness.

Goals of Promotion

• Goals should be:

  • Specific

  • Quantifiable and measurable

  • Realistically attainable

  • Time-bound

• Examples of measurable goals:

  1. Measure awareness of a tourist attraction in the target market.

  2. Communicate tourism appeal and gauge recall.

Market Targets

• Importance of market segmentation for effective promotion.

• Segmentation based on socio-economic status, influences, and motivations.

• Understanding compatibility of different market segments with the destination.

The Message in Promotion

• Messages should be clear, distinctive, and believable to create awareness.

• Promotion Mix: Conveying messages to customers effectively.

Major Types of Promotion Mix

1. Advertising: Paid, non-personal promotion through mass media.

   • Forms: Newspapers, TV, radio, brochures, etc.

   • Direct mail is effective but costly.

   • Brochures provide more information than leaflets.

2. Personal Selling: Face-to-face interactions with potential customers.

   • Websites serve as critical communication tools.

3. Sales Promotion: Engages consumers and intermediaries via contests, giveaways, travel shows, etc.

4. Public Relations: Non-paid methods to create favorable product images.

   • Major form: News release; methods include appearances on talk shows.

Additional Sales Gimmicks

• Souvenirs and mementos promote sales and enhance memory of the travel experience.

Skill-Building Activities

Activity 3: Identification

• Identify key promotional tools and advertising mediums through given exercises.

Activity 4: What I Know Chart, Part 2

• Log answers in the provided table.

Activity 5: Check for Understanding

• Create a tourism plan for a specific destination.

Lesson Wrap-Up

Activity 6: Reflection

• Shade the module completion number.

• Record any challenges faced and concepts learned.

FAQs

1. Common Offensive Advertising Practices:

   • Misleading statements regarding services or goods.

   • Implying false endorsements or characteristics.

   • Failure to disclose material facts impacting consumer decision.

Key to Corrections

Exercise 1 Answers:

1. Promotion

2. Television

3. Promotion Mix

4. Travel Shows

5. Familiarization Trip

6. Personal Selling

7. Sales Promotion

8. Radio

9. Leaflets or folders

10. Advertising

Exercise 2 Answers:

1. Advertising

2. Personal Selling

3. Sales Promotion

4. Public Relations

5. Various chosen forms of advertising including newspapers, TV, etc.