Tourism Promotion

Guinto, Angelika Aira

Tamba, Raisa Princess
Learning Objectives
Define the meaning of tourism Enumerate the importance of
01 promotion and 3 types of 04 promotion planning and
promotion budgeting

Discuss the relationship between Explain the major types of

02 promotion and the traveler’s buying 05 promotion mix
process

Illustrate the relationship of Discuss the major issues of

03 promotion to marketing 06 promotion
 Tourism Promotion
means stimulating sales through the dissemination of
information. It means to encourage actual and potential
customers to travel. According to Wahab (1997), the objectives
of the 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.
 3 Types of Promotion
INFORMATION PERSUASIVE REMINDER

The owners of Owners put very Owners will then

new resorts and much promotional
Contents remind people of
other attractions effort in devising their positive
Contents Title Contents Title
will seek persuasive experiences
promotional
Text Here messages
Text Hereand through messages
outlets to inform
Contents Title
sending them
Contents Title
that will serve to
the public of the through several jog the memory
Text Here
facilities and Text Here
channels and keep the
amenities that product in the
$95
would make their public’s mind.
vacation
experience
worthwhile.
Goals of Promotion and the Traveler’s Buying
Process
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.

PROMOTION
Is one of the major elements in the marketing
mix. Also, one of the major tools used in
marketing a tourist product.
 Promotion Planning
A. GOALS
Goals are important in developing promotional strategies. To be
effective, goals must be specific, quantifiable, measurable, realistically
attainable, and time-bound. Examples of goals are:

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.
 Promotion Planning
B. 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.

Segmentation provides the necessary guidelines for isolating target

markets. It identifies people according to their socioeconomic status, social
influences, personality features, attitudes, values, and expectations.
 Advertising
Any form of paid-for, non-
personal presentation and
promotion of ideas, prodcuts
or services by a specific
sponsor using some form of
mass media
PROMOTION
MIX
Personal Selling
An oral presentation to
one or more
prospective customers
on a face-to-face basis
Sales Promotion
Stimulates a purchase. These
are directed toward the
consumer or toward
intermediaries. (E.g. shows,
contests, exhibitions, etc.)
Public Relations
The presentation of goods and
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.
BUDGETING
The table shows how
tourist promotion budget
for the different segment
of travel industry is
divided.
 Major Issue of Promotion
In many instances, false, deceptive and misleading advertisement
happens. Some examples 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 consumer of goods or services;

2. Representations that consumer goods and services have a

sponsorship, approval, characteristic, ingredient, use, benefit or
quality which they do not have; consumer good or services are of a
particular standard, quality, grade, style, or model which they are not.
END