MPTH TOURISM PROMOTION

• stimulating sales through the dissemination of

  information. It means trying to encourage actual and

  potential customers to travel.

  Tourism Promotion
• Objectives of promotion accdg to Wahab(1997)

  1. To make the tourist product widely known.

  2. To make it very attractive in order to encourage

  many people to try it

  3. To make the message attractive without being

  dishonest
• (the travel organization) transmits

  certain information that will change people’s

  attitudes and create in them a desire to use the

  product or service.

  Sender
• Potential Tourist

  Receiver
• can be verbal, visual, written


  Message
• end goal of promotion. 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.

  Behavior Modification
• more important during the early stages of the product life

  cycle when owners of new resorts and other

  attractions will seek promotional outlets to

  inform the public of the facilities and

  amenities that would make their vacation

  experience worthwhile.


  Information Promotion
• used when an attraction is in its early stage of growth, so its

  owners put very much promotional effort in

  devising persuasive messages and sending

  them through several channels

  Persuasive Promotion
• important upon reaching a mature stage. Owners will then

  remind people of their positive experiences

  through messages that will serve to jog the

  memory and keep the product in the public’s mind.


  Reminder Promotion
• one of the major tools used in marketing a

  tourist product. It is the responsibility of people involved

  in promotion to devise methods of communication that

  will make the greatest number of potential consumers

  aware of their product.

  Promotion
• determines the Objectives or goats the organization

  should strive to accomplish and the Plan Of action

  to attain these goats. According to Schmoo

  (1997), relations programs to be organized;


  Promotion Planning
• are important in developing promotional strategies. To be

  effective, goals must be specific, quantifiable, measurable, realistically attainable, and time-bound.


  Goals
• 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. It is mandatory that a promotion plan recognizes both characteristics of Marketing.


  Market Targets
• provides the necessary

  guidelines for isolating target markets. It identifies people according to their socioeconomic status, social influences,

  personality features, attitudes, values, motivations, and

  expectations. Certain markets are not Compatible for the same destination.

  Segmentation
• which is chosen for the advertisement

  follows the goals objectives of the promotion plan. It should be

  understandable, distinctive, and believable.

  The Message
• is the tool that conveys the message

  to the customers.

  Promotion mix
• The major types of promotion mix are:

  Any form of paid-for, non-personal

  presentation and promotion of ideas, products, or

  services by a specific sponsor using some form of

  mass media;


  1. Advertising
• An oral presentation to one or

  more prospective customers on a face-to-face basis;

  2. Personal selling
• Activities, other than advertising and personal selling that stimulate a purchase; These are directed toward the consumer

  or toward intermediaries. Examples are displays,

  shows, exhibitions, demonstrations, contests, giveaways;


  3. Sales Promotion
• The presentation of ideas, goods, or 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.

  4. Public relations
• uses several forms to attract attention, arouse

  interest, convey information, and encourage the potential tourist to act in a specific manner.


  Adversiting
• Some forms of advertising are newspapers, direct mails, television, magazines, radio, yellow pages, outdoor advertising, novelties, directories, and display materials such as

  posters, cardboard stands, window displays, dispensers for

  sales literature, and many more.
• although expensive ranks high as an

  advertising medium. Direct mail materials are sent to

  people who will most likely use the service offered.

  Direct mail
• are often used in direct mail.


  Brochures, leaflets, travel catalogs, and sales letters
• are smaller in size than a travel catalog but

  offer more information than a leaflet or folder.


  Brochures
• present a complete travel

  program with lists of many destinations, services,

  accommodations, activities, excursions, and information

  about the destinations.

  Illustrated travel catalogs
• are usually single sheet which provide

  minimum information. sales letters are similar. However,

  they are more flexible since they are sometimes used

  with travel catalogs, brochures, or folders to personalize

  the mail contact.

  Leaflets or folders
• is a very effective audio and visual medium

  when wider coverage is required. It is an expensive

  medium, so only large organizations use it.


  Television
• offer high-quality print and graphics. They are

  kept longer than newspapers, and are used in waiting

  rooms.


  Magazines
• is more flexible and cost-efficient compared to

  other forms of mass media. It allows some interest

  segmentation since radio stations have segmented their

  own markets according to the program they air.


  Radio
• gives information to those requiring

  service. A tourist in a destination area might use the

  Yellow Pages to look for a service such as a restaurant or

  other tourist-related establishments.

  The Yellow Pages
• is usually seen in three areas: first,

  in areas with high visibility public transportation vehicles

  such as buses and taxis; second, on benches particularly

  along the public transportation routes; third, billboards

  along highways to make travelers aware of hotels etc

  Outdoor advertising
• uses windows, floor displays,

  counter displays and literature racks. The main purpose

  of point-of-sale advertising is to remind customers of the

  advertising messages and themes communicated to the

  media.

  Point-of-sale advertising
• become one of the most powerful means

  of directly communicating with persons in the

  market place.

  Websites
• common sales promotion is familiarization trip.


  Sales Promotions
• common form of sales promotion.

  Travel agencies and tour operators gather travellers

  together to promote a special tour.

  Travel shows
• The principal costs in the budgeting process are the

  cost per message, the cost per reader, and the cost

  of repeated messages.


  Budgeting
• The major consideration of promotion are accuracy

  and reliability of information on one hand and false

  and misleading advertising on the other. promotion

  techniques use words that evoke emotion and

  create awareness of a product or service.


  MAJOR ISSUE OF PROMOTION