The Fundamentals of Tourism Promotion
Marketing is the term used to describe the activities involved in promoting products.
In marketing, the term product is used to refer to anything that can be offered to the marketplace.
The tourism product is a trip or vacation.
These challenges of promoting tourism are:
The Tourism Product Cannot be Easily Changed to Meet Changing Tastes
Need to Maintain a High Capacity
The first step in effectively promoting tourism is to identify the target audience.
Tourism promotion must appeal to intermediaries as well as tourists.
Intermediaries are people or companies that operate between the producer and the tourist.
A promotional campaign for a tourism product should have three strands; one for tour wholesalers, one for travel agents and one for the general public.
Tour wholesalers are primarily concerned with selling a high volume of product and work with destinations and service providers that offer a low level of risk.
Travel agents are also focused on high sales volume and margins. Their primary role is to find the best package for each customer.
Tourists look for two things when booking a holiday; reliability and value for money.
Advertising is the most common method of promoting tourism.
The forms of advertising used for each promotional campaign should be based around the objectives of the campaign.
Newspaper advertising appeals to marketers as it is relatively inexpensive, flexible and geographically selective.
Magazine advertising is used for tourism products because of its high selectivity and excellent print quality.
Tourism promoters use promotional e-mails because of their high selectivity and low noise level.
Television advertising provides a sense of what it is like to visit a certain location. However, it is very expensive.
For the most part, radio advertising is not used in travel companies’ promotional campaigns.
Generally outdoor advertising is not used for tourism campaigns because it offers low selectivity and is limited in the in the amount of information it can provide.
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