2. The aim of the training «Tourism Promotion» is to give to the participants the idea about why they need to promote their business,
how and which are the things they need to pay more attention to.
In the result of the training the participants will
1) know :
• what Tourism Promotion is
• what Personal Selling is (service quality, word of mouth)
• how and where to be Advertised
• what Sales Promotion is
• what Direct Marketing Publicity is
• what Public Relations are
2) have a clear image of:
• why should the tourist choose me but not the competitor
• What your perceived image held by the tourist/customer is
• what it means when the image is favorable
• why it needs to be different from competitor’s image?
• how can the image be affected?
• have the skills to
3. According to Baldemoro, Tourism promotion entails attempting to
persuade current and future customers to visit a destination by
disseminating information.
The goals of promotion, as part of the overall marketing strategy,
are:
1. To define the target audience for the promotion.
2. Choose the most successful advertising, sales support, and
public relations programs to organize.
3. Choose the best means for monitoring and evaluating the
promotion operation.
What is Tourism Promotion?
4. Sorts of promotions that can help change a customer's behavior:
1. Informative advertising are most effective during the
attention and comprehension stages of the buying process.
2. Persuasive promotions are effective in assisting with attitude,
intention, and purchase during the middle phases of the
buying process.
3. Reminder advertisements are effective to use following the
first visit or use of the services.
5. Every destination country should make a concerted effort to
identify needs and implement the essential advertising
methods to pique the interest of potential tourists.
Destination marketing is determining what tourists want to
see and attracting them through a variety of approaches.
Potential tourists want to know ahead of time about the
destination's products, services, and amenities.
6. Personal Selling (service quality, word of mouth)
Service Quality
Service quality is a measure of how an organization delivers
its services compared to the expectations.
They either consciously or unconsciously have certain
standards and expectations for how a company's delivery of
services fulfills their specific needs.
The five dimensions of service quality are (Ramya N., 2019):
7. Personal Selling (service quality, word of mouth)
Word of Mouth (WOM)
✓ Word of mouth can be defined as consumer-to-consumer
communication about goods and services, and it is a powerful
persuasive force, particularly in the diffusion of information about
new product.
✓ Verbal communication can be either positive or negative.
✓ Positive word of mouth is 7x more effective than newspaper and
magazine advertising, 4x more effective than personal selling and
2x as effective as radio advertising in influencing consumers to
switch brands.
✓ Consumers rely more on advice and suggestions from those who
have experienced the benefits of a service.
8. Advertising (social media, websites, newspaper, magazine, cinema, television,
applications, information technology)
1) Social Media Platforms/ Websites
2) Newspaper/ Magazine
3) Cinema/ Television
4) Applications
5) Information Technology
9. Sales Promotion (discounts, familiarization trips, brand promotional products)
1) Discount (special prices, time-limited offers, and
reward points)
2) Familiarization Trips (educational trips organized
by travel businesses such as tour operators and
lodging establishments exclusively for media
partners or travel agents and reseller)
3) Brand Promotional Products (items with a
company name, logo, or slogan distributed for
free or at a very low cost)
10. Direct Marketing (tourism exhibitions, contacting tour operators and travel agents)
➢ Tourism exhibitions, are events that are brief
integrated promotional campaigns, which allow the
distribution of various promotional materials to many
potential customers
➢ They are the second most popular promotional tool
used by industrial marketing firms, trailing only
personal selling, direct mail, and print advertising.
➢ They help to pique people's interest in travel and are
thus classified as business tourism.
11. Direct Marketing (tourism exhibitions, contacting tour operators and travel agents)
➢ Tour Operators / Travel Agents is a person or company
who develops holiday ideas and markets the resulting
package. They either sell the package directly to the
consumer or use the services of a travel agent.
➢ A Tour Operator is a "principal" in the eyes of the law
while the Travel Agents are just sellers.
12. Publicity
• Publicity refers to media coverage of a product,
service, or business.
• It can include both traditional news sources such as
news shows and newspapers, as well as new media
such as podcasts, blogs, and websites.
• It is frequently used as part of a marketing campaign.
• Publicists assist both individuals and businesses in
managing publicity with the goal of increasing public
awareness as well as, positive coverage while
minimizing or responding to negative coverage.
13. Public Relations
▪ Public Relations refer to disseminating information about
an operator to their public and providing them with
something exciting and newsworthy.
▪ Public relations builds and creates images through print
media, word of mouth, and the attitude of the targeted
audience.
▪ When done correctly, potential tourists will understand how
they will benefit, learn, and grow from visiting a specific site
or event.
▪ They ensure the transmission of messages about the
attraction of a tourist destination.
14. Why should the tourist choose me but not the competitor?
a) Finding the means to stand out as a tour operator in a tourist
destination might be challenging.
b) You need to go back to the basics of your business and figure out
what makes your audience tick.
c) For your product to be unique you must add a twist that makes
your services different and memorable
d) Look at your competitors' ratings and see where you can improve.
e) The more previous experiences from your customers are posted,
the more attractive your business will be.
15. What is your perceived image held by the tourist/customer?
- Enhancing and portraying favorable tourism image perceptions
and expectations is crucial in recruiting visitors.
- Locations are attempting to assemble a diverse set of high-
ranking image perceptions and holistic impressions as a core
appeal strategy.
- You need to invest in quality and save on advertising, to attract
new tourists who organize their own trips.
16. Is the image favorable?
Customer's interactions with a company extend far beyond a sale. This can include other elements:
• the service they receive
• the visual elements they are exposed to
• other factors that contribute to an overall experience with which customers can identify and relate.
Customers will begin to trust a brand when it is known for delivering on its promises. This can:
▪ improve customer retention and frequency of return
▪ attract new customers
▪ make costumers buy a new product
▪ customers will spread the word about their favorite companies
17. Is it different from competitor’s image?
In order for a company to achieve sustainability, it is very crucial to provide a
unique product, while promoting a different image to the public.
Product differentiation is important in three ways:
1) It gives to the brand a competitive advantage.
2) It aids in the development of brand awareness.
3) It helps in the development of relationships with the target audience.
18. How can the image be affected?
Certain situations that businesses must deal with, can severely harm the
brand's image if not handled properly.
Factors that could influence the image of a business:
1. The company culture
2. Poor customer service and communication
3. Reputation on online review platforms
19.
20. 1
TRAINING PROGRAM COURSE 1: MARKETING AND MANAGEMENT IN TOURISM
MODULE 2: TOURISM PROMOTION
Contents
What is Tourism Promotion?................................................................................................................................ 2
Personal Selling (service quality, word of mouth) ................................................................................................ 2
Advertising (social media, websites, newspaper, magazine, cinema, television, applications, information
technology) ........................................................................................................................................................... 4
Sales Promotion (discounts, familiarization trips, brand promotional products) ................................................ 6
Direct Marketing (tourism exhibitions, contacting tour operators and travel agents) ........................................ 7
Publicity................................................................................................................................................................. 8
Public Relations..................................................................................................................................................... 8
Why should the tourist choose me but not the competitor?............................................................................... 9
What is your perceived image held by the tourist/customer?............................................................................. 9
Is it favorable?....................................................................................................................................................... 9
Is it different from competitor’s image?.............................................................................................................10
How can it be affected?......................................................................................................................................10
References ..........................................................................................................................................................11
21. 2
What is Tourism Promotion?
Definition of Tourism Promotion (Baldemoro, 2013)
Tourism promotion entails attempting to persuade current and future customers to visit a destination by
disseminating information. One of the most successful marketing mix factors for promoting a tourist product
is promotion. The goals of promotion, as part of the overall marketing strategy, are to define the target
audience for the promotion, choose the most successful advertising, sales support, and public relations
programs to organize, and choose the best means for monitoring and evaluating the promotion operation.
The three sorts of promotions listed below can help to change a customer's behavior during the purchasing
process. To begin with, informative advertising are most effective during the attention and comprehension
stages of the buying process. Second, persuasive promotions are effective in assisting with attitude, intention,
and purchase during the middle phases of the buying process. Finally, reminder advertisements are effective
to use following the first visit or use of the services. Promotion clearly plays an important function in promoting
any place and can help to change tourist behavior by ensuring that repeat visitors continue to buy the same
product rather than moving to another. Tourism promotion aids in attracting potential tourists, changing the
behavior of present buyers, and persuading them to visit a destination.
Every destination country should make a concerted effort to identify needs and implement the essential
advertising methods to pique the interest of potential tourists. It is critical for decision-makers to understand
how customers obtain information, particularly when it comes to tourism-related services and products.
Tourist information is a crucial component of having a positive picture of the place and the decision-making
process of travelers, according to research. The tourism industry considers information on a certain destination
that is frequently requested by travelers to be a significant source of promotion.
Destination marketing is determining what tourists want to see and attracting them through a variety of
approaches. In general, potential tourists want to know ahead of time about the destination's products,
services, and amenities. Using a variety of promotional activities might lead to the organization taking a variety
of promotional actions in order to communicate with potential tourists and persuade them to visit the place.
Personal Selling (service quality, word of mouth)
Service Quality
Service quality is a measure of how an organization delivers its services compared to the expectations of its
customers. Customers purchase services as a response to specific needs. They either consciously or
unconsciously have certain standards and expectations for how a company's delivery of services fulfills those
needs. A company with high service quality offers services that match or exceed its customers' expectations
(https://www.indeed.com/career-advice/career-development/service-quality).
The five dimensions of service quality are (Ramya N., 2019):
22. 3
1) Reliability: The ability to perform the promised service dependably and accurately is defined as
reliability. In general, reliability refers to service firms' promises regarding delivery, service provisions,
problem resolution, and pricing. Customers prefer to do business with companies that keep their
promises. As a result, it is an important factor in the customer's perception of service quality and loyalty.
As a result, service providers must be aware of their customers' expectations of dependability.
2) Responsiveness: The willingness to assist customers and provide prompt service is referred to as
responsiveness. This dimension focuses on the attitude and promptness with which customers' requests,
questions, complaints, and problems are handled. It also emphasizes the employees' or staff's
punctuality, presence, professional commitment, and so on. It is based on the amount of time customers
wait for assistance, answers to questions, and so on. The conditions of responsiveness can be improved
by continuously observing the service delivery process and employees' attitudes toward customer
requests.
3) Assurance: The Assurance dimension is the third dimension of service quality. It can be defined as an
employee's knowledge, courtesy, and the firm's and its employees' ability to inspire trust and confidence
in their customers. Customers are unsure about their ability to evaluate outcomes, so this dimension is
important in banking and insurance services. Stock broking services firms try to build trust and loyalty
between key contact persons such as insurance agents, brokers, and so on and individual customers in
some situations, such as insurance.
4) Empathy: Another dimension of service quality is the Empathy dimension. It is defined as the caring,
individualized attention provided to the customers by companies and firms. This dimension tries to
convey the meaning through personalized or individualized services that customers are unique and
special to the firm. The focus of this dimension is on variety of services that satisfies different needs of
customers, individualized or personalized services etc. In this case the service providers need to know
customers personal needs or wants and preferences.
23. 4
5) Tangibility: The fifth dimension of service quality is the Tangibility which is defined as the appearance of
physical facilities, equipments, communication materials and technology. All these provide enough hints
to customers about the quality of service of the firm. Also, this dimension enhances the image of the
firm. Hence tangibility dimension is very important, and thus companies need to invest heavily in
arranging physical facilities.
Word of Mouth (WOM)
Word of mouth can be defined as consumer-to-consumer communication about goods and services. It is a
powerful persuasive force, particularly in the diffusion of information about new product (Dean & Lang, 2008).
According to Ennew (2000) WOM is used to describe verbal communication either positive or negative between
groups such as the product provider, independent experts, family and friends and the actual or potential
consumer. Katz and Lazarsfeld (1995) found that positive word of mouth is seven times more effective than
newspaper and magazine advertising, four times more effective than personal selling and twice as effective as
radio advertising in influencing consumers to switch brands.
Taking into consideration the above facts, we can understand that WOM is an especially important tool of
promotion, as consumers tend to rely more on advice and suggestions from those who have experienced the
benefits of a service. As a result, consumers receive the performance outcomes of a service and then use this
information in order to shape their own expectations about a product, through word of mouth.
Advertising (social media, websites, newspaper, magazine, cinema, television, applications,
information technology)
1) Social Media/ Websites
Online tourism promotion efforts have also been increased through social media networks and various other
means, by implementing information technology systems (Fauzi, 2018).
The use of smart tourism technologies such as social media and smartphones in travel planning has spread and
grown. Currently, most of the search for travel information is done online. Users seem to use Internet during
almost all 5 stages of their travel experience (Dreaming, Planning, Booking, Experiencing and Sharing).
Reservations and payments during the travel preparation stage is done via the Internet. Even during travel
periods, the Internet, smartphones and other technologies provide rich, diverse and useful information to
tourists due to their accessibility and easy connection (Sigala, 2018).
Traditionally, businesses had the opportunity to advertise themselves on brochures, TV and radio. Nowadays,
with the development of social media platforms, both DMO’s (Destination Management Organizations) and
business owners, have the chance to create an online presence and attract more clients worldwide. Social
media platforms are easily accessible by everyone and allow individuals to interact with the content that is
being uploaded. Followers have the opportunity to “repost” or “retweet”, comment, like and share the posts
made by the businesses. By interacting and sharing information, all of the users’ connections are able to see
the news, therefore it is reaching more people. Social networking sites act as word of mouth. Because the
information about the product is being put out there and is getting repeated, more traffic is brought to the
product/company.
Some of the Social Media Platforms where businesses and destinations could be advertised, are listed below:
• Facebook
24. 5
• Instagram
• LinkedIn
• Tik Tok
• YouTube
• Pinterest
• Snapchat
• Twitter
2) Newspaper/ Magazine
While many people argue that conventional methods of marketing are slowly becoming obsolete, print ads
remain as one of the most effective ways of promotion.
When promoting a product through newspaper, there is the chance of reaching a large number of people,
especially those aged 45 - plus, who tend to read the news on a paper form more frequently, than the younger
demographic groups who tend to keep themselves updated from television, radio or the Internet. Both the
daily and weekly papers, have special sections throughout the year. Tourism related information could be
placed in these sections during specific times of the year (for example during holidays) in order to attract more
customers. Also, businesses can target their ads to the appropriate markets by placing their message, in the
sections that most closely relate to their target audience.
Regarding tourism promotion through magazines, the main benefit of this type of advertising, is that magazines
have a much longer shelf time than newspapers and they are frequently read for months after they are
published. As a result, the advertisement may have an audience for up to six months after its initial placement.
Furthermore, readers spend more time per sitting with a magazine than a newspaper, increasing the likelihood
of noticing the advertisement that a business has placed.
3) Cinema/ Television
Governments are realizing that actors and landscapes can play the exact same role when promoting a
destination as many important brands use smells or colors for people to associate them with their products
(The Independent, 2011). People could relate movies to the cities or countries where they were filmed, which
could lead to an increase in the number of tourists. Special technological effects, association with famous
actors, and the cinematic penchant for picture-perfect settings enhance audiences' memories of destinations
and experiences.
It is common to find locations that had no meaning prior to hosting a movie shoot and were not visited by
tourists or people in general as a result of that, but they can still become relevant after providing value to the
places affecting a person's memories.
That said, there are a number of accepted methods related to film-induced tourism that are being used to
increase tourist arrivals in a location. Other strategies have joined the more traditional guided film tours and
walks, one of the most effective being collaborative campaigns between DMOs (Destination Management
Organizations) and the film industry: DMOs are beginning to form relationships with film commissions and
provide incentives for them to track productions and film releases so that the organizations can act as soon as
they see the signs of a film. Various DMOs are attempting to entice producers to make films in their respective
countries, as evidenced by the enormous economic impact (Rewtrakunphaiboon, 2009: 6).
4) Applications
25. 6
The development of applications can be a very effective way of providing information to tourists regarding the
destination they are visiting, and more specific about the amenities and the accommodation. In addition, it is
hoped that these applications can act like a helpful manual for travelers and at the same time, as a strategy of
promotion for the tourism industry in each country.
Regarding the characteristics of the app, many categories can be added, for example various tourist
destinations that can be visited by travelers (tourist attractions, places of interest, monuments, archeological
sites), information about accommodation (hotels, hostels, airbnbs) and the amenities (public facilities,
restaurants, souvenir shops, transportation) which are provided. Furthermore, all of these facilities can be
developed with the help of virtual reality, into images that give a real visible effect of each destination.
In order to make the application more user- friendly, features such as search engine, filters and maps can be
also included. The search column functions to search for all the information needed by entering the proper
keywords. Then the filter, can be a very useful tool when travelers are looking for something specific and they
want to minimize the results. Meanwhile, maps serve to change the appearance of destinations,
accommodations and amenities that were originally in the form of a list and display them on maps. In addition,
each feature can be equipped with a description, address and photo in 360 forms.
5) Information Technology
The role of information technology in tourism development strategies is widely acknowledged as the most
strategic tool for increasing the effectiveness and efficiency of tourism destination promotion (Berne et al.,
2012). Technology has become a transformational tool in the structure and operations of the tourism industry,
as well as the roles and functions of tourism stakeholders, in addition to being an instrument in the
fundamental function of information and communication.
The advancement of increasingly sophisticated information technology is now playing a strategic role in
assisting tourism and tourist stakeholders in obtaining actual information about tourist destinations, such as
the facilities, accessibility, and amenities provided (Borràs et al., 2014; Buhalis and Law, 2008; Kiralova and
Pavliceka, 2015; Yoo et al., 2017).
Meanwhile, research related to information technology-based tourism development has also been carried out
by several researchers,regarding the development of a Google Map or GIS-based application that makes it
easier for tourists to find information on the location of tourist attractions (Anamis et al., 2017; Arifin, 2017),
based on augmented reality (AR) and smart tourism which allows tourists to enjoy virtual reality and easy
access to information and based on m-tourism, which makes tourism information accessible only by using a
smartphone.
Sales Promotion (discounts, familiarization trips, brand promotional products)
1) Discounts
Discount is one of the most popular techniques in sales promotion, among special prices, time-limited offers,
and reward points. In many cases, discounts influence the way that customers think and behave while
shopping. The price of a product can often influence how consumers perceive this product and influences their
purchase decision. The most common type of discount is price reduction ("on sale items"). A price discount is
a percentage reduction in the price of an original sale. Discounts can be also used as a mean of promotion.
With the aim of persuading customers to buy their products, many businesses offer various types of discounts
in their advertisements.
26. 7
2) Familiarization Trips
Familiarization Trips, also known as Fam Trips, are educational trips organized by travel businesses such as tour
operators and lodging establishments exclusively for media partners or travel agents and resellers. Fam Trips
are intended to provide participants with sufficient product knowledge to sell to clients or publish for media
coverage. Travel companies host Fam Trips to showcase their company and products to those who resell or
cover them in the media. In either case, the fundamentals of Fam Trips remain the same: businesses want to
create memorable, enjoyable, and personable experiences for those who participate in them, while promoting
their products/ services. (https://www.wetravel.com/academy/fam-trips/).
3) Brand Promotional Products
Promotional products are items that have been customized with a company name, logo, or slogan and are
distributed for free or at a very low cost in order to market or promote a brand. They are frequently used at
trade shows and events, as part of a creative marketing campaign, or as a corporate gift. Companies use
promotional items in order to generate buzz about their business, make more people aware of their products
and services.
The promotional products industry is a powerful one that can help a wide range of businesses and destinations
improve brand recognition and get closer to their target audience. Through these products, both companies
and tourism destinations are able to improve the effectiveness of their marketing campaigns and raise
awareness of their products and services among new customers.
Direct Marketing (tourism exhibitions, contacting tour operators and travel agents)
1) Tourism exhibitions
Exhibition events are brief integrated promotional campaigns that allow for the distribution of various
promotional materials to a large number of potential customers (Neacsu, 2014). According to Menon and
Edward (2013), exhibitions are the second most popular promotional tool used by industrial marketing firms,
trailing only personal selling, direct mail, and print advertising. This is because they have the potential to be
used as an efficient and effective marketing channel for announcing new products, increasing sales, and
interacting with people face to face (Gottlieb, Brown and Ferrier, 2014).
The exhibition industry is a thriving industry around the world, and its rapid growth has had a significant
positive impact on destination development. The primary goal of tourism exhibitions, according to Engblom
(2014), is to inform customers about available products and services within the tourism industry. They help to
pique people's interest in travel and are thus classified as business tourism.
As a strategy to increase visitor numbers and expenditure, many cities and countries are now allocating
significant resources to developing, supporting, and attracting major tourism events.This is due to the fact that
these events are becoming increasingly important tourism motivators, with a significant role in destination
development, marketing, and competitiveness (Mair, 2015).
2) Tour Operators / Travel Agents
A Tour Operator is a person or company who develops holiday ideas, researches these ideas, designs the
holiday itinerary and content, contracts the services required for the holiday, such as accommodation,
27. 8
transportation, guides, tour leaders, or resort reps, and so on, and then markets the resulting package. They
either sell the package directly to the consumer or use the services of a travel agent to do so. A tour operator
sells their own product. And a tour operator is a "principal" in the eyes of the law, which means that they take
responsibility for the package they create and cover that liability with (usually) an ATOL licence and/or some
form of bonding to ensure that the consumer gets their money back if the tour operator fails.
A Travel Agent offers a variety of holiday packages put together by a tour operator to the consumer. They do
not, in theory, put together any of their own packages; instead, they sell a variety of holidays created by tour
operators. They do not act as a Principal; the tour operator whose product they sell is responsible for the
holiday, not the travel agent. As a result, the agent does not have an ATOL licence or any Bonding in place, but
instead relies on the tour operator to cover this.
Both Tour Operators and Travel Agents play a significant role in the tourism industry. They are responsible for
the promotion of each destination, as they offer advice and consult travelers regarding their transportation,
accommodation, car rentals and tours. They also provide information on customs regulations, required
documents (passports, visas, and vaccination certificates), travel advisories, and currency exchange rates for
those traveling internationally. When an itinerary changes in the middle of a trip, travel operators step in to
make alternate booking arrangements on the traveler's behalf. Given the fact that, travel agencies have such
a broad scope, it is critical that their work be taken into account for effective tourism promotion.
Publicity
Publicity refers to media coverage of a product, service, or business. It can include both traditional news
sources such as news shows and newspapers, as well as new media such as podcasts, blogs, and websites. It is
frequently used as part of a marketing campaign. Publicists assist both individuals and businesses in managing
publicity with the goal of increasing public awareness as well as, positive coverage while minimizing or
responding to negative coverage.
Publicity, while similar to public relations, is not the same thing. When a company or a product, is mentioned
in the media or on the internet, this is referred to as publicity (which is another form of media.) It could be the
result of a specific public relations outreach, such as when the local newspaper publishes an article about an
event in which your company is mentioned as a sponsor. It could also be the result of contacting reporters or
influential bloggers with information that will pique their interest and garner attention for a company.
Public Relations
One of the major factors influencing tourism is public relations (PR). It refers to disseminating information
about a company to the general public and providing them with something exciting and newsworthy. As its
definition includes "to promote improved understanding between operators and their public," public
relations is quickly becoming one of the most important aspects of tourism marketing and sales. Increased
industry competition forces operators to raise customer awareness of a new product or facility. Public
relations builds and creates images through print media, word of mouth, and the attitude of the targeted
audience. When done correctly, potential tourists will understand how they will benefit, learn, and grow from
visiting a specific site or event (Krapfl, 1998).
Traditional media relations, content creation, and social media initiatives are all part of public relations.
Public Relations are so important to tourism because they ensure the transmission of messages about the
attraction of a tourist destination and the transportation infrastructure of the accommodation in order to
28. 9
adapt the tourist budget to the needs and changes of the public, while also measuring the pulse of the target
audience and following their expectations.
Why should the tourist choose me but not the competitor?
The tourism sector is a crowded field. A hidden gem doesn't stay hidden for long, thanks to the
influence of social media sites like Instagram and Facebook. Finding a means to stand out as a tour
operator in a tourist destination recognized for a specific activity like diving or snorkeling, or a bucket-
list destination like New York, might be challenging. People frequently make the mistake of believing
that their company needs to change on a significant scale. In actuality, when presented with multiple
tours all delivering the same product, a visitor can be convinced by a minor factor to choose one over
the other.
From small-scale solutions to stripping back to the basics of your business and figuring out what makes
your audience tick, there are a variety of strategies to help you stand apart from your immediate
competition.
For your product to be unique you must add a twist that makes your services different and memorable
and just because it’s difficult to be objective about your own company, looking at your competitors'
ratings can provide new insight into areas where you can improve. The customer experience starts
the moment the potential customer comes into contact with your brand, so as long as the previous
experiences from your customers are posted, the more attractive your business will be.
What is your perceived image held by the tourist/customer?
Enhancing and portraying favorable tourism image perceptions and expectations is crucial in recruiting
visitors. As a result, locations are attempting to assemble a diverse set of high-ranking image perceptions and
holistic impressions as a core appeal strategy in the hopes of stimulating and growing inbound visitation.
A moto can be “invest in quality and save on advertising”, because through tourism promotion the true
meaning of enjoying your pleasant stay can be misunderstood. It is important to remember that an increasing
proportion of the so-called new tourists who organize their own trips thanks to the wide availability of
information and are independent. Through tourism promotion you manage to achieve results that will
enhance your business by finding ways to stand out from rivals, promote your services as being the best
option for tourists, and highlight some of the things that make you different, or superior.
The tourist/customer perceives the tourism promotion as a mean of trying to encourage them to travel at a
destination through the spreading of information. Promotion is one of the most effective marketing mix
elements used in marketing a tourist product.
Is the image favorable?
Developing and sustaining a strong brand image may be more important than you realize. Your
brand's image can have a significant impact on what customers think about your products and how
they interact with your company. A customer's interactions with a company extend far beyond a sale.
This can include other elements such as the service they receive, the visual elements they are exposed
to, and other factors that contribute to an overall experience with which customers can identify and
relate. By improving your brand's image and strengthening customer relationships, you can leave a
lasting impression on your customers while also opening up new opportunities for your company.
29. 10
A favorable brand image can help a company, gain credibility and customer loyalty. Customers will
begin to trust a brand when it is known for delivering on its promises. This can improve customer
retention and frequency of return. Brands can also attract new customers by maintaining a positive
brand image and meeting or exceeding customer expectations on a consistent basis. This is especially
true when launching a new product. It will be easier to introduce a new product to the public if there
is a loyal customer base, and loyal customers will be the first to test the product. Furthermore, loyal
customers will spread the word about their favorite companies and brands, resulting in a marketing
chain that will continue to strengthen the relationship a company has with current and new
customers.
Is it different from competitor’s image?
In order for a company to achieve its sustainability, it is very crucial to provide a unique product, while
promoting a different image to the public. Business differentiation is what gives a brand its advantage;
it's how a company differentiates itself from competitors in a way that piques interest and keeps
customers satisfied. It is critical to understand how a company can differ from its competitors so that
it stands out in a positive way from the crowd.
Consumers have numerous purchasing options in nearly every industry, including tourism industry.
What factors influence their decision to choose one brand over another? This is where product
differentiation enters the picture. Product differentiation is important in three ways:
1) It gives to the brand a competitive advantage. It's natural for customers to compare a product with
other existing products on the market. A company should always be prepared for these comparisons,
by understanding what makes its product or service unique.
2) It aids in the development of brand awareness. All aspects of a brand identity, including the company’s
logo, brand storytelling, company mission, and the unique value of its product, can be used to increase
brand awareness.
3) It helps in the development of relationships with the target audience. When a company develops a
strategy to differentiate its product, it should keep its ideal customer in mind. What features do they
require and desire? How much are they willing to pay? What factors influence their purchasing
decisions? By knowing its target market, every business can shape how it desires to differentiate in the
market, from the competition.
How can the image be affected?
It can take a long time and a lot of effort to build a brand image that people like and trust, but all of that work
can be completely undone in an instant. Certain situations that businesses must deal with, can severely harm
the brand's image if not handled properly. Below you can find some factors that could influence the image of
a business:
• The company culture: Companies' internal cultures should no longer be viewed as a separate universe.
Companies with a negative internal climate frequently make headlines. A company's culture is reflected
in its internal structure, particularly at the human level. It encapsulates all of a company's beliefs,
values, working methods, and attitudes. These factors then have an impact on the behavior and
knowledge of its employees and as a consequence to the whole company.
• Poor customer service and communication: The quality of customer service is one of the most
important factors influencing the brand image of a company. A single interaction can influence a
customer's perception about a product, while creating a positive opinion about it. Satisfied customers
30. 11
are most likely to return to a company, and even recommend the products they used to their close
ones.
• Reputation on online review platforms: Monitoring the online review platforms on a regular basis is an
effective way to prevent the spread of negative brand image and reputation. This strategy enables
companies to identify the needs of your target clientele while also responding to negative reviews in
order to address some customer dissatisfaction.
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