TABLE OF CONTENTS One of the early tasks undertaken by tourism marketers was to analyze their city so as to understand the features and benefits it can offer to tourists. They then examined tourist behavior and selected a segment of potential tourists to target. Finally they decided on a marketing message and branding that would motivate the targeted market segment of potential tourists to visit. The final step in the process of developing a marketing strategy is to plan the promotion of the message and brand.
Many people only think of advertising when considering how to promote a product. However, advertising is only one of the five promotional methods that can be used to communicate a message. The tourism marketer can also use public relations, sales incentives, personal selling, and direct marketing. Each of the five methods has a specific role to play in motivating consumers to purchase. Each has advantages and disadvantages of which the tourism marketer needs to be aware.
While all five promotional tools can be used to communicate the marketing message, each has a distinct function in motivating consumers to purchase. Advertising, either print or broadcast, is defined as paid, one-way mass communication using print and broadcast media in which the company or organization is identified as the sponsor of the message. Public relations differs in that it uses the media and events to indirectly communicate information to increase awareness of the company's product or to change any negative attitudes held by the public.
