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Chapter 10

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12 views15 pages

Chapter 10

Slides

Uploaded by

AWENABAH THOMAS
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Chapter 10

Tourism Promotional Mix


An IMC Approach

© Dr. Kobby Mensah


Department of Marketing and Customer
Management
Introduction to Integrated Marketing
Communication(IMC)
• Significance of communication in our day today
lives:
• Communication is at the heart of human existence
• Through communication human relations exist and
develop
• Communication includes expression of face,
attitude, gesture, voice tone, words etc
• It enabled us to advance far beyond the level of
our primitive forebears.
The Communication Process
Fields of experience

Noise
Channel of
message
Source Encode Decode Receiver
Communication
Noise

Feedback Response
The Communication Process

The elements of communication process are


• Input
• Sender
• Channel
• Noise
• Receiver
• Output
• Fields of Response
Types of Attention

Attention means to focus on and consider a


message to which one has been exposed
• Involuntary Attention: It requires little or no effort
from receiver. For e.g. Loud music
• Non-voluntary Attention: Receiver is attracted to
stimulus and continues to pay interest.
• Voluntary Attention: When a person willfully
notices an advertisement.
Tourism Marketing Communication
Definition:
• Marketing of tourism is applying the appropriate
marketing concept and planning a strategy to
attract a visitor to a destination.
Significance:
• Method to reach potential visitors
• Generates repeat business
• Communication of benefits
Tourism Marketing Communication
Relevance:
Marketing brings the five major sectors of tourism
industry together
• Market demand in the area of origin
• Product supply at the destination
• Transportation or physical access to destination
• Distribution organisations
• Travel organisers
Tourism Marketing Communication
Applications

TMC is applied at these levels


• Product
• Price
• Place
• Promotion
Communication Objectives
Marketing communication adds persuasive value to a
product or a service for customers.
Long Term Objectives:
• Create Interest
• Reinforce the brand
Short Term Objectives
• Build Awareness
• Provide information
• Stimulate demand
Stages in Designing Communication
Strategies
• Identification of target audience:
• Determining Communication Objectives
• Designing the message
• Selecting Communication Channels
• Establishing Promotional Budget
• Deciding on the promotional mix
• Measuring Promotional Results
Models
Stages AIDA Model Hierarchy of Innovation Communication
effects Model Adoption model model

Cognitive Awareness Exposure


Stage
Attention Awareness Reception
Knowledge
Cognitive response

Affective Interest Liking Interest


Stage
Preference Attitude

Desire Conviction Evaluation


Intention
Behaviour
Stage Trial
Action Purchase Behaviour
Adoption

Communication Objectives
Tools of Communication
• Advertising
• Direct Marketing
• Personal Selling
• Public Relations
• Sales Promotion
• Trade shows
• Internet
• Sponsorship
• Point of Purchase
• Word of Mouth
Integrating Different Channels of
Communication with Needs of Customers
Developing an IMC Mix for Different
Types of Tourism
A tourism firm can use one of the following strategies
• Undifferentiated Marketing Strategy
• Differentiated Marketing Strategy
• Concentrated Marketing Strategy
Factors to be considered while choosing a strategy
Resources
• Homogeneity of the tourist packages
• Homogeneity of the market
• Strategies of Competitors
Factors Determining the Attractiveness
of a Destination
• Availability of region
• Nature and climate
• Attitude of local population
• Infrastructure of region
• Standard of prices
• Level of retail shopping
• Sporting and recreational possibilities
• Cultural and social descriptions

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