Concept of Tourism advertising
Awareness creation has a far reaching impact on the formulation of marketing mix.The promotional strategies are found very significant with the context of convenient to induce the customer and expansion of the market.When it is designed scientifically ,the promotional strategies simplify the task of informing, motivating and influencing the buying decision of the potential tourist.The innovative practices in tourism product are are considered to be significant unless one makes vigorous efforts to design the promotion mix.In tourism industry promotion mix play a vital role as tourism product have silent features because it is a service industry and service more than just the service.It is a full package of facilities, location and sales promotion. Promotional activities such as advertising, sales promotion and public relation are related to all activities of sales operation , packaging and merchandising involving a special display of the product , supported by attractive posters, banners, display cards etc.The main problem here is to determining the promotional tools. In many cases the tourist organization choose to employ only one of these element in the mix while other uses a combination of promotional mix.
Word of mouth information
Communication about the tourism product actually take place by word of mouth information. In service industry it is found more effective and sensitive tool of promotion. When our own friend relatives recommend us about a tourist place it impact more on our mind and it is very natural that the potential tourist will visit that place so it is considered as most significant in promotional tools.This can be also called as hidden sales force costing nothing to the industry but found highly effective of all the modes of promotion.The growing sensitivity of the hidden salesforce shows that in tourism industry ,efforts should be based on satisfaction of the actual tourist.Thus the marketers of tourism industry need to assign due weightage to influence those who in turn can inference other to buy the tourism product and services.This hidden sales force help the tourism industry in optimizing the promotional expenses and balancing the promotional budget.The main aspect to be considered here is tourist satisfaction other than any other thing , this promotional tool only works when a tourist satisfied from the tourism product and services given to them than only they can recommend others to buy the same.
Personal selling
Nothing is going to really work until anyone sells it and nothing is sold until the buyers are motivated.Personal selling is presentation of a tangible product or intangible services.The product , price and market are considered to be a required form of personal selling.The oral representation holds the power of transforming the motivation into persuassion.The hotel business also depends to a considerable extent on the personal selling , which brings hike in the industry. The travel and tourism industry has been influenced by well educated and trained salesforce and the services rendered by the travel agent ans the travel guides.Thus personal selling is highly distinctive from of promotion which involve social behavior. The product prices and market in particular determine the form of personal selling required. for example at the time of holidays personal selling take personal selling takes place at the sales office. In tourism industry the person who attends the need of tourist from their ingredient such as sales person are found responsible for dealing with tourist behind the counter. The resort representative cater to the need of the tourist when they reach to the destination or other staff whom tourist come into contact in future such as hotel , waitress , hotel cleaners and other staffs. The customer is always right applies specifically in tourism industry.
Sales sequence
The sales sequence has two main goals first is to sell the product of the company and second is to match these product to clients expectations.The fact cannot be denied that principles of the art of selling apply equally in all situations where client and sales staff are found face to face.Advantage of sales sequence, it is pertinent that sales person move through five main stages i.e. rapport with the clients, investigating needs of the client , presenting the product to the client , handling objections and getting the clients actions to commit themselves.
steps of sale sequence
i)Rapport- This is the first step of sales sequence.This step is regarding the matching the needs of client with the respective tourism product the initial task for sale person is to keep to client engage in conversation so that they can succeed in gaining the trust of the client and at the same time know the need and expectations of clients. a good sales person must be capable of judging frame of mind of the client from the facial expression of the client.
ii)Investigating- This step is better to put open ended questions to the client rather than questions expecting yes or no answers such as which place they would like to travel? how much do they expect to pay? how do they want to travel?Needs cannot be assumed so in this step a sales person should be clear about the need and requirement of the client.
iii)Presentation- The word presentation in the tourism means presenting the right product to meet the clients needs and in a way which can convinces the client the product match to their needs. The key to success in this step is not only to mention the features to a tourism product but also the benefits related with that product.
iv)Handling objections- This is the most important step handing objections there is no doubt that objections may arrive with the price or the inadequacy of alternatives.This step helps in identified additional need of the client. If a product is found to be more expensive the assurance of the quality of service need to be given here.
v)Commitments- This is the final step of sale sequence which is about getting client to take actions. the number of outcomes found in this step such as the client may buy the product , or they may agree to sale person calling them or they may leave the shop without any further actions.Despite all the client should not be forced into ac action they may result into permanent refusal.
Advertising
This is the communication link between the seller and the buyer.It is a part of total marketing mix influence the sale of the product. This tool is mainly concern with the communication. It is defined as the paid form of non personal presentation of the the product or services.The term advertising have mainly the three aims first, to sells potential customers of existence of the product and the benefits expected to accrue from its possession, second is to remind the customers of continued existence and third is to regain loss customers who may have switched to the other suppliers.In tourism adverting generally follows the AIDA principle of attracting attention, Creating awareness by an invitation to receive information specially prepared to transform, forecasting desires.
Publicity
The important component of promotion mix in tourism industry which plays a vital role in promoting the tourism industry.The publicity programme include regular publicity , stories and photographs to the newspaper , travel editor , contact with magazine on stories , ideas and the framing of story outlines and pictures etc.In respect of tourism publicity , the motive forces are found sensitive as it is based on experience,instant,routine and technique.A tourism publicity programme may be conceived in the creation of the concept of satisfaction, market research as well as publicity effectiveness.And the effectiveness of publicity is highly dependent on effective publicity techniques.
Public Relations
The public relations is also component of marketing mix which help in projecting the image of the organisations. It covers a wide range of activities.It is the art and science of planning and implementing honest way of communication and understanding between tourism organization and the tourist.The main function of this promotional mix is to inform public about the activities of the organization.This helps to create best possible goodwill.In tourism industry it is essential that both actual and potential tourist made available the complete and up to date information.In public relations activities range from a press release to newspaper and travel magazine specially to create interest among tourist for tourism product and services.
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