Handout 7 Flashcards
For tour operators, it means introducing the brand to reach more prospects, create more opportunities, and sell and generate more revenues.
Marketing
are places that attract visitors for a temporary stay. These range from continents, countries, states, and provinces down to cities, villages, and purposely built resort areas
Destinations
Once marketing promotes a destination (town, city, region, or country) to increase its number of visitors, it becomes one of the types of marketing
destination marketing
a business document outlining one’s marketing strategy and tactics
marketing plan
should answer the question, “What are you trying to achieve?”
Objective
should answer the question, “How are you going to achieve it/these?”
Strategy
should answer the question, “What are the things you need to do to achieve it/these?”
Tactic
guides travel agencies or tour operators to come up with the image that they would like to be remembered by their market.
Building an identity
conveys a travel agency or tour operator’s “distinct image” or something that sets them apart from the others. This is also where the company name, logo, colors/theme, and slogan are best illustrated.
corporate identity
entails what the tour operator or travel agency sells. This aims to establish an image and perception in the market place.
brand identity
aimsto connect the tour package to the clients or consumers.
Communicating the selling proposition
plays a predominant role in the totality of the marketing process.
Communication
necessary to convey measurements of the message’s quality, fidelity, and effectiveness back to the sender in order for it to make necessary adjustments if need be.
Feedback
the modern and easiest form of marketing.
Social media marketing
is done when people recommend or share stories about an experience theygot from a tour package.
Word of mouth
can be from online reviews and ratings that people have given on a particular tour package. This can either be done in the form of an online survey or an online rating directly on a company’s (travel agency or tour operator) website.
User-generated content
the power of recommendation from clients or consumers.
Advocacy
aims to get clients that fit the tour package of travel agencies or tour operators. It also cultivates loyalty and generates repeat bookings.
Relational marketing
the fundamental aspect of marketing that consists of seven (7) Ps
Marketing mix
the sum of both tangible and intangible components of a tour package that a client
or consumer is willing to purchase
Product
the expression of value consideration placed by travel agencies or tour operators on their products and services, hoping that clients or consumers would agree and thus pay to experience that product or service.
Price
the channel of distribution of the marketing tools and materials.
Place
a process designed to inform potential visitors or clients about the tourism product offered, sharing with them its most attractive and innovative attributes.
Promotion
play a vital role in effective marketing because they represent the actual service of marketing and are also a critical factor in service business
People
the material part of the services that clients get from a tour package or travel products care of the service suppliers.
Physical evidence
refers to the actual procedures, mechanisms, and flow of activities wherein the service is delivered.
Process
refer to the different distribution and promotion channel opportunities in promoting a tour package.
Main distribution and promotion channels
aim to end up being recommended by the clients of such travel agencies to their network (friends, family, colleagues, and other people who are connected to them).
Sales through travel agencies
include fairs and exhibitions at different levels, which can be an alternative form of presentation and sale of products to intermediaries and the public.
Trade and tourism exchanges
are important media for unifying the members’ offerings that aim to create a corporate image and promote public relations to expand their presence in the domestic market with hopes of entering into agreements and more distribution channels.
Professional associations
pieces of information that tour operators use to tailor-fit their tour packages with their existing and potential clients.
Notes and press releases
refers to anything that is communicated online. It is considered the easiest, fastest, and most effective way of relaying information, especially when promoting a tour package.
Internet
can be a highly cost-effective sales and marketing tool, combining all the best characteristics of advertising, promotions, direct mail, and selling, either through tour operators and travel agencies or, in the case of public shows, directly to consumers.
Trade fairs and exhibitions
This refers to the stand’s or booth’s rental, design and construction, furniture, pieces of equipment, and accessories.
Location of stand or booth
This refers to how the materials of stands or booths will be available and delivered to the event.
Transport of materials
This refers to the total cost of manpower, including their labor, transportation, accommodation, and meals of people in charge of the stand or booth.
Personnel cost
This refers to the total cost of promoting the stands or booths on the event, such as telephone and mail promotions, promotional videos, souvenir and giveaways (optional), and brochures and catalogs printing.
Promotional cost
enable potential customers to view and compare different product offerings, including the price and key features that may provide an inspiration for consideration of new destinations and resorts.
Brochures
should be supported by any brand imagery that a travel agency or tour operator uses.
Front cover
usually includes information about the travel agency or tour operator, the uniqueness of
their tour products and the destinations they serve, and any specific information that is pertinent to all the products promoted in the brochure.
Introduction
usually include commentary on each of the holidays, such as duration, location, accommodation, meals (if any), activities, and facilities included or available (may be offered for an extra fee), a clear indication of price, and any supplements that may be charged
Destination pages
may include regional departures, hotel grading information, upgrade opportunities or surcharges for additional occupants (or single occupancy), health requirements, specific information about meals (if part of the inclusions), and other information that may enable customers to make an educated choice
Information specific to the brochure
where full conditions of booking, including cancellation charges and conditions, transferring the booking, pricing errors, minimum number of pax, and complaint procedures, are given.
Terms and conditions page
often includes promotional pictures of other brochures, web address, and social media
details.
Back cover
a handbill (a small printed advertisement) used for advertising an event, a tour package, or service.
flyer
a printed canvass material of varying sizes that features a destination, product, or service.
tarpaulin
an oversized cardboard printer material of at least 24” x 48” that also features a destination, product, or service
poster
