CRT LEARNING MODULE

Course Code THM07

Course Title Tourism and Hospitality Marketing
Units 3
Module Title Tourism Promotion II

College for Research & Technology of Cabanatuan

Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 1
Jennifer J. Miranda CRT
HOW TO USE THIS DIGITIZED LEARNING MODULE
Welcome to the module in Tourism Promotion II. This module contains
training materials and activities for you to complete this module. This module covers
what a tourism product is and its component, the stages of the product life cycle and
the destination life cycle and also the product development process.

You are required to go through a series of learning activities in order to complete

each learning outcome of the module. Each of the learning outcomes is provided with
Modules. Follow these activities on your own and answer the self-check at the end of
each learning outcome. You may remove a blank answer sheet at the end of each
module (or get the answer sheets from the online facilitator) to write the answers for
each self-check. If you have questions, don’t hesitate to ask your facilitator for
assistance.

This module was prepared to help you gain fundamentals and basic knowledge
about Tourism and Hospitality Marketing. This will be the source of Information for you
to acquire knowledge and skill in this particular trade independently and at your own
pace, with minimum supervision of help from your instructor.

 Talk to your online facilitator and agree on how you will both organize the
Training of this unit. Read each through the module carefully. It is divided into
sections, which cover all the skills and knowledge you need to successfully
complete this module.
 Work through all the information and complete the activities in each section.
Read Modules and complete self-check. Suggested references are included to
supplement the materials provided in this module.
 Most probably your facilitator will be your supervisor or manager. Your online
facilitator will support and correct you.
 Your online facilitator will tell you about the important things you need consider
when you are completing activities and it is important that you listen and take
notes.
 You will be given plenty of opportunity to ask questions and practice on the job.
Make sure you practice new skills during regular work shifts. This way you will
improve both your speed and memory and also your confidence.
 Talk to more experienced workmates and ask for their guidance.
 Kindly the self-check questions at the LMS (EDMODO) to test your own progress.
 When you are ready, ask your online facilitator to watch you online via Zoom or
Google Meet to perform the activities outlined in this module.
 Ask your online facilitator work through the activities: ask for written feedback
on your progress. Your online facilitator keeps feedback/pre-assessment reports
for this reason. When you have successfully completed each element, ask the
facilitator to mark on the reports that you are ready for assessment.
Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 2
Jennifer J. Miranda CRT
 When you have completed this module, and feel confident that you have
sufficient practice, your online facilitator will arrange an appointment with
registered assessor’s to assess you. The results of your assessment will be
recorded in your competency Achievement Record.

MODULE CONTENT
Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 3
Jennifer J. Miranda CRT
MODULE TITLE: Tourism Promotion II

NUMBER OF HOURS: 3 hours (1 week)

LEARNING OUTCOMES:
At the end of the module, you MUST be able to:

1. Describe public relations and the major PR activities.

2. Define sales promotions and the factors that led to its growth.
3. Explain the PR and sales promotions process.

Contents:

1. Public Relations
2. Crisis Management And Crisis Communications
3. Sales Promotions

Conditions:

The students must be provided with the following:

1. Hard copy or soft copy of the course syllabus
2. MS Word
3. Pen
4. Paper

Assessment Method:

1. Submission of Research paper.

2. Written examination.
3. Quizzes using Google forms.

MODULE 8
Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 4
Jennifer J. Miranda CRT
 Tourism Promotions II
Learning Objective: After reading this MODULE, you should be able to:

1. Describe public relations and the major PR activities.

2. Define sales promotions and the factors that led to its growth.
3. Explain the PR and sales promotions process.

INTRODUCTION
Public relations and sales promotions are two promotional tools that
have risen to great importance in recent years. With fragmentation of
traditional media such as radio, television, and print, public relations and
sales promotions have gained prominence. Let us discuss the features of
these two promotional tools.

PUBLIC RELATIONS
Public Relations (PR) is the process of creating a positive image and
customer preference through third party endorsement. This can be done
using various activities all aimed to generate a positive image through what
others say about one's establishment.

PR banks on the idea that if a credible person-not related to your

business-says something good about your product or service, then
consumers may be more certain that it is really good. Communicating to
the company's public includes both its internal and external audience. The
internal audience includes employees and investors. Employees should
maintain a positive outlook for the company that they work for. They
should be the primary believers of the benefits of the company's products
and must show excitement toward it as well as the company they
represent. Keeping good PR with investors will help maintain a positive
effect for the business. The external market, on the other hand, includes
guests, potential guests, media, local community, and the government.
Maintaining good PR with this audience will definitely help improve the
brand's image and future business dealings.

Major Public Relations Activities

Major PR activities that the establishment can plane include the following:
Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 5
Jennifer J. Miranda CRT
 1. Press/Media Relations. Mass media channels help generate
publicity and awareness for huge audiences If managed well, news
about the product or service can be made available to the mass
market with very minimal expense. Since it is a third party
endorsement, business establishments do not have control of what
comes out in the form of press release and media coverage.

2. Product Publicity. This involves efforts to introduce or publicize

new p special events, new developments within the business through
product endorsements or mentions in various channels.

3. Corporate Communications. This covers internal and external

communications that promote understanding of the organization
using tools such as newsletter bulletins, and email blasts. Corporate
communications address various audiences such as employees,
stockholders and clients Newsletters for the internal marker may
include information such as new products, employee awards, and
new compensation benefits Newsletters for the external market will
be differently prepared to include new promotional deals, product
features, and upcoming events.

4. Lobbying. PR also includes building good relations with the public

sector namely local government units where your business operates
and legislators who may pass bills that will have an impact-whether
positive or negative on one's business.

5. Counseling. Employees involved in PR play the role of adviser with

regard to public issues that may have an effect on the company's
position and image. In times of crises, the PR manager serves as the
official spokesperson of the company.

Contributions of Public Relations to Marketing

Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 6
Jennifer J. Miranda CRT
The contributions of public relations cannot be downplayed. They can help
marketing in the following ways:

1. Assist in the launch of new product,

2. Assist in repositioning a mature product,

3. Build up interest in a product category.

4. Influence specific target groups, and

5. Defend products that have encountered problems

Public Relations Process

In planning a PR Strategy, the following steps are recommended.

1. Understanding the firm's mission, culture, and target market. A

thorough understanding of the firm's mission and culture will help one
come up with an effective PR plan. This can be achieved through research.

2. Setting of objectives. Marketing objectives need to be established

prior to the creation of a PR plan. These objectives can either be to build
awareness for the new product, build credibility for the brand, stimulate
the sales force, and channel intermediaries or lower promotion costs.

3. Defining the target market. Identify a specific target market and get
to know the behavior of this specific segment of the market. Understand
how this market communicates and what major factors can influence its
purchase behavior.

4. Designing the PR message. Create a strategy by which your PR be

designed and what communication channels would be effective to achieve
your campaign will objectives and attract your target market.

5. Implementing the PR plan. This means putting the plan into action.
Constant monitoring and review will assist you in properly implementing
the PR plan. 5.

6. Evaluating PR results. Evaluating the results of the PR campaign can

come in the form of:

A. exposures of the brand;

B. awareness, comprehension/attitude change within the target market; or
Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 7
Jennifer J. Miranda CRT
C. sales and profit contribution.

Public Relations Tools and Audiences

Public relations can be used to address various audiences such as
employees, guests, community groups, other stakeholders, and special
audiences. A variety of public relations tools can be effective in addressing
specific audiences.

Important Points to Remember

1. Effective public relations begin with top management. The PR
head man ages how the product or service will be regarded by the
public but it is the top management who leads in creating good
public relations. The owner or the general manager should be at the
forefront of communicating positive information to various audiences.
The employees take their cue from how the leader creates a positive
impression. That is at the core of Donald Trump's success. In one of
his books, he mentions that agreeing to be part of the television
show "The Apprentice has helped him create a positive image of his
many businesses.

2. No amount of PR can overcome a flawed product. Public

relations can create a positive image of any product but no amount
of PR can overcome a bad prod uct. There is still no substitute for
coming up with a good product. There is no shortcut to success.

Public Relations Opportunities

PR opportunities can be created based on a strategic plan of action. Based

on the company's resources and objectives, the PR messages and activities
may be built around any of the following:

1. The Owner/Operator. If the owner or operator has potential "star"

appeal, or has already built a positive reputation, building PR messages
around him may be the best option. Celebrities who come up with their
own businesses become instant celebrity endorsers. At other times, owners
tend to be more visible in public and are the best spokespersons for their
own products. The Belo Medical Group stays in the public eye because of
the popularity of its owner, Dr. Vicki Belo, and all the controversies that
surround her help create recall for her cosmetic clinics, especially to the
balikbayan market.

Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 8
Jennifer J. Miranda CRT
2. The Location. One's location can also be used to position a product
positively. A well-received business location can help bring awareness to
one's product or service. A unique location can become a pull factor to
ensure that potential customers will take notice of your brand. A good
location can also increase positive feelings about your brand. A good
product-location fit ensures good mileage for your product. The
3.Product/Service. The product or service itself can be an opportunity to
create good public relations. It can be used as the trademark of a business.
A good product creates positive word of mouth and that in itself is the
beginning of good public relations.

Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 9
Jennifer J. Miranda CRT
 CRISIS MANAGEMENT AND CRISIS
COMMUNICATION
Ultimate PR Test: How to Manage Crisis

Due to the 24/7 nature of the tourism industry, some things are
bound to go wrong Whether these things are entirely the fault of the
company or are beyond its control, management still has to address the
concerns of its publics. When a crisis happens, this is when one's
relationship with the press will be put to a test. How the press covers the
crisis will be subject to how well you have cultivated your relationship with
the press.

The hospitality and tourism industry is not exempt from crisis

outbreaks, whether it is an irate customer threatening to sue the
establishment, poisoning from food eaten in a restaurant, or safety and
security threats such as a hostage-taking, Natural disasters such as
earthquakes and floods are also considered a crisis. Bad publicity from
social media can be disastrous to one's public image. Good communication
with the press can definitely help reduce the ill effects of a crisis by
communicating how the crisis occurred and how the company is managing
the situation. Keeping the press updated and well-informed on the steps
being taken by the establishment to address the situation will help contain
the negative effects of the crisis.

SALES PROMOTIONS

Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 10
Jennifer J. Miranda CRT
 Sales promotions is a direct inducement that offers an extra value or
incentive for the product to the sales force, distributors, or the ultimate
consumer, with the primary objective of creating an immediate sale (Belch
& Belch 2007). It consists of short-term incentives to encourage the
purchase or sale of a product or service (Kotler et al. 2010). It involves a
variety of techniques that serves to accelerate purchase of products or
services.

The growth of sales promotions was mainly due to the changes in the
marketing environment Belch and Belch (2007) identified the following
factors:

1. Growing power of retailers

2. Declining brand loyalty

3. Increased promotional sensitivity

4. Brand proliferation

5. Fragmentation of the consumer market

6. Short term focus of the consumer market

7. Increased accountability

8. Competition

9. Clutter

Sales promotions can be targeted to different levels of the sales process:

(1) consumer, 2) trade intermediaries, and (3) sales force. Consumer-
oriented promotional tools include samples, coupons, packages, rebates,
price offs, premiums, contests, refunds, bonus packs, and demonstrations
Trade promotions include allowances, free goods, cooperative advertising
contests and dealer incentives, point of purchase displays, training
programs, and push money Sales promotions directed to sales force
include bonuses, contests, and incentives.

Kotlet et al. (2010) spell out some factors to consider in setting up a sales
promotional plan:

1. Objectives of the campaign

Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 11
Jennifer J. Miranda CRT
2. Type of market to be tapped

3. Competition

4. Cost and effectiveness of each tool

Sales Promotional Tools

1. Samples are offers of a trial amount of a product Some samples are
free, others charge a small amount to offset its cost while inducing
product mal. Sampling can also be made to influential decision
makers such as company executives and sales people in the belief
that trial will improve product knowledge, which will eventually lead
to a sale.

2. Coupons are certificates that offer buyers savings when they

purchase specific products. It is used to stimulate sales of a mature
product as well as promotional of a new product. This tool should be
used carefully to avoid a price or coupon war which detracts
consumers from the intrinsic value of the product or service. Too
much price discounting may give the impression that margins are
unreasonably high to begin with and make consumers hesitate to buy
at the original selling price in the future.

3. Packages involve putting together a set of complementing products

to come up with one bundle at a special price. If the products are
sold separately, the total cost will be more expensive. This helps in
increasing per capita revenue and selling products that may
otherwise be unsold.

4. Premiums are goods offered either for free or at a low cost to

provide incentive for consumers to buy a product. Some
establishments create novelty items that can be brought home as a
symbol of the product bought, such as a mug that goes free with
coffee.

5. Patronage rewards are bonuses in the form of cash or items of

value that can be redeemed for regular purchases made. These kinds
of programs create more frequency of purchase, positive word of
mouth, and possibly larger purchases Starbucks year end planner
promotion is a classic example of patronage rewards. The 2014
planner, for instance, can be claimed after collecting 18 stickers from
purchasing nine regular handcrafted beverages and nine special
Christmas blends within a specified period.
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Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 12
Jennifer J. Miranda CRT
6. Point of purchase promotion includes displays and promotions
that take place at the point of sale. Some hotels display brochures of
their other branches at the lobby or front desk. Some souvenir items
are positioned near the cashier for easy, random, and impulse
purchases.

7. Contests and games give consumers a chance to win something

such as a trip or cash upon purchase of products and services. Raffle
entries are given to consumers based on total amount of
consumption which is then raffled off for a prize such as an overnight
stay in a hotel, a resort, etc.

Sales Promotions Process

Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 13
Jennifer J. Miranda CRT
 The sales promotion program is part of the bigger promotional plan
(which in tum part of the bigger marketing plan). The following is the sales
promotion process.

1. Deciding whether a sales promotion is necessary.

2. Setting of objectives for the sales promotions.

3. Selecting which promotional tools to use

4. Developing the sales promotion program, considering the

following

a. Size of the program based on the type of incentive. The size of

the program is determined by the type of incentive to be offered and
the magnitude by which the program will be implemented.

b. Target market of the program. Determining the target market of

the sales promotion covers the decision to offer the program to
anyone or to a select market that has remained untapped for the
business.

c. Distribution method to be used. The marketer then decides on

what distribution method to use. Will the coupons or flyers be mailed,
handed out to passersby or should an advertisement be used? There
are cost implications per distribution method.

d. Duration of the program. Deciding on how long the program will

run is a crucial element of sales promotion. Its primary objective is to
induce immediate sales; hence, if the period is too short, prospects
may not have enough time to decide to purchase. If the period is too
long, the deal may lose some of its "immediate" effect.

5. Implementing the program. A careful implementation and

monitoring of the plan will determine the success or failure of the plan
Make sure that everyone in the team is ready to implement and maximize
the added promotional push.

6. Evaluating the program. Since the sales promotion runs for a specific
period of time, evaluating its impact based on added volume of sales would
be easy. The use of coupons, cards, and other notices of the sales
promotion can help determine response rate.

REFERENCE:

Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 14
Jennifer J. Miranda CRT
TOURISM MARKETING BOOK
(2015 EDITION)
(MARICEL GATHALIAN-BADILLA)

Date Developed:
Document No. 001-2020
Tourism And Hospitality February 7, 2021
Marketing Module 8 : Date Revised: Issued by:
Tourism Promotion II Developed by: Page 15
Jennifer J. Miranda CRT