II.

Unit two: Tourism organizations, promotion and

marketing
After the completion of the unit, learners will be able to:
1. Understand tourism organizations and their role in tourism.
2. Know about various types and the importance of tourism organizations.
3. Understand the concept of marketing in tourism and its different terms.
4. Identify the importance of E-marketing in tourism industry.

Tourism organizations: are the tourism agencies responsible for the promotion of sustainable
and accountable tourism.
➢ A commercial or non commercial establishment, such as a company, bureau or agency
that organizes and conducts tourist trips.
➢ An association, union or other organized group that promotes both domestic and
international tourism.
➢ A governmental institution that determines state policy on tourism.
➢ A multinational association for the purpose of facilitating tourist traffic.
➢ Different types of organizations that provide tourist services known as; tour operators
which offer complete services and tourist facilities. For example: hotels, restaurants and
means of transportation.

Importance of tourism organizations:

• Create employment
• Make tourism simple and efficient
• Encourage global tourism and create international relations
• Increase productivity
• Improve tourism techniques and activities

II. 1. Types of tourism organizations

There are many organizations that exist for regulating, promoting and developing tourism
industry. The tourism organizations consist of international, national, regional and local
organizations that help and manage tourism industry.
➢ International Tourism Organizations: the most important tourism organization is the
United Nations World Tourism Organization (UNWTO). This is a specialized agency of
the tourism development. It also serves as a global form for tourism policy issues and
plays a central role in promoting, developing and universally accessible tourism. It plays
a particular attention to the needs of developing countries.
• The world travel and tourism council (WTTC): the world leading private
sectors international tourism organization, including airlines, tour operators,
online distribution, hotels etc.
• International Air Traffic Association (IATA): it helps global planning
international timetables.

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 ➢ National Tourism Organizations (NTO): they are responsible for development of the
tourism industry in a particular country. For example the national tourism organizations
in the Philippine :
• Philippine Travel Agencies Association( PTAA)
• The Hotel and Restaurant Association of the Philippine (HRAP) and several
organizations that work to promote tourism in the Philippine area.

➢ Regional tourism organizations (RTO): they are independent and not for profit
organizations working to enhance each region’s tourism, attract more visitors, generate
more economic activity and create more jobs opportunities.
• Pacific Asian Travel Association (PATA): it is responsible of the growth of
tourism in the Pacific Ocean region.
• Association of Southeast Asian Nations (ASEAN): it works to enhance
economic activities and maintain regional stability.
• Asian Pacific Economic Corporation (APEC): it is responsible of tourism
development in Asian pacific region.
➢ In addition to international, national and regional tourism organizations there are local
tourism organizations which are also established to maintain and promote the tourism
industry in local areas.
➢

II. 2. Marketing terms in tourism

Marketing is a process through which individuals and groups provide exchange and obtain
products, ideas, goods and services capable of satisfying their needs and desires at a desirable
price and place.

Tourism product consists of:

An attraction: They consist of the natural and cultural resources, places and events that, by their
characteristics or location in a context, attract the visitor’s interest and motivate his/her action.
Facilities and services: Tourist facilities refer to the infrastructure, equipment and services that
make the tourism activity possible: the tourist enjoys the attractions and does so in a safe
environment.

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Accessibility: This facilitates visitors to access to the tourist destinations, including
infrastructure, transport and communication services.

✓ Only those destinations that have a clear market position and appealing attractions will
remain at the top of consumer minds.
✓ The five Ps (product, price, place, promotion and people) are the elements of the
marketing in tourism.
✓ A successful tourism product must meet three basic factors simultaneously: tourist
attractions; facilities and services offered; and physical accessibility to them.
✓ Promotion is the process (the set of means and actions) designed to inform visitors about
the tourism product offered, sharing with them its most attractive and innovative
qualities.
✓ Development of an advertising campaign should be well planned, implemented and
evaluated.
✓ People are drivers for effective marketing.
II.3. E-Marketing: or online marketing can be defined as the application of marketing
techniques through the internet. It is used by companies to enhance sale. It is considered as an
indispensible tool in tourism promotion.
E-marketing includes different means namely websites, email marketing and social media
programs which enable communication with customers and to promote their products.

➢ Importance of e-marketing in tourism:

• Makes communication with customers easier.
• Saves time and money.
• Enables information and exchange of ideas.
• Attracts and encourages tourist (national and international)
• Improves customers’ satisfaction.
• Promotes the development of tourism industry.

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 Practical part

1- Gap filling: fill in the gap with the appropriate word from the list.

Institution, domestic, tourism, organizes, noncommercial

Tourism Organization:
(1) A commercial or ………………. establishment, such as a company, bureau, or agency
that……………….. and conducts tourist trips.
(2) An association, union, or other organized group that promotes both ……………… and in
ternational …………………….
(3) A governmental ……………. that determines state policy on tourism.

2- Reading an advertisement

Find words and phrases from the advertisement which mean the same as:
1. A LOROSA’E
TIMOR single ticket AIRLINE
1- A single ticket: ……………………………
2- A ticket to go and come back: ……………………
Low cost flights to Asia from Dili. 3- Less expensive fares: ………………………
4- Extra luggage: …………………………..
Book in advance for even lower fares. 5- Young people pay less: …………………..
Discount for people under 25 years old. 6- You cannot change your ticket: …………….............
7- Reserve: …………………
8- A good price if you buy your ticket early: ………………….
BALI from $70 (one way)
DARWIN from $150 * (return)

Book now by calling 73338459

Prices do not include airport taxes.
Maximum baggage allowance 25 kg.
Excess baggage charge $25 per kilo.
Tickets are non-refundable and non
transferable.

* Special conditions apply.

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2- Crossword: Capital cities

1 2

3 4 5

6 7 8 9

10 11

12 13

14 15 16 17

18

19

20

CLUES ACROSS CLUES DOWN

2 the capital of Italy 1 the capital of Thailand
3 the capital of Vietnam 2 __ __ __ de Janeiro was the capital of
6 the initials for New Zealand Brazil.
7 Siam is the __ __ __ name for Thailand. 4 the initials for New Zealand
10 the capital of Malaysia 5 the capital of Taiwan
14 the capital of Russia 8 the capital of India
17 the capital of South Korea 9 the capital of France
18 the initials for the United Nations 11 the capital of England
20 Tokyo is the capital of __ __ __ __ __. 12 the capital of China
13 the previous name of Myanmar.
15 the capital of Norway
16 Havana is the capital of __ __ __ __.
19 To find these countries you need a __ __
__of the world.

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