Impact of Marketing Communication in Promoting Tourist Destination
Chapter One
Objectives of the study
- To understand the impact of students awareness and their choice of profession in business education
- To understand the relationship between students’ orientation levels and their choice of profession in business education
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Introduction
In company operations, marketing communication has a very important role. In an organization or company, marketing communication has the role of providing information, persuading, and reminding consumers directly or indirectly about the products and brands sold (Philip Kotler 2009). Marketing communication performs many functions to consumers or target markets, especially to inform and show about how and why the product is used, who the target market is, as well as where and when the product can be obtained. The marketing communication environment by the development of communication process technology has also changed, as has been the case with the recent rise in internal development. The presence of the Internet has an impact on marketing tourism (Gonca Guzel Sahin 2018; Tembi Maloney Tichaawa, Oswald Mhlanga 2017). Accordingly, it also affects the consumers in obtaining information about a product. The more specific study concluded that social media determine and influence consumer decisions in buying a product or service (Icoz, Kutuk, and Icoz 2018). Marketing communication can shape brand equity and improve promotional performance (Bogan 2014). The development of marketing communication that changes very rapidly through advertising is not the only or the most important thing in establishing brand equity and driving sales, but can also be a mean which increases equity and drive sales through a mix of marketing communication. Moreover, expanding this communication can also make the product or tourism object reach a wider market. Marketing communication mix is done to encourage the effectiveness and efficiency of marketing communication which consists of eight main communication models, including advertising, sales promotion, events and experience, public relations, direct marketing, interactive marketing, word of mouth marketing, and sales personnel (Philip Kotler 2009). Communication is the process of delivering messages by someone to other people to tell, change attitudes, opinions or behavior either directly orally or indirectly through the media. In this communication requires a reciprocal relationship between the delivery of messages and recipients namely communicators and communicants (Hasbullah, et al: 2018) In this study, researchers employed the Marketing Mix Theory (marketing mix) in which this theory explained the promotional mix, a mean that marketers can use to establish the characteristics of services offered to customers. The promotional mix concept according to (Philip Kotler 2009) consists of advertising, sales promotion, personal selling, and public relations. Stanton defined promotional mix as a combination of the best strategies of advertising variables, personal sales, and other promotional tools. All of which are planned to achieve the objectives of the sales program (Stanton 2008). Promotion is one of the determining factors for the success of a marketing program that can provide motivation (Font and Mccabe 2017) and information (Gil-saura 2011). However qualified a product is, if consumers have never heard of it and are not sure that the product will be of use to them, they will never buy it.
DEVELOPING EFFECTIVE MARKETING COMMUNICATIONS
Philip Kotler had explained that today there is a new view of communications as an interactive dialogue between the company and its customers that takes place during the pre-selling, selling, consuming, and post-consuming stages. Successful companies are asking not only “How can they reach their customers?” but, in a break from the past, are also asking “How can their customers reach them?” Now sellers use a variety of communication platforms to stay in touch with customers. Furthermore, Kotler justified that increasingly, it is the newer technologies, such as the Internet, that have encouraged more firms to move from mass communication to more targeted communication and one-to-one dialogue with customers and other stakeholders.
Doctor Philip kotler had specified eight steps to follow in developing an effective marketing communications program:
(1) identify the target audience,
(2) determine the communication objectives,
(3) design the message,
(4) select the communication channels,
(5) establish the total communications budget,
(6) decide on the communications mix,
(7) measure the communications’ results, and
(8) manage the integrated marketing communication process.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine impact of marketing communication in promoting tourist destination. Ministry of tourism, Owerri forms the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain Impact of marketing communication in promoting tourist destination. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of marketing communication in promoting tourist destination
Summary
This study was on Impact of marketing communication in promoting tourist destination. Two objectives were raised which included: To understand the impact of students awareness and their choice of profession in business education and to understand the relationship between students’ orientation levels and their choice of profession in business education. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from ministry of tourism owerri. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
In conclusion, the use of basic elements of integrated marketing communication by the cities is noticeable, such elements positively affect the growth of tourism movement of a particular place throughout the yea
Recommendation
The private tourism stakeholders have to share the benefits and the costs. For example, the tour and travel operators are trying to promote individually or at their own. But if they integrate with each other and fully with international tour operators and tourism authority, they can even minimize costs and get rewarding return on investment. The tour and travel operators should have to cover proper and integrated marketing communications when participating in the international trade fair as the GOE is currently covering about 60% of their costs. This is large support from the government side. The civil servant and the community shall play the major role as tourism requires an amalgams effort to. The essential task of positive image building can only be achieved by the entire participation of the public in general. The civil servant at the Ethiopian Airline for instance are the first to counter with the arriving international tourists from boarding in to departures, the security crew, the customer relation staffs, the foreign exchange clerk etc. which can create positive first impression.
References
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- Font, X. and Mccabe, S. (2017). “Sustainability and Marketing in Tourism : Its Contexts, Paradoxes, Approaches, Challenges, and Potential.” Journal of Sustainable Tourism 9582. https://doi.org/10.1080/09669582.2017.1301721.
- Gil-saura, I. (2011). “Integrated Marketing Communications and Information and Communication Technology in the Hotel Sector : An Analysis of Their Use and Development in Dalmatian Fi Rst-Class and Luxury Hotels.” 9: 401–14.
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- Hasbullah, Hatta, M., and Arifin, Z. (2018). Communication Pattern of Wilayatul Hisbah, Lhokseumawe City in Implementing Amar Makruf Nahi Mungkar. Budapest Internation Research and Critics Institure Journal. Vol. 1, No. 4, 194-205.
- Icoz, O., Kutuk, A., and Icoz, O. (2018). “Social Media and Consumer Buying Decisions in Tourism : The Case of Turkey.” 16: 1051–66.
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