Promotion Advertising
Personal selling Sales promotion
Public relations Direct marketing
Above-the-line promotion Below-the-line promotion

 

A paid and non-personal communication of persuasive information about a product or service from a sponsor, often through mass media channels such as television, radio, print, or online. The process of communicating with customers with the aim of encouraging them to purchase a product or service. In the travel and tourism industry, promotion can take many forms such as advertising, personal selling, sales promotion, public relations, and direct marketing.
A short-term incentive offered to customers to encourage them to buy a product or service, such as discounts, free gifts, loyalty schemes, or contests. A face-to-face communication of persuasive information about a product or service between a salesperson and a customer, often aimed at building customer relationships and generating sales in the travel and tourism industry.
A communication strategy that uses mail, phone, email, or other direct means to reach target customers with personalized and measurable messages. The process of managing communication and relationships between a travel and tourism business and its various publics, including customers, stakeholders, and the general public.
A type of promotion that uses non-media channels, such as personal selling, sales promotion, public relations, and direct marketing, to reach a targeted audience and generate sales and loyalty. A type of promotion that uses mass media channels, such as television, radio, print, or online advertising, to reach a large audience and create brand awareness and preference.

 

Integrated marketing communications Digital marketing
Brand image Return on investment
Advertising Social Media
Partnerships Influencer Marketing

 

The use of electronic and online channels, such as websites, social media, search engines, mobile apps, and email, to reach, engage, and influence customers and prospects. A strategic approach that combines different promotion tools and channels in a coordinated and consistent way to create a strong and differentiated brand image and message.
The measure of the financial gain or loss generated by an investment in promotion, usually expressed as a percentage of the investment. The overall perception and impression that customers and stakeholders have of a travel and tourism business, based on its name, logo, design, communication, and reputation.
Digital platforms and tools that allow people to create, share or exchange information, content, opinions, and ideas via virtual networks and communities. A form of marketing communication used to promote or sell a product, service, or idea that uses paid-for media placements to reach a large audience.
A form of social media marketing where brands partner with individuals who have a large following on specific platforms to promote their products or services. A strategic business relationship between two or more organizations that share resources, knowledge, capabilities, risks, and rewards to achieve mutual goals and benefits.

 

Word-of-Mouth Marketing Content Marketing
Email Marketing Event Sponsorship
Search Engine Optimization (SEO) Pay-per-click (PPC)
Print Advertising Television Advertising

 

A strategic marketing approach that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a specific audience and ultimately drive profitable customer action. A form of promotion that relies on personal recommendations and feedback from satisfied customers to build trust and credibility for a brand without using paid media.
A form of marketing where a company or brand supports an event or activity financially or through in-kind contributions, in exchange for exposure to the event's audience through branding, signage, and other marketing opportunities. A form of direct marketing that uses email to communicate with and engage a target audience to promote products, services, or events and build relationships with customers.
A form of paid search advertising where an advertiser pays a fee each time a visitor clicks on an ad and is directed to the advertiser's website, usually on search engine results pages (SERPs) or social media platforms. The process of optimizing website content and technical setup to improve website ranking and visibility on search engines like Google, Bing, and Yahoo, in order to drive organic traffic and generate leads or sales.
A form of advertising that uses television channels to promote a product, service, or idea to a large audience through commercial breaks, sponsorships, or product placement. A form of advertising that uses printed media, such as newspapers, magazines, brochures, or billboards, to promote a product, service, or idea to a target audience.

 

Effective promotion Business goals
Promotion strategies Advertising
Public relations Sales promotion
Direct marketing Content marketing

 

The objectives and targets set by a company in the tourism industry to achieve growth, profitability, and long-term sustainability. The strategic marketing activities aimed at reaching the target audience to create awareness and drive growth for a business in the tourism industry.
A paid promotion strategy that uses various channels such as television, radio, print media, and online platforms to deliver a message to the target audience. The diverse marketing techniques employed by businesses in the tourism industry to promote their products, services, and experiences to the target audience.
An incentivized promotion strategy that offers discounts, coupons, or free samples to customers to encourage them to buy a product or service. The management of a business's reputation and communication process with its stakeholders to gain favorable media coverage and build public trust.
A promotion strategy that uses relevant and valuable content to attract and engage the target audience, and eventually convert them into customers. A personalized promotion strategy that involves communicating directly with the customer through channels such as email, SMS, and direct mail to influence their buying decision.

 

Social media marketing Influencer marketing
Search engine optimization (SEO) Email marketing
Market research Travel and tourism industry
Importance Methods

 

A promotion strategy that uses individuals with a large following on social media to promote a product or service to their audience, in exchange for compensation or other benefits. A promotion strategy that leverages social media platforms such as Facebook, Instagram, and Twitter to engage with the target audience, build brand awareness, and drive website traffic.
A promotion strategy that involves sending commercial or promotional messages to a group of people through email, with the aim of building customer loyalty or generating new business. A set of techniques used to optimize a website's visibility and ranking on search engine result pages, and thereby drive organic traffic to the business's website.
A sector of the economy that provides services related to leisure, travel, and hospitality. The process of gathering and analyzing information about a market, including customer needs and preferences, competition, and economic trends, to inform business decisions.
The different ways of collecting data for market research, such as surveys, focus groups, and observational studies. The significance or value of something, in this context referring to the role market research plays in the success of a travel and tourism business.

 

Sources Data analysis
Business decisions Primary research
Secondary research Quantitative data
Qualitative data Sample size

 

The process of examining and interpreting market research data to identify trends, patterns, and insights. The locations or channels from which data can be gathered for market research, such as online databases, industry reports, and customer reviews.
Market research that involves collecting data directly from customers or potential customers, through methods such as surveys, focus groups, or interviews. Choices made by a travel and tourism company that impact its operations, performance, and profitability, based on insights gained from market research.
Data collected through methods that produce numerical or statistical results, such as surveys or experiments. Market research that involves analyzing data that has already been collected by others, such as government agencies, industry associations, or market research firms.
The number of participants or observations in a market research study, which can affect the reliability and validity of its results. Data collected through methods that describe or explain non-numerical aspects of a market, such as customer attitudes, opinions, or behaviors.

 

Market research NCFE Level 2 Certificate in Travel and Tourism course
Promotion Development
Marketing strategies Techniques
Data Survey

 

An educational program designed to provide students with the knowledge and skills needed to succeed in the tourism industry. The process of gathering and analyzing information about a market, including its customers, competitors, and trends, to make informed business decisions.
The act of creating or improving a product, service, or process. The communication of information about a product or service to potential customers to increase sales or public awareness.
The specific methods or procedures used to collect, analyze, and interpret data. The overall plan for promoting a product or service, including pricing, advertising, and distribution methods.
A research method that involves asking questions to a sample of people in order to collect data about their opinions, behavior or characteristics. Facts or information collected through observation, research, or analysis.

 

Primary research Secondary research
Target market Marketing plan
Market Research Primary Research
Secondary Research Quantitative Research

 

Research that is conducted using data that has already been collected and analyzed by other sources. Research that is conducted firsthand, through surveys, interviews or observation.
A comprehensive document that outlines a company's overall marketing strategy, including goals, target audience, and tactics for achieving those goals. The specific group of people for whom a product or service is intended.
Data collected directly from the source through surveys, interviews, observations, or experiments. The process of gathering and analyzing information about a product, service, or market in order to make informed business decisions.
Research that involves collecting and analyzing numerical data through surveys or experiments. Data collected from existing sources such as government reports, industry publications, or online databases.

 

Qualitative Research Focus Group
Survey Observation
Experiment Sampling
Market Segmentation Competitive Analysis

 

A small group of people brought together to discuss a product or service and provide feedback. Research that involves collecting and analyzing non-numerical data through observations or interviews.
A method of gathering data by watching and recording behavior in a natural or controlled setting. A method of gathering information from a sample of people using a set of standardized questions.
Selecting a portion of a larger group to represent the whole for the purpose of research. A method of gathering data by manipulating variables and observing the effects on outcomes.
Evaluating the strengths and weaknesses of competing companies to inform business strategy. The process of dividing a larger market into smaller groups of consumers with similar needs and characteristics.

 

Advertising Public relations
Travel and tourism Product
Service Marketing tactics
Billboards Print ads

 

The practice of building a positive image and relationship between a company or organization and the public through strategic communication, media coverage, and community outreach. The act of promoting a product or service through paid marketing tactics such as billboards, print ads, TV commercial, and online ads.
A good or service that is offered by a company for sale in the market to satisfy the needs or wants of customers. The industry of providing services, facilities, and activities for people who are traveling for leisure, business, or other purposes.
The various strategies and techniques used by a company to promote and sell its products and services to the target audience. An intangible product that is offered by a company to provide assistance, convenience, or satisfaction to customers.
Ads published in newspapers, magazines, flyers, brochures, and other print media to promote products and services to potential customers. Large advertising displays usually placed in high-traffic areas such as highways, roadsides, and cities to reach a large audience.

 

TV commercial Online ads
Strategic communication Media coverage
Advertising Public Relations
Travel and Tourism Industry Importance

 

Ads displayed on websites, social media, search engines, and other online platforms to reach potential customers and increase website traffic and sales. A short advertising video that is aired on TV to promote a product or service to a wide audience.
The attention and exposure that a company or event receives from news outlets, journalists, bloggers, and other media sources. The process of developing and delivering messages that are tailored to the needs, interests, and preferences of the target audience to achieve specific goals.
The management of a company's communication with the public, including media relations, community engagement, and crisis management. The practice of promoting a product or service through paid channels such as television, radio, print, or digital media.
The significance or value of advertising and public relations in achieving business goals, such as attracting customers, building brand awareness, and generating revenue. A sector made up of businesses and organizations that provide products and services related to travel, vacations, and hospitality.

 

Tactics Target Audience
Brand Identity Influencer Marketing
Media Relations Crisis Management
Social Media Marketing Content Marketing

 

The specific group of people who are most likely to be interested in and benefit from a product or service, and who an advertising or public relations campaign is designed to reach. The specific methods and strategies used to plan and execute advertising and public relations campaigns.
A form of advertising that involves partnering with influencers who have large social media followings to promote a brand or product. The combination of visual and verbal elements that communicate a brand's personality, tone, values, and message to its target audience.
The planning and execution of strategies to address and mitigate negative publicity, disasters, or other unforeseen events that could harm a brand's reputation or business operations. The practice of building relationships with media outlets and journalists to generate news coverage and publicity for a brand or product through earned media.
The creation and distribution of valuable, relevant, and consistent content to attract and engage a clearly defined target audience and drive profitable customer action. The use of social media platforms such as Facebook, Instagram, and Twitter to promote a brand or product and engage with customers.

 

Digital marketing Travel and tourism industry
Relevance Benefits
Digital marketing tools Strategies
Promotion Products and services

 

The sector that includes companies and organizations that provide travel and tourism-related products and services, such as hotels, airlines, and tour operators. The use of digital channels, such as social media, email, and search engines, to promote products and services in the travel and tourism industry.
The advantages that digital marketing offers, such as increased visibility, targeted marketing, and cost-effectiveness. The importance of digital marketing to the success of travel and tourism businesses.
The tactics and plans used to achieve digital marketing goals, such as content marketing, social media advertising, and email marketing campaigns. The various software applications and platforms that can be used for digital marketing, such as social media management tools, email marketing software, and search engine optimization (SEO) tools.
The offerings of travel and tourism businesses, such as hotel rooms, flights, tours, and rental cars. The activities that businesses undertake to increase awareness and interest in their travel and tourism products and services, such as advertising, branding, and public relations.

 

Effectiveness Campaigns
Measuring Metrics
Digital Marketing Tools and Platforms
Travel and Tourism Industry Target Audiences

 

The coordinated series of digital marketing activities that businesses undertake to promote their travel and tourism products and services, such as a social media campaign or an email marketing campaign. The ability of digital marketing campaigns to achieve their goals, such as generating leads, increasing website traffic, and boosting revenue.
The data points that indicate the performance of a digital marketing campaign, such as click-through rates, open rates, bounce rates, and conversion rates. The process of evaluating the success of a digital marketing campaign through the use of metrics, such as website traffic, conversion rates, and customer engagement.
The various digital technologies and platforms available for marketers to use to reach their target audiences. This includes social media platforms, email marketing, search engine optimization, and more. Marketing of products and services using digital technologies, mainly on the internet, but also including mobile phones, display advertising, and any other digital medium.
The specific group of people that a marketer aims to reach with their marketing messages. Industry that includes businesses that offer services related to travel and tourism such as transportation, accommodation, recreation, and food services.

 

Social Media Platforms Email Marketing
Search Engine Optimization Visibility
Engagement Measuring Success
Analyzing Success Digital Marketing Campaigns

 

A direct marketing tactic that involves sending a commercial message to a group of people using email. Online platforms that allow users to create, share, or exchange information, ideas, pictures, and videos in virtual communities and networks.
The degree to which a website or brand is seen and recognized by users or potential customers. The process of optimizing a website to rank higher in search engine results pages (SERPs) and increase the quantity and quality of traffic to a website from search engines.
The process of evaluating the effectiveness of a digital marketing campaign using metrics such as website traffic, leads generated, and customer engagement. The level of interaction or involvement between a brand and its target audience, often measured by metrics such as likes, shares, and comments on social media.
Coordinated marketing efforts that encompass various digital marketing tools and platforms to achieve a specific goal, such as increasing brand awareness or generating leads. The process of interpreting and drawing insights from data collected during the measuring process to inform future marketing strategies and tactics.