Promotion, tourism services, tourism enterprise, promotion instruments

The study contains content related to the promotion of tourism services. The meaning and essence of promotion as the fourth instrument in the marketing mix composition are explained. The elements comprising the promotion mix for tourism services are presented. The significance of advertising, direct marketing, sales promotion, public relations, and personal selling is discussed. The final part of the article contains conclusions.The ongoing changes in the tourism services market, the emergence of new companies providing tourism services, and the intensifying rivalry among travel agencies in the fight for customers make conducting tourism service activities increasingly difficult. In the face of growing domestic and international competition, a high-quality tourism product or an attractive purchase price may no longer be sufficient to encourage a customer to make a purchase.
Consumers of goods and services are becoming increasingly picky and demanding. Technical and technological progress as well as the rapid flow of information make buyers more educated, which influences their preferences related to making purchasing decisions for a tourism product. Tourism enterprises wishing to achieve expected results in the tourism services market should effectively and efficiently inform potential buyers about the merits of their offer and the entire enterprise. For this purpose, the promotion mix proves to be a helpful tool. Promotion is perceived as a way for an enterprise to communicate with its environment, and above all with the most important element of the environment, i.e., customers. Prioritizing promotional activities by travel agency managers can contribute to increasing the number of customers visiting tourism companies to purchase a specific product offer.
2. CONCEPT, OBJECTIVES, AND FUNCTIONS OF PROMOTION
Promotion, understood as an instrument of an enterprise’s communication with the market, is a component of the marketing mix. (…)

Promotion, tourism services, tourism enterprise, promotion instruments – PDF file for download