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Journal of tourism – studies and research in tourism [Issue 18] APPLICATION OF PROMOTION TOOLS IN HOSPITALITY AND TOURISM INDUSTRY AND ITS ROLE IN DEVELOPING THE JAMMU AND KASHMIR AS A TOURIST DESTINATION Zoltán BUJDOSÓ Károly Róbert University College, 3200, Hungary [email protected] Parikshat Shing MANHAS The Business School and School of Hospitality and Tourism Management University of Jammu, 18006, India [email protected] RAMJIT University of Jammu, 18006, India [email protected] Lóránt DÁVID Eszterházy Károly University College, 3300, Hungary [email protected] Alexandru NEDELEA Stefan cel Mare University of Suceava, 720229, Romania [email protected] Abstract The proposed study will mainly attempt to study the promotional tools undertaken by different hotels and tour operators, and evaluate how they have been able to develop tourism and hospitality industry in the state. A survey questionnaire was used to collect primary data. Our study revealed that the main reason of not succeeding and overcoming the problem of rebuilding the state as a tourists destination after the period of militancy and others problems mainly lies within the negligence of tourism authorities not following appropriate marketing activities ; inappropriate measures and wrong allocation of promotional funds also contribute to the problem. Key words: Promotion tools, Tourism industry, Hospitality industry, Tourism products and services, Brand image, Jammu and Kashmir. JEL Classification: M41, M31, O21 I. INTRODUCTION II. LITERATURE REVIEW Tourism industry plays a vital role both at global Promotion cannot be fully effective unless it is and individual levels. Many countries depend on coordinated together with the other three ‘P’s tourism as a main source of foreign income. Tourism is (Middleton, 1994). Travel and tourism are identified as a type of service to which marketing mix can be applied the total market comprising three main sectors of to. The marketing mix consist of so called “four Ps”: international tourism, domestic tourism, and same-day Product, Price, Promotion and Place. Out of the four visits (Middleton, 1994; Pénzes 2014). Nowadays, components, “Promotion” is the most visible factor. promotion is considered to one of the most essential key The selection and use of the appropriate tools is crucial elements of the modern marketing era, including all the during the whole promotional process. (Kozma, 1995). activities and plans that aim to inform and persuade The main objectives of this study are to study potential customers and trade intermediaries to make a and evaluate the promotional tools undertaken by specific purchase or act in a certain manner. Modern different hotels and tour operators for the development marketing calls for more than the sole development of of tourism and hospitality industry; to identify the a good product with attractive pricing, available to problems and limitations of promotional activities target customers (Kotler et al., 2006). undertaken by tourism companies; and finally, to Within the field of tourism industry, promotion provide suggestions and recommendations for the is one of the key ‘4’ Ps in the marketing mix, and hospitality and tourism industry sectors. therefore plays a key role in achieving market success. Promotion aims to ensure awareness of the products of the company that are available to target customers (Dibb et al., 1994; Rowley, 1998). 37 Journal of tourism – studies and research in tourism [Issue 18] In order to meet the promotional objectives of advertiser’s name or brand is clearly evident during the any given promotion strategy, an appropriate communication process (Middleton and Clarke, 2001). promotional mix must be created, Rowley (1998). The The use of mail, telephone or other non-personal promotional mix is the combination of different contact tools are used to communicate with or solicit a promotional channels that are used during the response from specific customers and prospects. Mail communication of a specific promotional message. shots and leaflets inserted in professional magazines This involves an appropriate selection of tools that are are used to promote information products. Direct available for use as part of the promotional mix. marketing communications may be used as a direct Tourism researchers and scholars have long sales channel or distribution technique: selling products been emphasizing the importance of planning and and services without face-to-face contact with implementing effective marketing strategies in tourism intermediaries (for example mail order business). destination sites throughout the world in order to (Jobber and Fahy, 2004; Szép and Nagy, 2012). promote the most sufficient tourism products and Short-term incentives encourage trial or services to specific traveler groups (Ahmed and Krohn, purchase of a product or service, such as discounts for 1992; Mill and Morrison, 1985 as cited in Law et. al, access to a database over a limited time period. Sales 2004; Morisson, 2013; Matlovicova, 2014). A good promotion in tourism is described as a set of associated example of that are the official Destination Marketing techniques which, when combined, offer customers or Organization Web sites of Korea and Japan: the two intermediaries’ enhanced incentives to buy or remain most visited destinations of Hong Kong tourists have loyal to a particular brand (Lumsdon, 1997). These developed their web sites with special regards to Hong techniques can be used collectively or independently in Kong travelers’ interests: they promote activities such order to stimulate consumer demand. This involves two as foods, sightseeing and shopping in a manner that basic approaches: intermediary push or consumer pull. suits the target customers’ demands. The techniques focus on offering impulse incentives to Based on practical examples, it is clear that an purchase, such as competitions, discount vouchers, or effective marketing strategy should target a specific by other similar methods (Middleton and Clarke, market segment and product development and 2001). positioning should be implemented accordingly. The In tourism, public relations is about how target areas of Jammu and Kashmir are lagging far behind customers think about a tourism organization and how from this point of view. It has been noted that the their perceptions, attitudes and behavior can be kept or National Tourism Organization (NTO) in any country made positive. Various programs are designed to is responsible for expanding the country’s inbound promote and/or protect a company’s image, or those of tourism; the main task of NTOs is to promote the its products, including product literature, exhibitions destination country in the global tourism market During and articles about the organization’s products in the promotion of tourism industry, marketers are professional or in-house newsletters. Such techniques expected to consider long term strategic goals instead are also known as “below the line” activities of focusing on short-term sustainability, Rita and (Middleton and Clarke, 2001). Moutinho (1992). It is also emphasized that Face-to-face interactions target one or more promotional tools and ideas should be given enough prospective customers for the purpose of improving time – even years, if necessary - to improve over time sales. This is a common technique during business-to- and achieve their full potential rather than forcing the business marketing transactions in the information underlying concepts to stop and start over shortly. In industry, where sales representatives are commonly addition, to reach the best promotional results, NTOs work as mediators. According to Holloway and Plant should have elaborated plans for promotional activities (1989), personal selling functions can be summarized in order to fulfill their marketing objectives - the as a persuasive tool to purchase under four headings: implementation of such plans requires detailed persuasion to purchase additional goods and service allocation of priorities and goals before investing during the service delivery process; business to money and resources. (Rita and Moutinho, 1992; business purchase; big value purchase; motivating Lorenzo and Xhiang, 2013).The authors emphasized purchases through distribution channels (Holloway and that tourism planning should be carried out in a manner Plant, 1989). so that both local residents and visitors can enjoy its Financial or external support of an event or benefits (Liu and Wall, 2006). To achieve an effective person by an unrelated organization or donor is promotion of tourism industry, good relation and close common in the field of arts, sports and charities. Large cooperation is necessary between various organizations such as major publishing groups like governmental bodies, tourist organizations, travel Reed Elsevier or software houses, such as Microsoft agencies and tour operators, especially among the may engage in sponsorship activities, while public SAARC countries Researchers also argue the use of sector organizations (e.g. schools or libraries) are more non-personal promotion tools such as mass media can likely to be the recipient of sponsorship. Sponsorship access a larger audience than individually targeted aims to help generating awareness about a product or forms of communication (e.g. using a name and company and promote a positive message about the address); and that an identified sponsor implies that the product or company (Jobber and Fahy, 2004). 38 Journal of tourism