THM07 Module 4 Tourism Marketing and The Communication Process

CRT LEARNING MODULE
Course Code THM07

Course Title Tourism and Hospitality Marketing
Units 3
Module Title Tourism Marketing and the
Communication Process
Date Developed: Document No. 001-2020

Tourism And Hospitality
Marketing Module 4: February 7, 2021
Tourism Marketing and Date Revised: Issued by:
the Communication Developed by: Page 1
Process Jennifer J. Miranda CRT
College for Research & Technology of Cabanatuan
HOW TO USE THIS DIGITIZED LEARNING MODULE

Welcome to the module in Tourism Marketing and the Communication
Process. This module contains training materials and activities for you to complete this
module. This module also covers the communication process using models and theories
and its relationship to marketing, the communication models relevant to the marketing
process and also the impact of culture in the marketing.
You are required to go through a series of learning activities in order to

complete each learning outcome of the module. Each of the learning outcomes is
provided with Modules. Follow these activities on your own and answer the self-check
at the end of each learning outcome. You may remove a blank answer sheet at the end
of each module (or get the answer sheets from the online facilitator) to write the
answers for each self-check. If you have questions, don’t hesitate to ask your facilitator
for assistance.
This module was prepared to help you gain fundamentals and basic knowledge
about Tourism and Hospitality Marketing. This will be the source of Information for you
to acquire knowledge and skill in this particular trade independently and at your own
pace, with minimum supervision of help from your instructor.
 Talk to your online facilitator and agree on how you will both organize the
Training of this unit. Read each through the module carefully. It is divided into
sections, which cover all the skills and knowledge you need to successfully
complete this module.
 Work through all the information and complete the activities in each section.
Read Modules and complete self-check. Suggested references are included to
supplement the materials provided in this module.
 Most probably your facilitator will be your supervisor or manager. Your online
facilitator will support and correct you.
 Your online facilitator will tell you about the important things you need consider
when you are completing activities and it is important that you listen and take
notes.
 You will be given plenty of opportunity to ask questions and practice on the job.
Make sure you practice new skills during regular work shifts. This way you will
improve both your speed and memory and also your confidence.
 Talk to more experienced workmates and ask for their guidance.
 Kindly the self-check questions at the LMS (EDMODO) to test your own progress.
 When you are ready, ask your online facilitator to watch you online via Zoom or
Google Meet to perform the activities outlined in this module.
 Ask your online facilitator work through the activities: ask for written feedback
on your progress. Your online facilitator keeps feedback/pre-assessment reports
for this reason. When you have successfully completed each element, ask the
facilitator to mark on the reports that you are read
 y for assessment.
 When you have completed this module, and feel confident that you have
sufficient practice, your online facilitator will arrange an appointment with
registered assessor’s to assess you. The results of your assessment will be
recorded in your competency Achievement Record.

MODULE CONTENT
MODULE TITLE: Tourism Marketing and the Communication

Process
MODULE DESCRIPTOR: This module also covers the communication process

using models and theories and its relationship to marketing, the communication models
relevant to the marketing process and also the impact of culture in the marketing
process.
NUMBER OF HOURS: 3 hours (1 week)
LEARNING OUTCOMES:
At the end of the module, you MUST be able to:
1. Explain the communication process using models and theories and its
relationship to marketing
2. Identify communication models relevant to the marketing process.
3. Explain the impact of culture in the marketing process.
4. Describe communication challenges and how to avoid it.
Contents:
1. Communication Theories
2. Role Of Culture In Tourism Marketing
3. Role Of Innovation In Marketing
4. Goal Of Marketing Communication
Conditions:
The students must be provided with the following:

1. Hard copy or soft copy of the course syllabus
2. MS Word
3. Pen
4. Paper
Assessment Method:
1. Submission of Research paper.

2. Written examination.
3. Quizzes using Google forms.

MODULE 4
Tourism Marketing and the Communication
Process
Learning Objective: After reading this MODULE, you should be able to:
1. Explain the communication process using models and theories and

its relationship to marketing
2. Identify communication models relevant to the marketing process.
3. Explain the impact of culture in the marketing process.
4. Describe communication challenges and how to avoid it.
INTRODUCTION
The marketing process seeks to inform, persuade, and bring
consumers into action. Information and persuasion are mainly achieved
through communication. Communication is defined as transmitting, giving,
or exchanging information using oral or written means. Hence, marketing
and communication go hand in hand.
Communication is a basic human need. Filipinos, in particular, are

very fond of communicating with others. We are a friendly race and most
can strike a conversation with just about anyone.
COMMUNICATION THEORIES
Communication theories can help us understand how to communicate
better. Some communication scholars have come up with theories that will
enable marketing practitioners to understand how to effectively
communicate with their target market.

MODELS OF COMMUNICATION
There are various communication models available and below are
some of the most relevant to our area of study.
Harold Lass well’s SMCRE Model

The communication process begins when the source selects words,
symbols, pictures and the like to represent the message that will be
delivered to the receiver(s) (Smith & Zook 2011). The message can be
verbal or non-verbal, oral or written, or in symbolic form. Encoding is the
process by which thoughts are expressed in the form of words, symbols,
pictures and gestures.
A good communicator identifies who they are talking to before

crafting the message and deciding on the best way to transmit it. The type
of receiver will determine the following: how and when you said it, and
which medium you used. Interpreting messages can become quite a
challenge depending on who the receivers are. Decoding is the process of
transforming the sender's message into the receiver's thought. How the
message is received and understood is heavily influenced by the receiver's
field of experience.
Shannon and Weaver's Mathematical Model

Shannon and Weaver (1949) describe communication as a linear
process. The process begins with the information source, which produces
a message or a set of messages to be transmitted. The message is formed
into signals by a transmitter. The signals are then adapted into a channel
(affected by noise interference which may alter how the message is
received) that leads to the receiver, which then reconstructs the message
to reach the destination. There may be a difference between how the
sender's original message is received by the destination, mainly due to
transmission problems. This is resolved by the availability of feedback
wherein the receiver sends back a message to the original sender.

Berlo's SMCR Communication Model
David Berlo (1960) introduces factors that may affect the process of
communication from the source, message, channel, and receiver (SMCR).
The source and the receiver of the message have different levels of
communication skills, attitudes, knowledge of the topic being discussed,
and social system, which cover various aspects of society and culture.
The message is affected by certain factors that may help get the
message more easily understood. These include content (what the actual
message is from beginning to end), elements (language used, gestures,
etc.), treatment (the way the message is conveyed), structure (how the
message is arranged), and code (how the message is sent).
Different channels can be used to get the message across. It could

be through any of the five senses or a combination of two or three senses.
The medium can be aural (sense of hearing), visual (sense of sight), tactile
(sense of touch), olfactory (sense of smell), and/or gustatory (sense of
taste).
The source and the receiver should be on the same level for effective
communication to take place. Furthermore, each one should be sensitive to
each other's backgrounds for good communication to occur.
Communication and marketing planning go hand in hand. Lass well's

Model of Communication can be matched with the process of marketing
planning. The who being the advertiser, says what being the creative
message, in which channel as the media type, to whom as the defined
target market and with what effect as the consumer's parallelism further
strengthens the fact that marketing and communication are closely related
fields of study.
Osgood and Schramm's Model of Communication

Osgood-Schramm's model of communication is dynamic in nature. It
veers away from the linear models of previous communication scholars. It
looks into communication as circular in nature. The encoder (sender) is
able to send a message to a decoder (receiver) who interprets the
message and sends feedback to the original message sender. A central
feature of this model is that both sender and receiver can send feedback.

Also, the sender and the receiver can easily switch roles. Interpretation of
the message is also an important element of the model as the receiver tries
to understand, analyze, and perceive the meanings attached to the
message.
ROLE OF CULTURE IN TOURISM MARKETING
Hofstede's Cultural Framework

The cultural variables that Hofstede's framework discusses include
power distance, individualism, masculinity, uncertainty avoidance,
pragmatism, and indulgence. In Table 4.2, each variable of a country/race
is compared against the Philippines. South Korea, USA, and Japan were
chosen as examples since these are Philippines' top 3 source markets. For
instance, for power distance, the USA has the lowest score in the chart.
Meaning, Americans do not recognize authority very much as demonstrated
by their calling their fathers and mothers-in-law using their first names, as
compared to Filipinos who are accustomed to showing respect for authority
far more than any of the other countries. Thailand, though, has a greater
power distance score than Filipinos. Asians regard older people, persons in
authority and higher positions with a lot of respect using terms as Sir,
Ma'am, Ate, Kuya, etc.
ROLE OF OPINION LEADERS
The Two-Step Flow Model
According to Katz and Lazarsfeld (1955), "the flow of media

messages from radio and print to opinion leaders and then the
leaders lead the messages to lesser active users in the
population." Through this transformation of message, the leaders may
add their opinion to the actual content which may affect low active users.
In some cases, opinion leaders filter the actual content.
Mostly, the opinion leaders are selective as they pass the messages
to the group. Opinion leaders are those that pass on information to other,
less active members of his group. Opinions are usually added to the
information given; thus, shaping the context by which information is
received.

These opinion leaders may be one's parents, older siblings or more
informed friends. They are informal leaders who are looked up to by the
other members of the group. This model is the foundation of how positive
word of mouth is used as an effective means of marketing.
ROLE OF INNOVATION IN MARKETING
Diffusion of Innovation Model
Another noteworthy contemporary communication model which is

very useful in marketing is the Adoption Model (Rogers 1962). As shown in
Figure 4.7, the model attempts to map out the mental process consumers
go through in purchase decision making, similar to the AIDA (Attention-
Interest-Desire-Action) model discussed in numerous consumer behavior
books. The different stages of awareness, interest, evaluation, trial, and
adoption are quite simplistic but nevertheless give us an idea of how
individuals move from awareness to actual adoption.
Rogers further developed another theory known as the Diffusion of

Innovation where he defined innovation as the spread of a new idea from
its source to its users. Adopters move at different rates. The front runners
in product trial are labeled as "innovators.” Innovators make up
approximately 2.5% of all buyers who will eventually use the product. The
key to good marketing is being able to identify this portion of the market.
Introducing the product to innovators will help lead to the diffusion, use,
and adoption of the new idea. Succeeding users of the product are called
early adopters followed by the early majority. At this stage, the company
can already feel that the new product or idea is becoming popular and
sales growing. The late majority are those who adopt the idea at the latter
part while the laggards are those who are last to adopt.
A good example of diffusion of innovation is travel and tourism.

Tourism used to be undertaken by a small percentage of the population. In
the past, travel was just for the rich and famous. Recently, travel is
adopted by more and more people in different countries. However, there
are still people who do not see the need to travel.
In the "Tipping Point," Malcolm Gladwell (2000) discusses how

ideas, products, trends, and social behavior achieve a certain threshold and
spread like wild fire, much like how videos posted in the Internet become
viral. Gladwell introduces the Law of the Few wherein there are a few

strategic individuals who become influencers. Such influencers and early
adopters are very powerful and can make a product "tip." Further,
Gladwell shares the idea of the "stickiness factor" wherein the product
has to be intrinsically infectious, much like how we tend to sing a song that
sticks to our mind unconsciously (more popularly known as LSS or last
song syndrome) Finally, the power of context states that human beings
are a lot more sensitive to their environment than they may seem. Thus,
many small, tightly targeted movements are better than one large
movement.
ROLE OF MARKETING COMMUNICATION
Communication and Its Relationship to Tourist

Satisfaction
In a study conducted in Turkey regarding cultural approximation and

tourist satisfaction, one of its findings was that greater case in
communication leads to higher satisfaction levels. British tourists had
higher satisfaction ratings when visiting Marmaris (in Southwestern Turkey)
and the Russians had lower satisfaction ratings This is because the British
culture is more well-known in Turkey than the Russian culture. English is
also widely spoken in Turkey, so the British experience case in
communication unlike the Russian counterparts. (Tuna 2006).
Communication is Influence
Communication has a lot to do with shaping influence. The way we
communicate with people determines the level of influence we have on
others Understanding the different communication models and theories
gives us an appreciation of the practical ways we can market products and
services. Marketing is all about communicating the best our products,
services and ideas have to offer. A lot of marketing situations necessitate a
cohesive and effective communication plan.
Word of mouth communication at its finest level. Its value is verbally

passing on of Information from one person to another. Positive word of
mouth still is the most effective means to sell products and services. The
higher the influence a person has, the more effective word of mouth, thus,
the value of celebrity endorsers, opinion formers, opinion leaders
influencers, and early adopters.
Communication Problems
Most of the communication models show how information can flow
effectively from sender/source to receiver/destination through various
channels. However, communication fails when a message received
differently from how the sender intends it to be. In other words, the sent
message different from the received message. Misunderstanding happens
when communicators fail to realize that how they send the message may
be different from how the receiver interprets the message. This failure in
communication may be due to several factors such as:
1. LANGUAGE BARRIERS. Since the tourism industry is a global

industry, communication may become difficult due to differences in
language "Google Translate" has become a very handy tool for
Filipinos who travel to non English speaking countries.
2. VARIED CONNOTATIONS OF WORDS, SIGNS, AND SYMBOLS.

The thumbs up sign, for instance, means different depending on
culture or race. It means "the best to Americans, "money" to the
Japanese, but is vulgar in Latin American countries
3. CULTURAL DIFFERENCES. The popular “beso-beso” for Filipinos

is expressed differently in some countries. Some European countries
express a warm greeting through peck on each cheek and not just on
one as Filipinos are accustomed to. A pat on the head for Filipinos is
an act of endearment while it is to do the same to Thais.
4. FAULTY WORD CHOICES. A careful choice of words can help

improve communication while faulty word choices can cause
miscommunication. Picture this: a man courting a lovely woman
wants to compliment her while they are looking at the moon. The
man says, "Ang ganda ng bituin, kamukha mo" (The moon is
beautiful, it looks like you, Who would want to look like the moon
However, he could say, Ang ganda ng buwan, parang ikaw" (The
moon is beautiful, just like you.) Notice how a simple change in
words can have a better effect.

5. Mistranslations. Faulty translation from one language to another or
one dialect to another may cause misunderstandings. For instance, a
Bahasa speaking Indonesian may request for a glass of milk to a
Filipina waitress by saying "one glass of suso” Only to find out that
"suso" in Filipino means breasts.
The goal of marketing communication is to achieve common ground

between the sender and the receiver. The bigger the union of the two
circles, the easier it is to encourage and influence the other person. Wilbur
Schramm's model of communication (1954) encapsulates the goal of
marketing-achieving understanding and common ground.

REFERENCE:
TOURISM MARKETING BOOK
(2015 EDITION)
(MARICEL GATHALIAN-BADILLA)


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CRT LEARNING MODULE

Course Code THM07

Date Developed: Document No. 001-2020

HOW TO USE THIS DIGITIZED LEARNING MODULE

You are required to go through a series of learning activities in order to

Date Developed: Document No. 001-2020

MODULE TITLE: Tourism Marketing and the Communication

MODULE DESCRIPTOR: This module also covers the communication process

NUMBER OF HOURS: 3 hours (1 week)

The students must be provided with the following:

1. Submission of Research paper.

Date Developed: Document No. 001-2020

1. Explain the communication process using models and theories and

Communication is a basic human need. Filipinos, in particular, are

Date Developed: Document No. 001-2020

Harold Lass well’s SMCRE Model

A good communicator identifies who they are talking to before

Shannon and Weaver's Mathematical Model

Date Developed: Document No. 001-2020

Different channels can be used to get the message across. It could

Communication and marketing planning go hand in hand. Lass well's

Osgood and Schramm's Model of Communication

Date Developed: Document No. 001-2020

ROLE OF CULTURE IN TOURISM MARKETING

Hofstede's Cultural Framework

ROLE OF OPINION LEADERS

The Two-Step Flow Model

According to Katz and Lazarsfeld (1955), "the flow of media

Date Developed: Document No. 001-2020

ROLE OF INNOVATION IN MARKETING

Diffusion of Innovation Model

Another noteworthy contemporary communication model which is

Rogers further developed another theory known as the Diffusion of

A good example of diffusion of innovation is travel and tourism.

In the "Tipping Point," Malcolm Gladwell (2000) discusses how

Date Developed: Document No. 001-2020

ROLE OF MARKETING COMMUNICATION

Communication and Its Relationship to Tourist

In a study conducted in Turkey regarding cultural approximation and

Word of mouth communication at its finest level. Its value is verbally

1. LANGUAGE BARRIERS. Since the tourism industry is a global

2. VARIED CONNOTATIONS OF WORDS, SIGNS, AND SYMBOLS.

3. CULTURAL DIFFERENCES. The popular “beso-beso” for Filipinos

4. FAULTY WORD CHOICES. A careful choice of words can help

Date Developed: Document No. 001-2020

The goal of marketing communication is to achieve common ground

Date Developed: Document No. 001-2020

Date Developed: Document No. 001-2020

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