Muhammad Ali Sadiq Mohsen
Under the supervision of Asst. Lect. Ali Khalil Ibrahim Shamto

Tourism Promotion

Many countries have realized that tourism in the current century is not only the largest industry in the world, but it will be the largest among what the world has witnessed, and by a large margin, as these countries have been interested in opening new markets alongside traditional ones in order to continue the tourism trend throughout the year, and providing tourism programs with high-quality services and appropriate distribution outlets, which will increase the tourist’s stay period, in addition to possessing advanced means of tourism promotion.
First: The concept of tourism promotion
There are different definitions of promotion, including:
First: It is a set of marketing efforts related to providing the consumer with information about the advantages of a specific commodity or service, and arousing his interest in it, with its capabilities and distinction from other commodities and services by satisfying his needs with the aim of pushing him to make a decision to purchase it, and then continuing to use it in the future.
Second: As we mentioned before, promotion is one of the elements of the marketing mix and is affected by decisions related to the product or service. Promotion also overcomes the consumer’s hesitation by tempting him and creating a certain psychological state according to which the consumer accepts what is presented to him. In other words, tempting the consumer to behave in a certain way that satisfies the seller. The following figure shows promotion within the marketing framework.

Second: Means of tourism promotion
The means used in tourism promotion have varied and diversified, the most important of which are:

1: Local and external advertising
Advertising through many different media outlets such as newspapers and others, as well as publishing with the aim of enlightening public opinion and correcting its concepts, in addition to public relations in order to create a positive image. We find here that tourists prefer purposeful and well-designed advertisements to attract tourists whether inside or outside the country. Here, tourism agencies must choose the appropriate, suitable and acceptable advertising mix for tourists.
2: Tourist publications and leaflets
The tourist establishment issues publications related to tourism, and in these publications the idea and good impression about tourism must be given, and they are considered the potential guide that provides all the information about tourist sites in order for tourists to make a decision. However, the form and content of the printed publications must be taken into consideration, from harmony and attractiveness in colors and respect for the dates and programs set for each tourist trip, and they are prepared by parties with great competence in tourism and tourists, as well as expanding and finding appropriate outlets and channels for tourism promotion.