Marketing Strategies and Tourism Promotion Vocabulary
Marketing Stages
Stage 1: Identify customer’s needs and wants.
Stage 2: Create your products and services.
Stage 3: Promote your products and services.
Stage 4: Obtain and evaluate feedback.
Key Marketing Vocabulary
- Monitor: Track the effectiveness of your advertising and promotional techniques.
- Advertise: Promote your products where your customers will see them.
- Research: Use questionnaires to find out what people want.
- Knowledge: Understanding your clients’ wants is essential in marketing.
- Tastes: Customer tastes and wants are the first thing you must determine.
- Identify: Determine your customer’s preferences through market research.
- Needs: Customer needs change over time, so products must adapt.
- Gear: Tailor your product towards your clients.
Verbs: (to) Gear, Let, Hope (to)
Promotion in Tourism
The four P’s of marketing:
Product, Price, Place, Promotion (advertising, PR, direct marketing, personal selling, sales promotion).
Useful Adjectives
- Beautiful: gorgeous, picturesque
- Big: large, enormous
- Cheap: economical, low-cost
- Expensive: exclusive, luxury
- New: innovative, modern
- Old: historic, ancient
- Small: diminutive, tiny
Promotional Techniques
- Advertising: stickers, posters, exhibitions, sponsorship, leaflets, billboards, publicity.
- Public Relations (PR): lobbying, receptions, trade fairs, press releases, talks, and presentations.
- Promotions: special offers, brochures, promotional videos, competitions, discounts.
Common Nouns
Campaign, expectation, marketing, opportunity, strength, threat, weakness.
Common Adjectives
Ancient, enormous, innovative, luxury, picturesque, promotional, tiny.
Common Verbs
Advertise, develop, evaluate, identify, improve, market, monitor, research.
Verb-Noun-Adjective Combinations
- To Brand – brand – branded
- Fascinate – fascination – fascinating
- Inspire – inspiration – inspiring
- Perceive – perception – perceptive
- Quantify – quantification – quantitative
- Rate – rating – rated
- Track – tracking – tracked
- Shade – shading – shaded
- Welcome – welcome – welcoming
Descriptive Adjectives
- Hills: rolling, gentle, undulating
- Hotels: low-rise, spacious, well-appointed
- Village: quaint, old-world, charming
- Atmosphere: relaxed, carefree, welcoming
- Mountains: spectacular, soaring, majestic
- Views: unspoiled, striking, panoramic
- City: ruined, medieval, bustling
- Beach: secluded, safe, uncrowded
Activities
Relaxing, entertaining, exhilarating.
Sports Facilities
Golf course, Bowling alley, Football court, Volleyball pitch, Ski run, Athletics track, Camp site, Ice-skating rink.
Hotel Guest Service Definitions
- To allocate: To give a guest a specific room.
- Identification: e.g., a driving license, a passport, an ID card, etc.
- Guest history: A computer file that shows details of a client’s previous stays in a hotel.
- Key card: A plastic card with a magnetic strip for opening a door.
- Preferences: e.g., smoking or non-smoking room, inside or outside room, near the lift, etc.
- Room rack: The computer screen or board that shows which rooms are free.
- Registration: A card showing details of a guest’s stay in a hotel.
- Walk-in: A chance guest; someone who arrives without a room reservation.
- Guest status: The level of importance a guest has for a hotel.
- To swipe: To pass a credit card through a terminal to register the card details.
- VIP: An important guest; either a regular (VIP 2) or a special guest (VIP 1).
- Voucher: A paper document to show that a guest has already paid for a room.
- To Warrant: To guarantee.
- To Abide By: To respect.
Punctuation and Symbols
. (full stop), ! (exclamation mark), ? (question mark), , (comma), & (and), – (dash), ; (semicolon), / (forward slash), \ (backslash), ( ) (parenthesis), [ ] (brackets), $ (dollar), £ (pound), € (euro), @ (at), .com (dot com), 0.03 (point), # (pound/hashtag), _ (low bar).