Tourism Marketing Tools, Electronic and Print Media for SS 3

Class: SS 3
Term: First Term
Week: 4
Age: 17 years
Duration: 60 minutes
Subject: Tourism
Topic: Marketing tools in tourism
Subject Matter: Television; Radio; Print media; Newspapers; Magazines; Journals; Publications
Previous Lesson: Meaning and Strategies of Tourism Marketing

Specific Objectives

By the end of the lesson, pupils/students should be able to:

Cognitive Domain

• Identify television and radio as electronic media for tourism marketing.
• List various print media used in tourism marketing.
• Describe how television is used to promote tourism.
• Explain the role of radio in tourism marketing.
• Differentiate between newspapers, magazines, and journals as tourism marketing tools.
• State the importance of publications like brochures and flyers in tourism promotion.

Affective Domain

• Appreciate the diverse ways tourism businesses reach their target audience.
• Value the strategic use of different media for effective tourism promotion.

Psychomotor Domain

• Present examples of tourism advertisements from electronic and print media.

Social Domain

• Discuss with peers the effectiveness of different media in promoting specific tourist destinations.

Reference Materials

The following resources were used in planning this lesson:

• 2014 Senior Secondary Education Curriculum (SSEC)
• Relevant State Unified Scheme of Work
• A suitable Senior Secondary Tourism textbook
• FCT ERC/NAPPS Scheme of Work

Instructional Materials

The teacher will teach this lesson with the aid of:

• Charts displaying different types of media.
• Examples of tourism advertisements from newspapers, magazines, and brochures.
• Audio clips of radio tourism jingles (if available).
• Pictures or short video clips of tourism TV adverts (if available).

Rationale for the Lesson

Understanding tourism marketing tools is fundamental for students aspiring to work in the tourism industry. This lesson provides insight into how electronic and print media are strategically employed to attract tourists, enabling learners to grasp the practical applications of marketing principles in a real-world context. It equips them with knowledge essential for developing effective promotional campaigns for various tourism products and destinations.

Prerequisite/Previous Knowledge

Pupils/students should have a basic understanding of marketing concepts and the general idea of tourism promotion.

Lesson Content/Board Summary

Marketing Tools in Tourism: Electronic and Print Media

Electronic Media as Tourism Marketing Tools

Electronic media refers to communication channels that transmit information electronically. In tourism, these tools leverage technology to reach a wide audience quickly and effectively.

Television

Television is a powerful visual medium for tourism marketing. It allows for the display of vibrant images, videos, and sounds that can evoke emotions and create a strong desire to visit a destination. Its wide reach makes it suitable for mass marketing campaigns.

Uses of television in tourism marketing:

1. Visual Storytelling: Showcasing the beauty of destinations, activities, and cultural experiences through high-quality video footage.
2. Brand Building: Creating a strong brand image for destinations, hotels, or tour operators.
3. Mass Reach: Reaching a large and diverse audience, both locally and internationally.
4. Emotional Connection: Using music, narration, and compelling visuals to create an emotional appeal.
5. Targeted Advertising: Placing adverts during specific programmes watched by target demographics (e.g., adventure travel ads during sports programmes).

Radio

Radio is an audio-based electronic medium that reaches listeners through sound. It is a cost-effective tool, especially for targeting local or regional audiences, and can be consumed while people are engaged in other activities.

Uses of radio in tourism marketing:

1. Local and Regional Reach: Effective for targeting specific geographical areas with relevant tourism offers.
2. Cost-Effectiveness: Generally less expensive than television advertising, making it accessible for smaller tourism businesses.
3. Repetition and Recall: Jingles and memorable slogans can be used to increase brand recall.
4. Promoting Events and Offers: Announcing special packages, events, or last-minute deals.
5. Building Imagery: Using descriptive language, sound effects, and music to paint a picture of a destination or experience in the listener’s mind.

Print Media as Tourism Marketing Tools

Print media involves the use of physical paper-based materials to convey marketing messages. Despite the rise of digital media, print still holds significant value for certain tourism marketing objectives, offering tangibility and credibility.

Newspapers

Newspapers are daily or weekly publications that provide news, articles, and advertisements. They are effective for reaching a broad local or national audience and are often consulted for immediate information.

Uses of newspapers in tourism marketing:

1. Wide Readership: Reaching a large general audience, including potential tourists.
2. Timely Promotions: Ideal for advertising time-sensitive offers, events, or seasonal packages.
3. Local Focus: Community newspapers are excellent for promoting local attractions and events to residents and nearby visitors.
4. Travel Sections: Many newspapers feature dedicated travel sections, attracting readers already interested in travel.
5. Classified Ads: Cost-effective for smaller advertisements like hotel vacancies or tour services.

Magazines

Magazines are periodic publications, often glossy and visually appealing, catering to specific interests or demographics. They have a longer shelf life than newspapers and are known for high-quality content and imagery.

Uses of magazines in tourism marketing:

1. Targeted Audience: Specialised travel magazines, lifestyle magazines, or hobby magazines allow tourism marketers to reach specific niche markets (e.g., adventure travellers, luxury tourists).
2. High-Quality Visuals: Excellent for showcasing destinations with stunning photography, enhancing appeal.
3. Longer Shelf Life: Magazines are kept for longer periods, allowing for repeated exposure to advertisements.
4. Credibility: Advertising in reputable magazines can lend credibility to a tourism brand or destination.
5. In-depth Content: Feature articles about destinations can provide detailed information and inspiration.

Journals

Journals are academic or professional publications that focus on specific fields of study or industries. In tourism, they are primarily used for B2B (business-to-business) marketing or for reaching industry professionals and researchers.

Uses of journals in tourism marketing:

1. Industry Professionals: Reaching tour operators, travel agents, hotel managers, and other stakeholders within the tourism sector.
2. Research and Development: Publishing articles on tourism trends, market research, and destination development to inform industry decisions.
3. Niche Marketing: Targeting very specific segments of the tourism industry with specialised products or services.
4. Credibility and Authority: Establishing a brand’s expertise and leadership within the industry.

Publications (Brochures, Flyers, Guidebooks)

This category encompasses a variety of printed materials designed for direct distribution and detailed information sharing. They are essential for providing comprehensive details about tourism products and services.

Uses of publications in tourism marketing:

1. Brochures: Detailed leaflets providing information about destinations, hotels, tours, and attractions. They are often distributed at travel fairs, information centres, or direct mail.
2. Flyers: Single-page advertisements used for quick promotions, events, or specific offers. They are easily distributed in high-traffic areas.
3. Guidebooks: Comprehensive books offering detailed information about destinations, including maps, attractions, accommodation, dining, and cultural insights. They serve as valuable resources for travellers planning their trips.
4. Direct Information: Providing specific details that might not fit into shorter advertisements.
5. Tangibility: Travellers can pick them up, read them at their leisure, and share them with others.
6. Call to Action: Often include contact details, booking information, and QR codes to encourage immediate action.

Teaching Methods/Instructional Techniques

Discussion, Explanation, Question and Answer, Demonstration, Group Work, Visual Aids.

Instructional Procedures

Step 1: Introduction

Time: 5 minutes

Teaching Skill: Engaging/Recalling

Teacher’s Activity: The teacher greets the pupils/students and asks them to recall what they learned about general marketing in tourism. The teacher then introduces the topic: “Marketing tools in tourism: Electronic and Print Media.”

Pupils’ Activity: Pupils/students respond to questions about previous lessons and listen attentively to the introduction.

Learning Point: Introduction to topic

Step 2: Electronic Media – Television

Time: 10 minutes

Teaching Skill: Explanation/Demonstration

Teacher’s Activity: The teacher explains what electronic media is and focuses on television as a marketing tool. The teacher shows examples of tourism TV adverts (pictures or short clips if available) and discusses how they promote destinations.

Pupils’ Activity: Pupils/students observe the examples, ask questions, and contribute ideas on how TV adverts influence them.

Learning Point: Television as marketing tool

Step 3: Electronic Media – Radio

Time: 8 minutes

Teaching Skill: Explanation/Discussion

Teacher’s Activity: The teacher explains the role of radio in tourism marketing, highlighting its reach and cost-effectiveness. The teacher may play a short audio clip of a tourism jingle or describe one.

Pupils’ Activity: Pupils/students listen to the explanation and audio, discussing the impact of radio jingles.

Learning Point: Radio in tourism marketing

Step 4: Print Media – Newspapers and Magazines

Time: 10 minutes

Teaching Skill: Explanation/Comparison

Teacher’s Activity: The teacher introduces print media and discusses newspapers and magazines as marketing tools. The teacher displays examples of tourism adverts from actual newspapers and magazines, comparing their features and target audiences.

Pupils’ Activity: Pupils/students examine the print examples and discuss the differences and similarities in their use for tourism promotion.

Learning Point: Newspapers and magazines

Step 5: Print Media – Journals and Publications

Time: 7 minutes

Teaching Skill: Explanation/Elaboration

Teacher’s Activity: The teacher explains the specific roles of journals in reaching industry professionals and the broader category of publications (brochures, flyers, guidebooks) for detailed information and direct distribution. The teacher shows examples of brochures and flyers.

Pupils’ Activity: Pupils/students observe the examples and understand the distinct purposes of these print materials.

Learning Point: Journals and publications

Step 6: Group Discussion on Effectiveness

Time: 5 minutes

Teaching Skill: Facilitation/Collaboration

Teacher’s Activity: The teacher divides the class into small groups and asks them to discuss which media (electronic or print) would be most effective for promoting a specific Nigerian tourist destination (e.g., Obudu Cattle Ranch, Yankari Game Reserve) and why.

Pupils’ Activity: Pupils/students engage in group discussions, sharing their opinions and justifying their choices.

Learning Point: Media effectiveness discussion

Step 7: Evaluation/Review

Time: 5 minutes

Teaching Skill: Questioning/Assessment

Teacher’s Activity: The teacher evaluates the learning by asking the following questions:

1. Name two electronic media used in tourism marketing.
2. How does television promote a tourist destination?
3. List three types of print media used in tourism.
4. What is the main difference between a newspaper and a magazine for tourism advertising?

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Assessment of understanding

Step 8: Note-Taking

Time: 10 minutes

Teaching Skill: Guided Writing

Teacher’s Activity: The teacher guides pupils/students to copy the essential Board Summary notes on electronic and print media marketing tools into their notebooks.

Pupils’ Activity: Pupils/students copy the notes carefully into their notebooks.

Learning Point: Recording lesson notes

Step 9: Conclusion

Time: 5 minutes

Teaching Skill: Summarising/Reinforcement

Teacher’s Activity: The teacher summarises the key points of the lesson, reiterating the importance of both electronic and print media in a comprehensive tourism marketing strategy. The teacher encourages pupils/students to observe tourism advertisements in their daily lives.

Pupils’ Activity: Pupils/students listen to the summary and ask any final clarifying questions.

Learning Point: Consolidation of concepts

Continuous Assessment/Further Study

Type: Homework/Project

Instruction: Research and collect examples of tourism marketing materials. For each example, identify the type of media and explain how it aims to attract tourists.

1. Find one example of a tourism advertisement from a newspaper or magazine.
2. Describe a tourism advert you have seen on television or heard on the radio.
3. Collect a tourism brochure or flyer.
4. For each example, write a short paragraph explaining its target audience and message.

Lesson Keywords

• Electronic Media – Communication channels that transmit information via electronic means, such as television and radio.
• Print Media – Communication channels that use physical paper-based materials, such as newspapers, magazines, and brochures.
• Television – An electronic medium used for visual and audio advertising to a mass audience.
• Radio – An electronic medium used for audio advertising, often targeting local or regional audiences.
• Newspapers – Daily or weekly print publications used for timely, broad-reach advertising.
• Magazines – Periodic print publications, often glossy, targeting specific interests with high-quality visuals.
• Journals – Specialised print publications primarily for industry professionals or academic research.
• Publications – General term for printed materials like brochures, flyers, and guidebooks that provide detailed information.

Differentiation

For learners who may struggle, provide simplified examples and pre-highlighted sections in print materials. Encourage them to focus on identifying just one key feature for each media type. For advanced learners, task them with critically analysing the strengths and weaknesses of each media type for promoting a specific type of tourism (e.g., eco-tourism vs. luxury tourism) and proposing an integrated marketing campaign using a mix of these tools.

Suggested Lesson Videos

YouTube search for “tourism marketing electronic print media SS3”