SELF-LEARNING HOME TASK (SLHT)

Subject: Tourism Promotion Grade: 12 Quarter: 1 Week : 6

MELC: Obtain information on features of the destination and the general type of tourism products available
TLE_HETP9- 12DI-IIa-c-3

Name: _________________________Section _____________ Date________

School ________________________ District __________________________
Pre test
____purchase decision
____need or problem recognition
____evaluation of alternatives
____post-purchase decision
____information search
CONTENT
Information-Seeking Behavior of Customers
Customers seek information mainly to help in the decision-making
process. Travel tourism products are not regular purchases that people
commonly make. The purchases seldom relatively expensive and may not be
repeated in one's lifetime. Tourism product are considered to be high
involvement products. A high involvement product is expenses complex, and
unrepeatable. Decision-making in purchases of products such as these give
greater evaluation of alternatives. The more information one has, the better
decisions one make.
Purchase of expensive products is likely to go through a long and
detailed process canvassing between brands and suppliers, as well as
comparing product features. If the product commands a high price worth more
than one's monthly salary, one would surely make detailed comparisons before
finalizing any purchase. Travel products, home appliances, real-estate
properties fall under this category. Complex products are also difficult to
purchase. The difficulty may arise from understanding the features or details of
the product. Travel packages can be considered as a complex product mainly
due to the variety of products and services available. Technical products such
as electronic gadgets and computers are also considered complex with its many
features and technical terms. The unrepeatable nature of travel makes it a once-
in-a-lifetime purchase. With the novelty-seeking behavior of most tourists and
the high cost of travel, travel purchases may not be repeated or may be
infrequent. Hence, more careful scrutiny is exercised prior to purchase.
When one purchases travel products, sourcing of information is very
important. The availability of different sources of information both traditional
and new media sources helps the consumer arrive at a good decision. As a sales
person, one should be updated on all new information on one's products and
services, as well as that of competition. The ability of one's customers to find
information by themselves might be a consideration for them to come with
their own travel itineraries and not avail themselves anymore of one's services.
Also, with how fast information in the Internet changes, there is a need to keep
pace and be updated at all times. This section discusses the sources of
information one may use.
Traditional Sources of Information
Industry people
Industry experts such as travel agencies and tour operators, as well as
hotel sales representatives and travel bloggers are credible sources of
information. They can provide accurate industry updates and trends that may be
useful in one's decision-making.
Talking to other people
Aside from industry experts, other people who may not be in the
industry but have a wealth of experience in travel products such as frequent
travelers can be a rich source of information. The information they know will
be based on their personal experience. They can offer wise information and
practical tips on making travel packages really good.
Brochures
Property and product brochures are printed documents that provide
information that come from the service providers themselves. A brochure
provides specific product information such as location, special features, photos,
and testimonials.
Flyers
Flyers are simpler and cheaper forms of printed documents than
brochures. Often, it is a one-page sheet that has brief information that would
help create interest about the product offering. It may be distributed in strategic
locations and events where the target market is present.
Films and Documentaries
Audio-visual presentations such as films and short documentaries are also
good sources of information. Films using specific destinations for its location
shoots are effective ways of promoting a destination. Hollywood film
companies have used the Philippines for some movies. It is a good way for the
Philippines to gain prominence internationally.
Newspapers and Magazines
Information about existing sales promotions and current events are spread
to the public through newspapers and magazines. The use of press releases,
feature articles, and advertisements are the common ways information about
tourism products, services, and destinations are shared.
Billboards
Huge billboards can be seen in highly-populated areas in the Philippines.
They are good sources of new information and can instill high recall for
prospective consumers. Billboards are designed to be noticeable; hence, the use
of photos and big fonts. Information is brief and limited. Billboards are meant
to create interest; more information can be sought using other sources.
Television
Television still has the power over a huge number of people. It creates a
visual appeal of the product and generates positive emotions from its viewers.
K-Pop's success can be attributed to the numerous Korean novel as that were
shown in Philippine television. In the Philippines, Caramoan Islands increased
tourism activity a thousand fold due to the highly successful Survivor Series.
But again, information is limited to visual images. More specific information
can be gathered using other sources.
Travel Magazine
A travel magazine is a beautiful way of showing photographs and text
through its colored and visually-appealing pages on glossy paper. Information
can also be extensive since articles may be longer than any of the other
traditional sources mentioned earlier. Since the text is supported by
photographs, it is an effective way of getting information.
New Media Sources of Information
The presence of the Internet has allowed consumers to access
information in a greater degree. People are now faced not only with traditional
ways of sourcing information, but also with more ways to source travel
information. Digital media also allow consumers to source information directly
from suppliers and manufacturers. They can opt not to go through an agent or
intermediary. New media also allow consumers to communicate with other
customers through blogs.
The most popular new media information sources are social networks,
company and online travel agencies. websites, and online travel agencies
Social Media Networks
Social Media is the collective term used for online participatory
channels wherein networks are formed with news, videos, articles, and updates
submitted by its members. It also has the facility for members to interact with
one another. Facebook is currently the "King of Social Media" with more than
1 billion users. Other social media networks include YouTube, Twitter,
Blogspot, LinkedIn, WordPress, Instagram, Tumblr, Pinterest, Flickr, and
Snapchat. The social media networks are an effective way to get travel
information from actual users. The most effective tool for promoting tourism
products and services are through word-of-mouth. Social media is considered
to be the electronic version of word-of-mouth (e-wom). E-wom spreads out
faster and can become viral in a few minutes. Travel blogs can supply a lot of
detailed information that can be helpful to anyone trying to find as much
information as possible. Travel bloggers may have millions of followers and
can be quite influential in influencing travel decision making.
Company websites
 Are also effective sources of information; the consumer may
directly get information from the supplier. Airline websites, for example,
provide flight details and rates very efficiently. Product availability may also be
easily inquired from the sites. Due to the perishability of the tourism product,
rates easily vary based on time of purchase. Company websites may provide
real-time information on rates and product availability.
Online Travel Agencies (OTA)
Online travel agencies are Internet sites that consolidate various
travel products for easier search of alternatives and comparison of features and
rates. These sites include Expedia, Agoda, and Tripadvisor. If one is planning a
trip to Davao and is looking for a hotel to stay in, OTAs will supply you
information on hotels that will match the consumer's lifestyle, preferences, and
budget. It will also provide information such as ratings, reviews (both positive
and negative), and product availability.
Automated Information System
An automated information system is a combination of computer
hardware, computer software, data, or telecommunications that performs
functions such as collecting, processing, storing, transmitting, and displaying
information (Glossary of Defense Acquisition Acronyms and Terms 2012). In
the tourism context, online travel agency websites and airline websites for
online bookings may be considered as automated information systems.
Basic Steps in Operating an Automated Information System
1. Identify an automated system that is reputable and easy to navigate. There
are websites that consolidate information on various tourism products. A wide
array of hotel and resort rooms are available in sites such Hotels.com or
Tripadvisor.com.
2. Using search engines such as Google and Yahoo, type in your website of
choice.
3. Click your item of interest.
4. Encode the date of travel since prices normally vary depending on the date
of the booking as well as the date when the booking was made.
Points to Remember When Using Automated Information Systems
1. Online platforms are good places to research and compare product types,
availability, cost and other pertinent information.
2. Take time to read the comments posted by previous guests. This will help
give prospective clients ideas on what to expect from the service provider.
3. Prices are subject to change if booking has not been finalized.
4. Save the information in a separate file for easier reference in the future. This
may be done through copy-paste commands or print screen.
5. When using photos and information from websites to show to prospective
clients, always acknowledge the source and when it was accessed. This way, it
would be easy to get back to it in the future. Taking note of the date it was
accessed will help keep track of probable changes in the site the next time you
visit it.
6. Make sure you have encoded the accurate information before finalizing any
quote or making a booking.
Stages of Decision-Making
As a sales person, it is important to understand the stages customers go
through before arriving at a purchase decision. In high involvement products
such as travel products, stages in the buyer decision-making process are more
defined and could easily be identified. Decision making is made after
comparing many alternatives because the products are expensive, complex, and
possibly unrepeatable. The stages of the buyer decision-making process are (1)
need/problem recognition, (2) information search, (3) alternative evaluation,
(4) purchase decision, and (5) post-purchase evaluation.
1. Need/Problem Recognition A person usually buys a product because
there is a need for it or it provides a solution to a problem one has
encountered.
2. Information Search To satisfy the need or solve the problem, searching
for adequate information becomes the next stage. Different information
sources are available. These will be discussed in the succeeding section.
3. Alternative Evaluation Once information is available, the person
compares and contrasts the product features and rates of the different
 options available. A thorough review of the options available will help
the person arrive at a good decision whether to purchase or to continue
looking for alternatives. Price is not always the only consideration in
deciding what to buy.
4. Purchase Decision After a thorough evaluation of alternatives, a
purchase decision may already be made. This is the stage that is most
awaited by sales agents. At this stage, the person actually buys the
product/service.
5. Post-purchase Evaluation After purchase and actual use of the product,
the consumer makes an evaluation whether he/she is satisfied with his/her
purchase or not. In case he/she is satisfied, he/she can make a decision to
purchase again or, better, to recommend that his friends buy too.
POST-TEST
Identify whether the following traditional or new sources.
1. Newspapers
2. Onlie Travel Agencies
3. Film and Documentaries
4. Youtube
5. Facebook
6. Brochures
7. Televesion
8. Flyers
9. Travel Magazines
10. Blogsites
References: Cooper, Chris et al (2008). Tourism principles and practice 4th ed.
England: Pearson Education Limited.

Prepared by: BLESSILA C. LOPEZ

Subject Teacher