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8/12/2019 Group_2_Communication in the Tourism Industry
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Communication in the
Tourism Industry
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Tourism and Communication
Tourism:
Vacation, travel$6 trillion Industry225 million jobs
Wide and variedtarget audience
Differentcountries,culture, religion
Right communicationessential to reach out
to all
Communication plays a vital role in the Tourism industry:
Islands, Cities,Countries, Mountains,
Beaches
Effective Communication:
Send out the right information and message in the best way
Listen, observe and understand what the tourist have to say
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Importance of Communication inTourism
Offers tangible cues about the intangible experiences
Overarching role in Tourism being a service industry
Dependency on various modes of communication
Miscommunication may lead to neglects of the place and hence a great loss tothe economy
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Modes of Communication in Tourism
Modes ofcommunication
Television
Radio
Internet Word of Mouth
Billboard
Books
Brochures
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Incredible India campaign
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Effective communication in Tourism
Atithi Devo Bhavah campaign to communicate to masses about their socialresponsibility
Emphasize the historic sites, tourist attractions, and general sense ofexcitement and dynamism to western audiences
Choice of Brand ambassador communicates: Core Indian values, trust,credibility, esteem
Vibrant colour banners and advertisements showcased different aspects ofIndian culture like Festivals ,Cuisines and Clothing
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Khushboo Gujarat Ki
Choice of Amitabh Bachchan as a brand ambassador communicates: coreIndian values, trust, credibility, esteem
The soul of Gujarat- culture, language, tradition, heritage is embodied
Emphasis on uniqueness about the place
Turning point in Gujarat State Tourism
16% increase in overall tourists with 300% increase in foreign tourists in 3
years
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So where the bloody hell are you?
An example of controversial communication A$180m advertisement campaign launched in 2006 by
Tourism Australia
Controversy over use of the word bloody
Banned in Canada and bloody hell removed in Singapore
Intended to attract tourists from Japan, Germany and UK
But the no. of tourists decreased by 5.7%, 4.7%, 2.3% fromJapan, Germany and UK respectively
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Types of Cultural Communication
Cross cultural communication
International communication
Multicultural communication
Intercultural communication
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Two-way communication
Is it important to know what the tourist think?
To listen, understand and work on the problem areas
To keep the industry strong and going
To know the competitors
How?
Feedback forms
Tourist guides and agents
Complaint box
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Conclusion
Effective communication is required to send the right information in the rightmanner
Bad communication can have a huge negative impact
Communication in the Tourism industry is a Two-way communication
Communication plays a very important role in the Tourism Industry
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Thank You