TOURISM & HOSPITALITY MARKETING

& COMMUNICATION PROCESS

LEARNING OBJECTIVES:
• Explain the communication process using the
models and theories and its relationship to marketing
• Identify communication models relevant to the
marketing process
• Explain the impact of culture in the marketing
process
• Describe communication challenges and problems
and how to avoid it.
 INTRODUCTION

• The marketing process seeks to

inform, persuade, and bring
consumers into action.
Information and Persuasion are
mainly achieved through
communication.
COMMUNICATION
• Communication is defined as
transmitting, giving, or
exchanging information using
oral or written means. Hence,
marketing and communication
go hand in hand.
HOW
COMMUNICATION
WORKS?
AIDA MODEL
• The AIDA Model identifies
cognitive stages an individual goes
through during the buying process
for a product or service. It's a
purchasing funnel where buyers
go to and from at each stage, to
support them in making the final
purchase.
 AIDA MODEL
• Awareness: creating brand awareness or affiliation
with your product or service.
• Interest: generating interest in the benefits of your
product or service, and sufficient interest to
encourage the buyer to start to research further.
• Desire: for your product or service through an
'emotional connection', showing your brand
personality. Move the consumer from 'liking' it to
'wanting it'.
• Action: CTA - Move the buyer to interact with your
company and taking the next step ie. downloading a
brochure, making the phone call, joining your
 AIDA MODEL
• Awareness: How do we make buyers aware
of our products or services? What is our
outreach strategy? What is our
brand awareness campaign? Which tools or
platforms do we use? What should the
messages be?
• Interest: How will we gain their interest?
What is our content strategy? Social proof
available to back up our reputation? How do
we make this information available and where
AIDA MODEL
• Desire: What makes our
product or service desirable? How do we
interact personally to make an emotional
connection? Online chat? Immediate response
to Twitter feed? Share tips and advice?

• Action: What are the call to actions and where

do we place them? Is it easy for consumers to
connect and where would they expect to find it?
Think about which marketing channel/platform
you are using and how to engage ie. across
emails, website, landing pages, inbound phone
MODELS OF
COMMUNICATION
Harold Lasswell’s
SMCRE Model
Harold Lasswell’s SMCRE Model
​ asswell’s communication model was
L
developed by communication
theorist Harold D. Lasswell (1902-
1978) in 1948. Lasswell’s model of
communication (also known as action
model or linear model or one way model
of communication) is regarded as one the
most influential communication model.
Harold Lasswell’s SMCRE Model
• The communication process
begins when the source select
words, symbols, pictures etc. to
represent message that will be
delivered to the receiver.
• The message can be verbal or
non-verbal, oral or written, or in
symbolic form.
• Control analysis helps the sender to have all the
power.
• Content analysis is associated to stereotyping and
representation of different groups politically. It is
also related to the purpose or the ulterior motives of
the message.
• Media analysis represents which medium should be
used to exercise maximum power against the
receivers.
• Audience analysis shows who are the target
population to be manipulated or brain-washed.
• Effect analysis is done before the process starts. It is
used to predict the effect of message over the target
population to be exploited.
Harold Lasswell’s SMCRE Model
• Encoding is the process by which
thoughts are expressed in the form
of words, symbols, pictures, and
gestures.
• Decoding is the process of
transforming the sender’s message
into the receiver’s thought. How the
message is received and
understood is heavily influenced by
Shannon and
Weaver’s
Mathematical Model
 Shannon and Weaver’s
Mathematical Model
• Shannon and Weaver describe
communication as a linear process. The
process begins with the information
source, which produces a message or a
set of message to be transmitted.
• The signal are then adapted into a
channel (affected by noise interference
which may alter how message is
received) that leads to the receiver, which
then reconstruct the message to reach
Shannon and Weaver’s
Mathematical Model
 Concept in Shannon and Weaver Model of
Communication

• Sender (Information source) –

Sender is the person who makes the
message, chooses the channel and
sends the message.
• Encoder (Transmitter) –Encoder is
the sender who uses machine, which
converts message into signals or
binary data. It might also directly refer
to the machine.
•
 Concept in Shannon and Weaver Model of
Communication

• Decoder (Receiver) – Decoder is the

machine used to convert signals or binary
data into message or the receiver who
translates the message from signals.
• Receiver (Destination) –Receiver is the
person who gets the message or the place
where the message must reach. The
receiver provides feedback according to the
message.
• Noise –Noise is the physical disturbances
like environment, people, etc. which does
Berlo’s SMCR
Communication
Model
 Berlo’s SMCR
Communication Model
• In 1960, David Berlo postulated Berlo’s
Sender-Message-Channel-Receiver
(SMCR) model of communication from
Shannon Weaver’s Model of Communic
ation
(1949).
• He described factors affecting the
individual components in the
communication making the
 Berlo’s SMCR
Communication Model
• The model also focuses on encoding and
decoding which happens before sender
sends the message and before receiver
receives the message respectively.
• Berlo’s Model has mainly, four
components to describe the
communication process. They
are sender, message, channel and receiv
er. Each of the component is affected by
 Components of Berlo’s
Communication Model
S -Sender
• Sender is the source of the
message or the person who
originates the message. The person
or source sends the message to the
receiver. The following are the
factor related to sender and is also
 Components of Berlo’s
Communication Model
• Communication Skills
Communication skills of a person is a factor that affects
the communication process. If the sender has good
communication skills, the message will be
communicated better than if the sender’s
communication skills are not good. Similarly, if the
receiver can not grasp the message, then the
communication will not be effective. Communication
skills include the skills to speak, present, read, write,
listening, etc.
• Attitude
The attitude of the sender and the receiver creates the
effect of the message. The person’s attitude towards
 Components of Berlo’s
Communication Model
• Knowledge
Familiarity with the subject of the message makes the
communicated message have its effect more. Knowledge on
the subject matter makes the communicator send the message
effectively.
• Social Systems
Values, beliefs, laws, rules, religion and many other social
factors affect the sender’s way of communicating the message.
It creates difference in the generation of message. Place and
situation also fall under social systems.
• Culture
Cultural differences make messages different. A person from
one culture might find something offensive which is very much
accepted in another culture.
 Components of Berlo’s
Communication Model
M-Message
• A message is the substance that is
being sent by the sender to the
receiver. It might be in the form of
voice, audio, text, video or other
media. The key factors affecting the
message are
 Components of Berlo’s
Communication Model
• Content
Content is the thing that is in the message. The whole message
from beginning to end is the content.
• Elements
Elements are the non verbal things that tag along with the content
like gestures, signs, language, etc.
• Treatment
Treatment is the way in which the message is conveyed to the
receiver. Treatment also effects the feedback of the receiver.
• Structure
The structure of the message or the way it has been structured or
arranged, affects the effectiveness of the message.
• Code
Code is the form in which the message is sent. It might be in the
form of language, text, video, etc.
 Components of Berlo’s
Communication Model
C-Channel
• Channel is the medium used to send the
message. In mass communication and other forms
of communication, technical machines might be
used as a channel like telephone, internet, etc. But
in general communication, the five senses of a
human being is the channel for the communication
flow and it affects the effectiveness of the channel.
 Components of Berlo’s
Communication Model
• Hearing – We receive the message through
hearing.
• Seeing – We perceive through seeing. We also
get non-verbal messages by seeing.
• Touching – Many of the non-verbal
communication happens from touching like
holding hands.
• Smelling – We collect information from smelling.
• Tasting – Taste also provides the information to
be sent as a message.
 Components of Berlo’s
Communication Model
R- Receiver
• Receiver is the person who gets the message sent
in the process. This model believes that the
thinking pattern and all other factors mentioned
above must be in sync to that of the sender for the
communication to be effective. The message
might not have the same effect as intended if the
receiver and sender are not similar. The receiver
must also have a very good listening skill. Other
factors are similar to that of the sender.
Osgood and Schramm’s
Model of Communication
 Osgood and Schramm’s
Model of Communication
• Osgood-Schramm’s Model of communication is
dynamic in nature. It veers away from the linear
models of previous communication scholars.

• ENCODE (sender) is able to send a message to a

DECODER (receiver) who interprets the message and
sends feedback to the original message sender.

• A Sender and Receiver can easily switch roles.

Interpretation of the message is also an important
element.
Osgood and Schramm’s
Model of Communication
 Osgood and Schramm’s
Model of Communication
It is a Circular Model, so that communication is something
circular in nature

Encoder – Who does encoding or Sends the message (message

originates)
Decoder – Who receives the message
Interpreter – Person trying to understand (analyses, perceive) or
interpret

Note: From the message starting to ending, there is an

interpretation goes on. Based on this interpretation only the
message is received.
Two-Step Flow
Communication
Two-Step Flow Communication
Two-Step Flow Communication
ROLE OF OPINION LEADERS

• Opinion Leader is a leader for a certain group

who gives details and information to lesser
active persons in the group.

• In office, the managing director is an opinion

leader and in public, a political leader is an
opinion leader. They interpret the information
to their own group. But one thing the Opinion
leader is a leader only for their own group not
for all.
ROLE OF
MARKETING
COMMUNICATION
MARKETING COMMUNICATION
Marketing communication has a vital role
in brand building in the market. Mass
media advertising, personal selling, public
relations, publicity and sales promotion –
are the various communication tools that
a marketer generally uses to address the
communication problem which the brand
faces in the market and as a part of
product promotion.
MARKETING COMMUNICATION
• The primary goal of marketing
communication is to reach a
defined audience.

• Marketing communication
acquires new customers for
brands by building awareness
and encouraging trial.
MARKETING COMMUNICATION
• Communication plays a very
important role in delivering tourist
satisfaction.

• A secondary goal of marketing

communication is building and
reinforcing relationships with
customers, prospects, retailers, and
other important stakeholders.
COMMUNICATION
PROBLEMS
COMMUNICATION PROBLEMS

1. Language Barriers
2. Varied connotation of
words, signs, and symbols.
3. Cultural differences
4. Faulty word choices
5. Mistranslations