ABSTRACT
The hospitality and tourism industry is one of the world’s most important and also most fragmented industries, with a large number of small businesses. Marketing strategies are at the heart of success of businesses that vary from hotels, airline companies and tour operators to travel agencies, food and beverage companies, etc. As one of the significant elements of the marketing mix, “promotion” describes all marketing communication activities focusing on informing target audiences on the features of particular products or services, developing attractive offers for target groups, raising customer awareness of a product or service, positioning the company in a favorable light in the eyes of customers, and generating sales and creating brand loyalty as a consequence. In this chapter, promotion is examined in terms of its concept, objectives, and tools and practices applied in the hospitality and tourism industry.
