| Summary: | Background Promotional techniques are used to make prospective customers aware of products, to whet their appetites, and stimulate demand; they also provide information to help customers decide. In the promotional process the selection and the use of the tools is crucial. Nowadays the tourism industry is extremely challenging. Tourism has evolved during the latter half of the 20th century from a marginal and locally significant activity to a widely dispersed economic giant. Many aspects of tourism promotion have been developed these last years to attract new customers. Purpose The purpose of this study is to outline and analyse the use and the construction of three promotional tools (advertising, Public Relations, printed materials), and find out their goals. These three promotional tools are represented by TV commercials, press releases and brochure. Method This study was conducted using the case study method. It is based on primary data. These data are coming from a questionnaire, from the internet and from one printed material. The applied theoretical frames of references are about the use and goals of the three promotional tools and also about models for the analysis of the construction of the latter. Conclusion By answering the research questions this thesis presents first the comparison results between the frames and the data concerning the use of the three promotional tools. Then the main aspects of the construction of the tools are showed. And finally their goals coming from the frames and the data are presented and compared.
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