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Attracting Attention

Promotion and Marketing for Tourism Attractions

Andi Stein

From theme parks and museums to zoos and aquariums, attractions draw millions of visitors each year. Regardless of type, they all share one common denominator – they are intended to provide visitors with memorable experiences. This book offers information about how to promote and market tourism attractions for maximum results. It looks at different approaches, strategies, tools, and techniques marketers can use when promoting their organizations to the public. Topics include advertising and marketing; media relations; social media marketing; sales promotion and merchandising; special events; guest relations and customer service; employee relations; crisis communications; and social responsibility and sustainability. In addition, it includes a variety of examples from attractions that have implemented successful promotion and marketing activities.
Whether in the form of a news story, television commercial, brochure, website, Facebook posting, or special event, promotion and marketing have the potential to show customers the possibilities that await them. This book addresses the many different ways to reach this potential. It explains how to make the most of promotion and marketing to bring people into an attraction and keep them coming back for more. Attracting Attention offers valuable information for practitioners and for students enrolled in tourism, hospitality management, marketing, and communications programs. It is a handy resource for those working for attractions and tourism-related organizations.
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This book was inspired by a Marketing/Communications roundtable session I attended at the IAAPA Attractions Expo in 2012. Thanks to those who shared their stories and experiences and highlighted the valuable contributions they make to the promotion and marketing of tourism attractions.

I am especially appreciative to the following individuals for their insightful observations and comments about the attactions industry: Kathy Burrows, Hershey Entertainment & Resorts; Tina Hatcher, 3i Advertising/Public Relations; and Matt Heller, Performance Optimist Consulting.

Many thanks to Jeff Filicko and Kennywood Amusement Park for the fabulous cover photo and additional pix.

Thanks also to Katie Frassinelli, National Corvette Museum, and Mark Hoewing, Give Kids the World, for the photos they contributed.

A big thank-you goes to Bernadette Shade, director of production, Peter Lang Publishing, for all her work on the book’s production.

Finally, I offer my heartfelt thanks to Mary Savigar, senior acquisitions editor, Peter Lang Publishing, who has been so supportive of my work and who has steadfastly encouraged me to keep writing books. ← ix | x →

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