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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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Chapter Two: Types of Attractions

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Tourism attractions come in a variety of shapes and sizes and appeal to different types of audiences. They can range from large-scale venues like national parks, which attract millions of visitors each year, to small, specialized locales such as offbeat museums that have a core of followers interested in a particular collection.

Some attractions are designed to excite and dazzle customers with their jaw-dropping thrill rides and effects-laden shows. Some focus on educating their audiences, providing them with a sense of history or an appreciation for art or culture. Still others hold appeal because of their ability to evoke nostalgic memories or impress visitors by their sheer beauty or grandeur.

Depending on the nature of an attraction, the promotional activities used to bring visitors to these sites may be tailored to appeal to these varied audiences. This chapter offers a description of different types of attractions and provides examples of promotional activities that have proven successful with these venues.

Cultural and educational attractions have the ability to both educate and entertain their audiences. They encompass museums, zoos, aquariums, science centers, and galleries, to name just a few. These venues are often promoted as ideal destinations for families, as they offer something for people of all ages.

← 11 | 12 → Figure 2.1: Visitors to the Route 66 Museum in Clinton, Okla., have a chance to learn about “The Main Street of America.”(Photo Credit: Andi Stein)

Museums have evolved over...

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