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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 Three: Attraction Development

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Although it may sound simplistic, the key to effective attraction promotion and marketing is to start with the well-planned creation and development of the attraction itself. A successful attraction depends on an innovative idea and ample resources to develop, construct, promote, and maintain it.

The right amount of research and planning can be instrumental in guiding the attraction development process. It can ensure the attraction is viable and designed to reach its intended audiences. Research can gauge customer interest and shed light on factors such as existing competition and industry trends. Planning can help with the process of attraction design, financing, management, and marketing, among other elements.

Attraction development covers a wide range of approaches, ranging from creating an attraction from the ground up to reconfiguring an existing attraction and making it seem like new. This chapter examines the factors that need to be taken into consideration when planning a successful attraction as well as the different approaches used to develop them.

At the core of a successful attraction is a good idea. This can be a brand new concept that is different from what competitors are offering. It might be a twist on an already existing attraction that gives it a fresh look and infuses it with an element of newness. A good idea provides a starting point for the design, implementation, and promotion of an attraction. It can generate enthusiasm among those working on the attraction’s development as well as customers anticipating...

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