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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 Six: Social Media Marketing

← 70 | 71 → CHAPTER SIX

Extract

In the last two decades, the use of technology has completely transformed the process of communication. Laptop computers, smart phones, tablets, and other electronic devices have had an astounding impact on how people consume, process, and share information. Not surprisingly, businesses have scrambled to adapt to this constantly changing landscape by trying to figure out ways to reach out to consumers through technology. For the attractions industry, this has resulted in new strategies for public relations and marketing that make the consumer an active part of the promotion process.

This chapter takes a look at the role technology plays in the promotion of tourism attractions. It discusses how the proliferation of social media has resulted in the need for new strategies in communicating with an attraction’s audiences. As is typical with the changing nature of technology, some of what is covered here will continue to evolve as new products and developments influence the market.

Although social media marketing is a relatively new phenomenon, the increasing number of social media platforms has made it an essential part of doing business today. This is only likely to increase as new platforms emerge, and the creation of additional devices for communication continues to explode.

← 71 | 72 → Social media marketing is a form of outreach intended to fuel consumer interest by engaging consumers in the communication process. As reporter Suzy Knauf explains, “The ultimate goal with social media is to increase brand awareness, drive fan/follow acquisition and maintain...

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