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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 Seven: Sales Promotions and Merchandising

← 84 | 85 → CHAPTER SEVEN

Extract

Sales promotions and merchandising are additional segments of the communications mix that can be used to generate attraction customers. Sales promotions rely on incentives and other short-term practices to stimulate business. They can give attractions a boost during off-peak periods or during tight economic times when business may be lagging.

Merchandising involves the sale of attraction-related products that bring in added revenue. Customers often want to take a souvenir of an attraction home with them as a reminder of their positive experiences. Attractions can cater to this interest by providing visitors with a wide range of merchandise options.

This chapter looks at different kinds of sales promotions and how they can be implemented by tourism attractions. It also examines the role merchandising plays in helping to promote attractions.

Sales promotions are a way of enhancing business and generating new customers through the use of short-term incentives. These incentives might include coupons, discounts, contests, and sweepstakes, to name just a few. According to author Alastair Morrison, “The potential of sales promotions is in creating almost immediate sales increases, which are especially helpful during off-peak periods.”1

Sales promotions are ideal for stimulating sales, getting customers to try new products and services, bringing in new customers, and encouraging repeat business from previous visitors. ← 85 | 86 → They can be geared toward individual consumers or toward third parties like travel agents or tour operators who have access to potential customers. While they may prove immediately popular...

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