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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 Nine: Guest Relations and Customer Service

← 116 | 117 →CHAPTER NINE

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Despite the number of advertisements, press releases, or sales promotions an attraction produces, if people don’t have a good experience during their visit, all that effort is lost. A big part of an organization’s promotion and marketing strategy also depends on the relationships it builds with both its external and internal publics.

Up to this point, this book has focused on what’s involved in making audiences aware of and bringing them into a tourism attraction. Once they’re there, however, attraction personnel need to work equally hard to make people happy and keep them coming back. This can be accomplished by gaining an understanding of what guests want and need from an attraction and by creating a culture of service to meet these needs.

This chapter addresses the important roles guest relations and customer service play in the success of a tourism attraction. It also offers suggestions on what attractions can do to ensure their customers’ experiences are memorable ones.

“When someone is engaged with your business, they have invested their heart in your business,” explain authors Carol Wain and Jay Conrad Levinson.1 From a guest relations perspective, there are many things attractions can do to reassure visitors that their investment was a smart one.

A first step in developing a solid relationship with guests is to understand what they want, explains Matt Heller of Performance Optimist Consulting. When customers plan a vacation, ← 117 | 118 → he says, they have certain expectations. “On some...

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