Show Less
Restricted access

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.
Show Summary Details
Restricted access

Chapter Ten: Employee Relations

← 130 | 131 → CHAPTER TEN


Employees are the heart and soul of any organization. As Matt Heller of Performance Optimist Consulting explains, in the attractions industry, “They’re the ones who are running your business.”1 Just as a culture of service is ideal for promoting good customer relations, establishing what Victor Middleton, et al. call an “internal marketing” program is equally important for developing effective employee relations.

“Internal marketing…is a logical extension of the marketing mix considerations to recognize that the employees of an organization are stakeholders too. Marketing is as applicable to internal audiences within a company as to prospective customers and others outside it.”2 Management consultant Shaun McKeogh suggests that attractions should think of their employees as brand ambassadors because they serve as the face of an attraction’s brand. “What your team members individually say and do while representing your attraction as your brand ambassadors is critical to your business success.”3

Attractions need to ensure their employees serve as the best brand ambassadors they can possibly be. To achieve this, author Lee Cockerell recommends promoting a culture of inclusiveness, one where all employees feel appreciated and valued. “When everyone matters and everyone knows he or she matters, employees are happy to come to work, and they’re eager to give you their energy, creativity, and loyalty.”4

Ultimately, the goal of an attraction’s employee relations efforts should be to promote enthusiastic, motivated, and productive employees who have a strong sense of commitment to their jobs...

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.