Promotion and Marketing for Tourism Attractions
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.
Chapter Ten: Employee Relations
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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...
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