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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 Eleven: Crisis Communications

← 146 | 147 →CHAPTER ELEVEN

Extract

No matter how well managed an attraction may be, there is always a possibility that something can go terribly wrong. Accidents, natural disasters, and scandals can all turn a perfectly normal day at an attraction into one mired in chaos, uncertainty, and, occasionally, tragedy. When that happens, marketing communicators may suddenly need to become crisis communicators.

An organizational crisis is an unexpected occurrence that causes major disruption and upheaval to normal operations of a business. Crises usually occur very suddenly and may take a fair amount of time and energy to resolve, as authors David Guth and Charles Marsh explain.

The difference between a problem and a crisis is a matter of scope. Problems are commonplace occurrences and fairly predictable. They usually can be addressed in a limited time frame, often without arousing public attention or without draining an organization’s resources. On the other hand, crises tend to be less predictable. They require a considerable investment of time and resources to resolve and often bring unwanted public attention.1

Additionally, if a crisis is not handled properly from a communications standpoint, the aftermath of the crisis may linger long after the issue itself has been resolved.

This chapter looks at the different kinds of crises that can affect tourism attractions. It examines the impact a crisis can have on an attraction and offers tips on how those in communications roles can successfully manage and weather the storm.

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