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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 Twelve: Social Responsibility and Sustainability

← 160 | 161 →CHAPTER TWELVE

Extract

In today’s globally conscious society, many companies have begun adopting practices that reflect a commitment to corporate social responsibility (CSR) and sustainability. This involves implementing measures that can potentially have widespread implications for an organization and its customers. According to authors Timothy Coombs and Sherry Holladay, “CSR initiatives may focus on people and/or the natural environment. CSR initiatives can impact both simultaneously.”1

Within the attractions industry, being socially responsible can encompass implementing philanthropic projects, supporting local nonprofit organizations, and developing educational programs for the public, among other activities. From a sustainability perspective, it may involve the creation of practices designed to conserve energy, reduce waste, and contribute to the long-term health of the environment.

Just as an organization’s handling of a crisis can have an impact on its public image, as noted in the previous chapter, an attraction’s approach to business can also influence how the public perceives the organization. “A corporation with a strong positive reputation for CSR initiatives can distinguish itself from the crowd of competitors,” note Coombs and Holladay.2 While this should not be the driving force behind a company’s commitment to social responsibility and sustainability, it can be integrated into the attraction’s communications efforts.

This chapter looks at different ways attractions can develop socially responsible and sustainable business practices designed to benefit their communities and the environment. It also addresses various means of communicating these actions to the public.

Corporate social responsibility is a means for an...

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