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Leisure and Visitor Attraction Marketing
How do you define leisure and visitor attraction marketing? The subject covers many sectors of course including:
travel and tourism
museums
theme parks
historic houses and stately homes
parks and landscapes
hotels and resorts
and many others.
Many disciplines are involved including:
Strategic business strategy and planning
Reviewing business options; evaluating and determining the optimum strategies; financial and business feasibility evaluation
Marketing
Strategy, planning, demand forecasting, branding, corporate identity, promotional programmes, audience development, visitor strategy and segmentation
Marketing research
Quantitative research including “on street” and CATI (Computer Aided Telephone Interviewing); Qualitative research including focus groups and workshops, depth interviews, exit interviews and mystery shopping/accompanied shops
Operational
Performance reviews including evaluation of specific or overall business operational areas; efficiency studies; cost reduction programmes; organisational structures. Benchmarking to determine best practice; quality, introduction and implementation of management systems.
Funding
Fundraising, fundraising strategy and bid writing for such organisations as the Heritage Lottery Fund and charitable trusts
Interpretation, Exhibition Planning, Collections Management
Concept and storyline development, research, copywriting, design, oral history, access audits, documentation and database systems, conservation, intellectual property income generation
For more information and help on all these aspects of marketing and management consultancy and business development for the leisure, tourism, museums, heritage, visitor attraction, hotels and resorts sector the web site at www.attractmarketing.co.uk/ has articles and more information on this important industry.