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From a certain perspective, tourism is one of the most difficult industries to work in since it requires that people should be drawn to the same location regularly. For the tourism industry to work and for a company operating in it to succeed, one must consider all opportunities in branding and exhaust every chance at creating something truly unique and memorable. Unless a tourism company manages to connect to its target audience by appealing to their emotions, even the most brilliant marketing strategy may fall flat since these are the emotional experiences that draw people to specific places, as the discussion between Jason Clampet, Hannah Sampson, and Andrew Shievachman shows.
The idea of making a brand relevant to the target audiences by promoting a better connection between family members and focusing on the significance of family ties, in general, clearly is an important concept in the tourism industry. While the idea of linking tourism and family values is not new, it makes the brand have a staying power by creating the idea that resonates with everyone. Therefore, continuing the identified promotion strategy seems quite legitimate.
One might argue that the concept of support and safety that is linked immediately to the idea of family promoted by most tourism companies may fail to attract the target audience. While the fact that the post-nine-eleven audience seeks to regain the sense of security that they may have lost, tourism may also be associated with exploring uncharted lands, taking risks, and trying something new and thrilling. That being said, one must admit that the risk-taking adventurer that needs challenges as a tourist seems to have become a nearly extinct species; instead, the people using the services of a traveling agency seek an opportunity to take rest in a comfortable and cozy setting with a slight change of scenery.
Therefore, for the representatives of the contemporary tourism industry, it is advisable to focus on using family values and the associated ideas as the driving force behind their promotion campaign. There is a reason for the marketing experts operating in the travel agency industry to focus on family-related concepts when choosing images that are used for advertising and promotion purposes. One might argue that the identified technique can be viewed as manipulative since it appeals to the audience’s emotions, and, therefore, its effects are rather hard to rationalize. Nevertheless, the use of the concepts and notions that are linked directly to family values, as well as the sense of belonging that can be deemed as the defining characteristic of the American community, seems quite legitimate. The identified framework can be applied to the environment of any state to promote travel services since the significance of family ties and the need to experience safety is something to which anyone can relate no matter what their social, cultural, or any other type of background is.
Therefore, when considering an appropriate mechanism for branding a product or a service, one should view the opportunity of appealing to the universal concepts of family, comfort, and unity. As long as people feel secure in the environment created or provided by an organization, they are likely to buy the suggested services and goods. In other words, emotion-based marketing is a perfect choice when considering a promotion strategy, especially in the tourism industry and the related domains.
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