Page 182 - Tourism The International Business

9. The management of tourism

Whichever type of organization is chosen, there are a number of leadership roles which can be identified with
particular organizational structures. Leadership roles are the activities and responsibilities to be assumed by the
organization providing the leadership. Some of these, by category of leadership organization, are listed here.

Leadership roles
Leadership roles—where there is either a separate tourism organization or one functioning
as a part of the chamber of commerce
Gaining public support or awareness. Create community awareness and acceptance of tourism through
public information activities including: news articles, editorials, and public speeches to demonstrate the positive

effects of tourism to local residents.
Keep all those involved in tourism aware of current and future plans and maintain high levels of identity and
motivation through the use of news letters, newspapers, radio, and television coverage to publicize the activities and
achievements of those involved in tourism.
Work to promote and support local, state, and federal legislation beneficial to tourism. Maintain a harmonious
relationship with local political officials and both state and national legislators.
Gain support from auxiliary facility and service providers, such as hotels, motels, restaurants and service
stations.
Coordination. Develop a tourism staff having technical knowledge of tourism, the ability to relate to others

effectively, and commitment to the tourism program.
Establish short and long range goals and map out plans to achieve them.
Coordinate independently managed attractions and events in tourism development and promotion.
Develop programs to measure tourist satisfaction with attractions, events and support facilities, and services
such as hotels and motels, restaurants, service stations, and other businesses serving tourists.
Work to achieve a feeling of unity through the development of goals which appeal to broad community
membership, particularly where local, regional, or state tourism programs may be adversely affected by

sectionalism, provincialism, and jealousy. Organizational activities must include representatives from all groups.
Operational. Seek funds from local, state, and federal governments and private resources.
Provide and direct visitor information centers.
Attract conventions, sporting events, cultural and other activities, by working with those in charge of local, state,
and national organizations.
Research the impact of tourism on the local community.
Promotion. Prepare and coordinate all advertising and promotional pamphlets, brochures.
Prepare or direct the preparation of feature stories about local tourism for newspapers, journals, or travel
magazines.

Develop close working relationships with radio, television, and newspaper media to assure thorough coverage of
tourism projects, events, and attractions.
Promote local tourism through activities with professional travel associations, attendance at travel shows,
working with professional travel brokers, and advertising in national travel magazines.

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