Travel Reference
In-Depth Information
anticipation period prior to the trip can be as enjoyable as the trip itself. Discussing prospects of the
trip with friends and pursuing research, educational, and shopping activities relating to the trip and the
area to be visited are important parts of the total pleasure travel experience. In the formulation of
marketing programs and advertising, in particular, the pleasurable aspects of the trip need to be
emphasized. The prospective traveler should be told how much fun it is to go to the popular, as well as
some of the more uncommon, destinations.
The romance of the trip is also a strong motivation, particularly in relation to honeymoon travel
and for those who are thrilled with the romantic aspects of seeing, experiencing, and enjoying the
culture of strange and attractive places. Thus, the romance and pleasure of the trip are primary
attributes of the travel experience and need to be emphasized far more than they have been in the
past. Sharing experiences with members of the family or friends is another integral part of the
enjoyment of the trip. A trip can become a
fine medium through which additional pleasure,
appreciation, and romance are experienced.
DEVELOPMENTAL AND PROMOTIONAL MEASURES
Measures taken to develop and promote the cultural elements in tourism through special activities can
be considered from several different points of view.
Development of Methods and Techniques
The examples just listed involve specialized methods, techniques, and skills, all of which can be
developed in their own right, without any direct reference to the promotion of tourism. Theaters,
libraries, museums, and other such national institutions are not usually created with tourism in mind,
but they are a great asset in attracting the interest of visitors. Museums and monuments, especially,
are among the expected features of a tourist itinerary. These and other activities that can assist in the
development of tourismmay also be desirable elements in the cultural development of the nation. The
methods and techniques associated with each of the examples listed constitute a whole
eld of
specialized knowledge. As in most other
fields of expert knowledge, information and ideas can be
acquired from abroad and adapted to national situations.
Even when the necessary facilities exist, it may be desirable to adapt them to the needs of tourism.
Special courses will often have to be created for foreigners. Multilingual guides must be trained.
Captions and instructions in museums and cinemas should be provided in at least two languages.
Special arrangements may be made for tourists to be given free or inexpensive access to institutions of
interest to them. Life-seeing arrangements can also be made.
Improvement in Educational and Cultural
Content of Tourism
There is always room for improvement in what a tourist may learn abroad. This applies chie
yto
books, pamphlets,
films, and all types of illustrated information material. The services of experts
are greatly needed in such matters, not only in assembling material on the history or geography of
a country, but also in the attractive and accurate presentation of the material
in several
languages.
Heritage interpretation
as an academic discipline can be very useful in tourism. Courses can be
developed to enable local citizens to become authentic interpreters of their area
'
s cultural, historical,
and natural heritage. Achievement of such knowledge builds a person
'
s ability to become a fully
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