Michigan State University Extension
Tourism Educational Materials - 33719791
06/06/02
Marketing the Tourism Business/How to Advertise in an Energy Crisis
Source: Michigan State University
ID: E1405
Author: Christie-Mill, Robert
Year: 1980
Introduction
Over 90% of Michigan's domestic pleasure travel is by
private automobile. Thus, any action which affects the use
of private automobiles will affect domestic pleasure
travel. The reduction of gasoline supplies is one such
action which could affect private automobile usage and
domestic travel patterns.
Although reduction in the supply of gasoline will put some
businesses at an advantage, others will be at a
disadvantage.*
Probably Be At An Advantage Probably Be At A Disadvantage
Center city hotels/motels Suburban hotels/motels
Airport hotels/motels Highway hotels/motels
Resort properties on public Resort properties not on
transportation public transportation
In-town restaurants Island resorts over-dependent
on air schedules
Suburban restaurants for Out-of-way restaurants
suburbanites requiring car or taxi
Auto-train Traveling alone
Fly-drive Tours with a high percentage
of transportation cost
All inclusive package tours
at one fixed price, Large theme parks requiring
preferably to one heavy patronage from other
destination sectors of the country
Condominiums (one destination,
cook-in, whole family at one
rate)
*Cornell Hotel and Restaurant Administration Quarterly,
February, 1974 ;.16+
Advertising Strategies
The affected property may try one of several advertising
approaches to minimize the effects of gasoline shortages.
1. Emphasize the closeness of your property. AAA estimates
that 85% of all domestic pleasure travel is from within a
300 mile radius.
2. If gasoline stations are closed on Sunday, offer Sunday
lodging at a reduced rate as part of a packageÄto enable
the guest to stay over until Monday openings.
3. Advertise your mid-week offerings when gas stations are
open.
4. Offer reduced round trip transportation as part of a
package.
5. Advertise your location in terms not of the mileage or
time from your guests, but the number of gallons of gas
they would use to reach you.
6. Offer a tankful of gas at reduced cost to guests who
stay with you.
7. Advertise that guests can leave their cars at home, and
can participate in a variety of nearby activities in
transportation arranged by you.
8. Offer an advisory service giving guests information on
gas availability within the market area of your property.
9. Specify the exact additional cost of a vacation. For a
trip of 600 miles and getting 15 m.p.g., if gas increases
25› a gallon the extra cost is only $10.00.
For more information on the Marketing the Tourism Business
series, contact your county Extension office.
This information is for educational purposes only.
Reference to commercial products or trade names does not
imply discrimination or indorsement by the Cooperative
Extension Service. Cooperative Extension Service Programs
are open to all without regard to race, color, or national
origin. Issued in furtherance of cooperative extension
work in agriculture and home economics, acts of May 8, and
June 30, 1914, in cooperation with the U.S. Department of
Agriculture. Gordon E. Guyer, Director, Cooperative
Extension Service, Michigan State University, East
Lansing, Michigan 48824. Price 15 cents. Single copy free
to Michigan residents. 2PÄSMÄ3:80ÄSt
This information is for educational purposes only. References
to commercial products or trade names does not imply
endorsement by MSU Extension or bias against those not
mentioned. This information becomes public property upon
publication and may be printed verbatim with credit to MSU
Extension. Reprinting cannot be used to endorse or advertise
a commercial product or company.
This file was generated from data base TD on 09/30/03.
Data base TD was last revised on 06/06/02.
For more information about this data base or its contents please contact
alexande@msue.msu.edu . Please read our
disclaimer for important
information about using our site.