With a new marketing campaign, Kentucky travel professionals were able to breathe new life into the state's tourism industry. Learn how you can contribute to the tourism business with a vocational school education.
Kentucky's "Unbridled Spirit" is a Boon for Hospitality and Tourism Professionals
by Jessica Santina
RWM Columnist
When travel and tourism professionals with the Kentucky Department of Tourism renewed their efforts to increase their number of visitors in 2004, they conducted a series of focus groups to find the best course of action. Their efforts resulted in a tourism increase of 16.1 percent in 2004-2005.
In fact, in 2005 alone, Kentucky's hospitality and tourism industry saw $9.44 billion added to the state's economy, and 5,400 new hospitality and tourism jobs. That's why now may be the time to look into a travel and tourism degree through one of Kentucky's vocational schools.
Focused on the Future
The Kentucky Department of Tourism's strategy was to brand Kentucky as much more than a rural state full of horse farms. Hospitality and tourism professionals knew that the state offered much more to visitors, and that it was important to convey this through marketing.
Focus groups composed primarily of women between the ages of 25-54 (the primary vacation decision-makers) were the test market for several new marketing campaigns. The term "Unbridled Spirit" continually scored high with the groups, who said that along with horses, it symbolized freedom and enjoyment, leaving participants feeling that Kentucky is more sophisticated than they had thought.
Investing in Hospitality and Tourism
Once the "Unbridled Spirit" campaign was underway, hospitality and tourism professionals embraced it and renewed their efforts to draw visitors. Their strategies included:
• Targeted Promotions. Kentucky one of the first states to use "narrowcasting,"
in which digital, flat-screen monitors were installed at all Kentucky welcome centers to
promote events and attractions in those areas.
• Improved Web Presence. The Kentucky Department of Tourism also developed a
new, more attractive travel and tourism Web site with a booking engine.
•Funding for Tourism Marketing. A new 1 percent transient room tax was
established to help fund further marketing efforts.
A Travel and Tourism Career
Many of Kentucky's vocational schools offer travel and tourism degrees that focus not just on the tourism industry, but also on business. You'll receive training in the latest computer technology for the tourism industry, and you'll learn how to market the region effectively to potential visitors.
While the Bureau of Labor Statistics doesn't maintain salary information on tourism administration or marketing jobs, travel agents earned a median annual salary of $27,640 in 2004. Those with formal education, like those offered at Kentucky's vocational schools, will have the best opportunities.
So if you're interested in learning more about Kentucky's tourism industry, check this site for vocational school programs in your area.
Sources
"The Road Ahead: Report to the Travel and Tourism Industry, 2006-2007," Kentucky Department of Tourism
"Travel agents," Bureau of Labor Statistics
About the Author
Jessica Santina is a freelance writer with a background in media and marketing. She also teaches first-year college writing.