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sources such as grants, membership, revenues and
taxes. Based on a marketing plan, advertising,
promotions, special events, convention services and
public relations are prioritised, budgeted and
implemented. In some communities, a marketing
plan may be an outgrowth of a tourism action plan
which provides a framework to analyse resources
and concerns. In any case, a well-designed and
executed marketing plan allows businesses and
organisations to profile and evaluate markets, and
to generate visitor activity beyond the levels that
could be generated by businesses acting independently.
This necessitates collaboration among arts
groups and accommodation businesses, among
other enterprises, in the pursuit of marketing
opportunities.
Because a city tourism office provides a venue
whereby important economic development and
community concerns can be identified and discussed,
public involvement may be sought. In an
industry that recognises the high level of tourism
competitiveness, it is vital that considerable
attention be devoted to the development and/or
improvement of a community's tourism attractions,
infrastructure and services. A city tourism office
with an understanding of the broad quality of life
issues can provide an effective political voice which,
when bolstered with research on the significance of
tourism, can champion community growth and
well-being.
MICHAEL HAYWOOD, CANADA
civil aviation authority
These organisations �sometimes called administrations)
are national governmental agencies responsible
for oversight of airline regulation for
transportation service to, from and within
nations. They may be responsible for economic
and non-economic regulation of air transportation.
Economic regulation of air transportation encompasses
service characteristics and fares and rates
charged. Agencies are sometimes concerned only
with non-economic regulation such as safety
requirements and provision of air traffic control,
as is true of the Federal Aviation Administration
in the United States. Occasionally, the
agency may manage and/or operate the national
airline, as has been the case of the Civil Aviation
Administration of China.
class
class 81
FREDRICK M. COLLISON, USA
Class refers to socially stratified groups, the
members of which are distinguished from one
another by the amount of power, wealth and
education they possess. In social scientific analyses
of tourism, class is as fundamental a variable as are
age, gender and ethnicity.
The nineteenth-century theorist Karl Marx
distinctively formulated classes as groups of people
serving analogous roles in production. In contrast
to Marx's view that positions in the social hierarchy
are ultimately due to relative ownership in the
means of production, Max Weber emphasised the
role of ideology and status �from such attributes as
gender, religion and ethnicity) as significant
shapers of each person's social standing.
In the study of tourism, class striving or
emulation of higher classes is demonstrated by
the mass appeal of formerly elite resorts. As
destinations become more popular and middleclass,
upper-class vacationers find other ways to
mark their vacation spots as elite, such as creating
exclusive, shielded enclaves �Thurot and Thurot
1983). This process is also illustrated by the gradual
move to mass tourism of the British middle
classes in the eighteenth century on the routes of
the Grand Tours established by the British nobility
in earlier centuries.
As Graburn �1983) has written, patterns of
tourism are differentiated by class for three major
reasons: access to discretionary income, `cultural
self-confidence' �for example, lower-class member
not feeling comfortable outside their cultural
milieu, versus middle-class members eager to
consume new experiences), and a desire to reserve
the conditions of everyday life. Upper-class members
enjoying a rustic cabin holiday serve as an
example of this latter ritual inversion.
Marx's idea of class differentiation by relations
to capital �productive wealth) has been revised with
reference to cultural capital and commodities of