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mix that includes multiple media and related tools
�for example, advertising both to tourism marketing
professionals as well to leisure tourists
directly) is that one execution cannot accomplish
all the objectives of a communication campaign.
One of the most popular communication mix
strategies in tourism is the combined use of image
and linkage-advertising in the same campaign �see
advertising). Television and radio ads are often
used to increase awareness and provide customers
with knowledge that a free brochure �linkageadvertising)
is available by request. Magazine ads
are often used to provide `hard copy' of the offer of
the free brochure so that consumers do not have to
hurry and write down a telephone number of the
television monitor. The brochure or catalogue
provides detailed information on what to do and
buy and how to do it; increasing customers skills for
buying.
See also: marketing mix; marketing plan;
marketing research
community
ARCH G. WOODSIDE, USA
A community is a combination of social units and
systems that afford people daily access to those
broad areas of activity which are necessary in dayto-day
living. They have five major functions:
economic �i.e. production, distribution and consumption),
socialisation, social control, social
participation and mutual support. Communities
are usually defined on the bases of three major
attributes: a geographical area or territory, social
interaction reflecting interdependencies among
social units, and common norms that are a set of
shared behavioural expectations which community
members help to define and, in turn, are expected
to follow. Ideally these attributes should coincide,
as may be the case in an isolated village. But in
complex modern societies in which there is great
mobility, people may sometimes have more interaction
and more in common with people living at a
distance than with their next-door neighbours.
Thus, it is possible to speak of `community without
propinquity'.
In tourism studies, although tourists emanate
from communities, greater emphasis is often placed
on destination areas and the places which
tourists visit may be viewed as host communities.
The attributes of a place, including its environment
and people, may be termed a community
tourism product. Less commonly, assemblages of
visitors in destination areas may possess community
attributes as in the case of seasonal, cottage or
camping communities. Great concern is usually
expressed both by residents and researchers, for
maintenance of the characteristics of host
communities, particularly in remote or developing
areas, and for the changes which their residents,
economies, landscapes and political structures
undergo as tourism evolves. Residents of such
communities are often encouraged to take greater
control of their futures by becoming involved in
community planning and thereby influencing
decisions about tourism developments in their home
areas and protecting desired community attributes.
See also: community planning
Further reading
Bowles, R.T. �1981) Social Impact Assessment in Small
Communities:An Integrative Review of Selected Literature,
Toronto: Butterworth and Co. �Reviews
definitions of community and methods of
examining change in such locations.)
Murphy, P. �1985) Tourism:A Community Approach,
London: Methuen. �A comprehensive discussion
of tourism planning from a community perspective.)
community approach
community approach 93
GEOFFREY WALL, CANADA
Tourism development can evoke a variety of
both positive and negative perceptions among host
community members. Many governments and
large corporations focus principally upon positive
economic benefits. It is generally acknowledged
that for this industry to survive, residents must be
favourably disposed to tourism and must perceive
that they exercise some influence over its planning
process. It is further recognised that their