What is Attractions Management and Marketing?

The attractions industry is one of the fastest growing industries in the United States.  From heritage attractions (e.g., museums, historical sites, fairs, festivals, etc.) to commercial attractions (amusement parks, theme parks, casinos and gaming locations, vacation resorts, lifestyle centers) to sporting venues to county and community attractions (convention centers, art and entertainment centers, downtown redevelopment areas) to national travel and tourism sites, the creating of “destinations” has seen tremendous growth during the past decade.  The World Travel and Tourism Council projects that tourism will remain the world’s largest industry, employing nearly 200 million people worldwide, and will continue to grow.  The amount of discretionary income devoted to travel and attraction entertainment is also increasing substantially.  Demographic, economic and lifestyle trends, especially in the United States, are primary motivating factors as is the trend away from foreign travel, enhancing the growth prospects of destination attractions in this country. 

The concept of attractions management and marketing is different from hospitality and tourism management programs that have become popular educational offerings at many two and four year institutions.  Hospitality management programs focus primarily on hotel and restaurant management, and tourism programs generally focus on travel and affects of destination as does East Stroudsburg University’s Hotel, Restaurant and Tourism Program.  Kutztown University’s Attractions Management and Marketing certificate is a program that focuses on providing students first with a well grounded education in basic business skills and knowledge and discipline, specific courses in the student’s major, plus new specialized courses in Attractions Management and Marketing and a number of existing elective courses  related to the field.. These courses focus on the application of skills to the attraction industry and provide new knowledge directly and indirectly relevant to the area of attractions management. 

Internships and employment opportunities abound within our student marketing area (Pennsylvania, New York, New Jersey), along with a number within the immediate area including Penn National Gaming, Hershey and Dorney Parks, Reading Phillies, Bethlehem Steel Works Casino, Harrisburg Senators, Sovereign Center, Hershey Convention Center and Cabela's. 

Interviews with potential employers reveal that employers appreciate graduates with a strong business background (a factor lacking in many current hospitality and tourism programs) and value the skills and knowledge students gain from an Attractions Management and Marketing certificate program.

Career Opportunities

The Attractions Management/Marketing track is designed to provide students with the necessary background to pursue careers such as:

• Customer Service Manager
• International Logistics Manager
• Inventory Control Manager
• Logistics Services Salesperson
• Materials Manager
• Production Manager
• Purchasing Manager
• Supply Chain Manager
• Transportation Manager
• Transportation Planner
• Vendor Managed Inventory Coordinator
• Warehouse Operations Manager

Program Courses

The following six courses for the Logistics and Supply Chain Management track must be taken in conjunction with a declared major such as Marketing, Management, Finance, Accounting, or International Business. In addition, an internship in logistics is strongly recommended.

1. Required Courses

   MGM 333                Managing Attractions Operations*
   MKT  333                Marketing the Attractions Industry* 

2. Electives (Four of the following courses)

   MGM 335                Human Resource Management*
   MGM 337                Management of Labor Relations*
   MGM 351                Operations Management*
   MGM/MKT 361         Principles of Business Logistics*
   MGM/MKT 371         Selected Topics in Marketing or Management* (if related)
   MKT 312                 Consumer Behavior*
   MKT 340                 Retail Management*
   MKT 355                 Services Marketing*
   MKT 360                 Marketing Research*
   PED 280                 Event and Facility Management*
   SPE 170                 An Introduction to Public Relations*
   BUS 390                 Internship in Business*
                                 (focus on Attractions Management or Marketing strongly recommended) 

   *All prerequisites must be satisfied (check the catalog for  prerequisites).

   Certificate of Recognition Request Form: When you register for your last course(s) for the certificate, you should complete a Request for Certificate of Recognition form in the Department of Professional Studies office – DF 233.

   
   
   Click here for information regarding General Education requirements.