Historical Tourism of Philadelphia Essay

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Philadelphia

Tourism in every country is considered as one of the largest industries, and research in this area has increased massively. Philadelphia is the fifth largest city of America and has a great collection of communities, arts, attractions, business, culture, history and architecture. Being the birthplace of America, the city never stops working and advancing. Passing the Liberty Mall and Independence Mall into the Old City, the tourists enjoy the latest fashions and great food in restaurants in Rittenhouse Square and Walnut Street. Furthermore, the Ben Franklin Parkway that stops into the Franklin Institute and Academy of Natural Sciences Museum and the Philadelphia Museum of Art brings out a historical experience. It is a vibrant location where everything happens (Tourism and Philadelphia, n.d.).

Thesis Statement

Community plays an important part in attracting tourism in the country through the use of latest technology and effective tourism strategies.

How does the community attempt to leverage its history to attract visitors through its online presence?

The Greater Philadelphia Tourism Marketing Corporation (GPTMC) understood social media's value early on and plunged into it with a blog, and accounts on Facebook and Twitter; it also advertised the city via Foodspotting, Foursquare and Pinterest. One need not justify the necessity of these tactics- GPTMC's adoption of social media in its marketing strategy has turned its fan and follower base of over 200,000 persons into Philadelphia tourists and ambassadors (Stamatakis & Levitz, 2012).

A Three-Way Street: Incorporation of social media in GPTMC's marketing strategy benefits the city of Philadelphia, its followers, fans and partners. GPTMC engages with fans on its Facebook page, via social media promotions such as the 29 Nights of Dates contest, made-for-social media love letters, Picture Yourself in Philadelphia event etc., providing value to fans through entertaining love letters and fun activities, while at the same time publicizing Philadelphia, its tourist attractions, events, sports, restaurants, and nightlife. Fans discover numerous reasons to make a trip to the city, patronizing GPTMC's partner organizations when they visit. Most importantly, fans enjoy their experience in the city, becoming ambassadors who bring in more fans and tourists (Stamatakis & Levitz, 2012).

A Recipe for Success: GPTMC makes the most of social media, and has turned to Foodspotting as another platform to market itself. GPTMC's aim was solidifying Philadelphia's standing as a leading culinary destination, while Foodspotting aimed at demonstrating its marketing power through a partnership with precisely one such city. This opportunity was grabbed by Philadelphia which, by May of 2011, became the very first destination that launched a large-scale Foodspotting program, along with its complete marketing support. Philadelphia is now used in the form of a case study, by Foodspotting; through this avenue, GPTMC once again proved its inventiveness (Stamatakis & Levitz, 2012).

Leading the Industry: GPTMC's expertise in employing social media has not escaped people's notice. It has showcased its work nationally as well as regionally, at DMO Mojo and Blog World & New Media Expo, in addition to sharing its expertise with partners at a workshop on social media, hosted by the Greater Philadelphia Hotel Association and GPTMC, for Philadelphia hoteliers (Stamatakis & Levitz, 2012)

The city's budget crisis has led the state tourism department to think of creative ways for attracting tourists. Blogs, Facebook, Twitter, websites and text alerts were employed for reaching potential tourists, building the city's online presence. Philadelphia's official Twitter feed had 5600 followers, while its Facebook fan page had 3800 fans, as of 2012. A blogging website, savvygrouse.com, also markets the city (Allen, 2012).

Ad strategies these days don't necessitate radio and television advertising. A previous state campaign, which included fictional characters and short online video segments, cost 1.3 million dollars, and targeted New Yorkers with placards at Long Island Railroad stops and banners beside Madison Square Garden- a low budget doesn't allow for such campaigns. Pennsylvania Department of Community & Economic Development's Deputy Tourism director, J. Mickey Rowley states that the aforementioned social media options are 'easy' for those on low budgets. (Allen, 2012).

• What historical attractions would be most appealing to tourists visiting the community? Why?

The U.S. has numerous sacred historic attractions existing alongside 21st century edifices. Society Hill residents welcome tourists who walk their streets, taking in the rich architecture of its historical landmarks, churches and homes that lend a picturesque quality to the neighborhood. The blend of old structures with modern artists, restaurateurs and boutique owners enhances its allure (Attractions in Historic Philadelphia, n.d.).

Independence Hall: In summer 1776, fifty six brave men risked everything by defying the English King at Pennsylvania State House.

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11 years hence, representatives from 12 states congregated once again and shaped America's Constitution here. The Independence Hall's guided tour includes visits to its courtroom, its Assembly Room with the famed 'rising sun' armchair of George Washington, an original Constitutional draft, and the inkstand using which the Declaration was signed (Attractions in Historic Philadelphia, n.d.).

Carpenters' Hall: This edifice from the Georgian age is made of Flemish bond brickwork, windows and cupola. A scale model in the Hall's interior illustrates 18th century techniques employed in its construction. The original 1788 Grand Federal procession banner and delegates' chairs are also on display here. The building's ownership still resides with Carpenters' Company members (Attractions in Historic Philadelphia, n.d.).

National Constitution Center: The 4-page-long American Constitution is one of the most significant and influential documents in world history. The National Constitution Center uses digital exhibits, interactive displays and artifacts to allow tourists the opportunity to explore this document. The 350-seat Kimmel Theater, shaped like a star, features a multimedia creation "Freedom Rising," which combines a live actor, film, and 360° video projection to relate the tale of America's independence. Tourists can engage in hands-on activities- they can put on judicial robes and render opinions on key cases of the Supreme Court, followed by taking the oath of office of the President (Attractions in Historic Philadelphia, n.d.).

Christ Church: This edifice from the Georgian Colonial era is surrounded by a small park, cobblestone alley and tree-lined pathway of bricks- an ideal setting for the historic monument. The church's steeple and tower made it America's tallest building until the year 1856. John Folwell (creator of George Washington's famed 'rising sun' armchair) crafted its pulpit in 1769. The church's baptismal font (used for baptizing William Penn) came from England in 1697. The church's ninth rector, first Bishop of Pennsylvania of the Episcopal Church, and Continental Congress chaplain, William White is buried in the church's chancel (Attractions in Historic Philadelphia, n.d.).

The Betsy Ross House: The home of famous American seamstress, Betsy Ross, credited with creating the first flag of America, is a major tourist attraction in Philadelphia. Tourists can stroll around the tight staircases and tiny rooms of this 1740 home rented by Betsy. Tourists have the opportunity to 'talk to Betsy', find out why she undertook the task of creating the flag, and her 'trick to save time', which she revealed to George Washington. Other areas of interest to tourists are: the upholstery shop, Betsy's parlor where the Flag Committee was received, her bedroom where the first American flag was sewed, and the basement where Betsy fashioned musket cartridges for America's Continental Army. The home is packed with Betsy's familial treasures, which include her snuff box, family bible, and other articles (Attractions in Historic Philadelphia, n.d.).

• What, if any, are the limitations of the community's historical tourism efforts?

It has often been found that underutilization of local tour guides results in a failure to produce substantial income for local benefit. Hotels and tour companies don't generally use the services of local guides. In certain protected areas and countries, under-skilled locals have to be employed; this is often viewed by tour companies as a monetary drain. This issue can be mitigated by training local tour guides in interpretation and language skills. Tourist businesses will accept skilled guides more readily. As governments and tour operators understand that local support works to their benefit, they will begin training and employing locals as guides (Pedersen, 2002).

Labor costs must be assessed pragmatically during analysis of community potential. When minimal or no funds are needed for guest house development (e.g. If rooms occupied previously by children can be turned into guest rooms), the project can be attractive. Furthermore, if there is no better option for the community than tourism, a tourism project can be worthwhile for the community even in case of low returns (Pedersen, 2002).

• What are the ethical considerations the community must grapple with when promoting a historical event or time period for financial gain?

Development of "tourism identity" represents a key component of a site's promotional strategy; potential visitors associate this identity with the historic site. The identity will be based on its market potential, goals, and objectives, and can be derived from anything (e.g. An endangered creature or a famous painting). A logo can be developed for the site's promotional activities. Grouping of visitors based on their characteristics (i.e. market segmentation) allows managers to….....

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