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BHSU Center for Tourism Research offers new book


Black Hills State University’s Center for Tourism Research announces the publication of Attracting and Serving the Group Tour Market, a book that itemizes the tools for success in the tourism business.

The authors, Howard and Audrey Shaff, write from 50 years of combined experience in attracting group tours to the Black Hills of South Dakota. As proof of their expertise, in only three years they increased the number of motorcoach groups that visited the “Rushmore Borglum Story” in Keystone from 30 to over 1,000 in the peak season.

According to Tom Dunn, director at the Center for Tourism Research at BHSU, the table of contents alone outlines techniques for tapping into the extremely profitable group tour market. Success comes from understanding proven marketing strategies, and from recognizing the significant differences between attracting groups and attracting families.

Now for the benefit of the entire visitor industry, Howard and Audrey share their knowledge in this step-by-step volume, which has been wholeheartedly endorsed by past and current presidents of tour companies and of the National Tour Association. Published at $14.95, discounts are available for orders over 20 copies.

To order the book or for more information contact, Tom Dunn, director at the Center for Tourism Research at BHSU, at 642-6435 or or visit the website at

The mission of the Center for Tourism Research at BHSU is to accelerate the development of South Dakota’s tourism industry by providing the actionable marketing intelligence and information the industry needs to make informed investment, planning, and marketing decisions.



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