no matter what expenditures are, efforts should be made to coordinnate the promotion program so it is consistent with the product offered and consumer expectations will be met. word of mouth is the least expensive, most convincing form of personal advertising. a friendly and capable host encourages this type of communication. visitors who are treated as very important persons will not only come back, they will recommend the area to their friend. all facilities, services, hospitality, and pricing policies must be directed to this one goal a happy, satisfied visitor