The Role of Strategic Communication in the Development of Commercial Space Tourism

The development of the commercial space tourism industry was not inevitable. Although a potentially profitable enterprise for several stakeholders, there was absolutely no assurance that commercial space tourism would take off. This chapter initially assessed the alleged inevitability of commercial space tourism by applying five factors. Initially, we sought to ascertain whether an industry existed at the present time in dichotomous terms, yes or no? The relative degree of development was the second criterion used to consider the inevitability of space tourism industrial development. Next, timeline estimates for the arrival of the commercial space tourism industry were accumulated and arranged on a chronological continuum. The fourth criterion involved the existence of substantial impediments to realization of space tourism enterprises; eleven primary impediments and ten secondary obstacles were identified and quantified. Fifth and finally the fact that some impetus was necessary to facilitate and catalyze commercial space tourism was documented. The second main section of this chapter suggested that strategic communication promoted commercial space tourism development. Two rationales supported this conclusion: there were communication solutions to space tourism impediments, and communication could be used to provide the impetus for industrial initiatives. The final section of this chapter described its transitional nature. The first part of this book documented space tourism impediments. Now the second section will demonstrate strategic communication solutions.

Keywords: Advertising, ATV, Augustine Commission, commercial space tourism development, communication function, communication tactic, elite market, impediment, impetus, investor relations, lobbying, marketing, persuasion, public awareness, public awareness campaign, public opinion, public relations, social influence, SpaceShip Two, strategic communication, supply elasticity.