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Commercial Space Tourism: Impediments to Industrial Development and Strategic Communication Solutions Authored By Dirk C. Gibson University of New Mexico USA eBooks End User License Agreement Please read this license agreement carefully before using this eBook. Your use of this eBook/chapter constitutes your agreement to the terms and conditions set forth in this License Agreement. Bentham Science Publishers agrees to grant the user of this eBook/chapter, a non-exclusive, nontransferable license to download and use this eBook/chapter under the following terms and conditions: 1. This eBook/chapter may be downloaded and used by one user on one computer. The user may make one back-up copy of this publication to avoid losing it. The user may not give copies of this publication to others, or make it available for others to copy or download. For a multi-user license contact [email protected] 2. 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Permission for Use of Material and Reproduction Photocopying Information for Users Outside the USA: Bentham Science Publishers grants authorization for individuals to photocopy copyright material for private research use, on the sole basis that requests for such use are referred directly to the requestor's local Reproduction Rights Organization (RRO). The copyright fee is US $25.00 per copy per article exclusive of any charge or fee levied. In order to contact your local RRO, please contact the International Federation of Reproduction Rights Organisations (IFRRO), Rue du Prince Royal 87, B-I050 Brussels, Belgium; Tel: +32 2 551 08 99; Fax: +32 2 551 08 95; E-mail: [email protected]; url: www.ifrro.org This authorization does not extend to any other kind of copying by any means, in any form, and for any purpose other than private research use. Photocopying Information for Users in the USA: Authorization to photocopy items for internal or personal use, or the internal or personal use of specific clients, is granted by Bentham Science Publishers for libraries and other users registered with the Copyright Clearance Center (CCC) Transactional Reporting Services, provided that the appropriate fee of US $25.00 per copy per chapter is paid directly to Copyright Clearance Center, 222 Rosewood Drive, Danvers MA 01923, USA. Refer also to www.copyright.com DEDICATION This eBook is gratefully dedicated to those whose dedication to the author made it possible. Mark S. Agness was a wonderful brother-in-law and friend and is greatly missed. I wish to thank my children Erica and Mitchell Gibson for their support and understanding, and Grant Gibson for his longsuffering latent love. My long-time friends George Chialtas and John Kuknyo also deserve recognition. Special thanks are hereby extended to my sister Laura and my brothers Dennis and Si-Ming. Very special recognition goes to Lionel Beatwood, Dean Gibson and Laurie (Aunt Noo-noo) Garcia, Sam on the wall and Tiki, Jazzy. My beloved niece Emily (and Cooper) and Corporal Adam Gibson. U.S.M.C., deserve fond mention, along with his wife Jenn and daughter Lilly. I’d like to thank my mentors, John Cordova and Marvin Dale Kleinau. Most of all, my parents Raymond and Betty Gibson should be credited, and this eBook is accordingly dedicated to their loving memory. And to my homies, my BFFs, Pink Paws & Sparkles—Thanks! CONTENTS Foreword i Preface iii Acknowledgments v CHAPTERS Unit I: THE POTENTIAL SIGNIFICANCE OF SPACE TOURISM 1. The Potential Significance of Space Tourism 3 2. The Contemporary Significance of Space Tourism 30 3. The Contemporary Insignificance of Space Tourism 58 Unit II: THE IMPEDIMENTS TO SPACE TOURISM INDUSTRIAL DEVELOPMENT 4. The Primary Impediments to Space Tourism Industrial Development 90 5. The Secondary Impediments to Space Tourism Industrial Development 121 Unit III: SPACE TOURISM STRATEGIC COMMUNICATION FUNCTIONS 6. The Role of Strategic Communication in the Development of Commercial Space Tourism 149 7. The Primary Functions of Space Tourism Strategic Communication 163 8. The Secondary Functions of Space Tourism Strategic Communication 187 Unit IV: SPACE TOURISM STRATEGIC COMMUNICATION TACTICS 9. Space Tourism Strategic Communication Tactics; Four Categories & the Typical Tactics 200 10. Mid-Incidence Space Tourism Strategic Communication Tactics 239 11. Occasional & Atypical Tactics; Tactic Categorization & Analysis 266 12. Conclusion 284 Bibliography 296 Author Index 303 Subject Index 311 i FOREWORD The new millennium was accompanied by the nascent era of a new and exciting industry unprecedented in the human experience: space tourism. We have witnessed in this past decade the emergence of the space tourism industry which has been characterized by the frenetic proliferation of companies whose aim is to develop reusable launch vehicles intended to provide voyages to suborbital space. The space tourism industry enjoyed the benefits of a stable economy for the better part of the past decade which allowed and encouraged an expectation of success on the part of both the industry participants i.e. the developers of the vehicles, and the target market, or the space tourists. Consequently, the literature regarding this industry has evolved into a genre typified by positive expectation and enthusiastic advocacy. While this characteristic is somewhat desirable as a driver for the space tourism market, it lacks the necessary and appropriate objectivity needed for a realistic and ultimately supportive assesment of the industry. Unfortunately, the burgeoning economy which permitted such enthusiastic expectations for the space tourism market no longer exists. The drastic change in the economy is sure to impact the evolution of at least some parts of the space tourism market. Because of this change in the market and the impact that this change could have on the evolution of space tourism, this publication comes at a useful and critical time. Now is the time for an objective critique of the industry and the solicitation of helpful and creative solutions for obstacles that the industry is facing or might face in the future. This publication does exactly that: it objectively and critically evaluates the space tourism industry and it then proposes both helpful solutions and tactics to implement those solutions intended to address industry impediments. This is primarily an academic endeavor: it critiques space tourism from different perspectives. Dirk Gibson has extensively researched the topic and provides a lengthy repertoire of sources and citations that ensure a thorough grasp of, and background in, the industry. This eBook is divided into two main sections. In the first part, Gibson provides a fairly traditional evaluation of the arguments for and against the activity of space ii tourism. However this evaluation is distinct because the purely academic dialectic is devoid of the characteristic advocacy of previous attempts. Gibson provides academic objectivity and emotional uninvolvement that many of this publication’s predecessors are lacking in. The second part of the eBook renders this publication even more of an anomaly from other publications of this genre.
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