Marketing Tourism Destinations: A Strategic Planning Approach

ISBN-13: 9780471540670 / Angielski / Twarda / 1992 / 240 str.

Ernie Heath; Geoffrey Wall

Opis

The global significance of tourism as an economic, environmental, and social force has never been greater. Modern methods of transportation enable growing numbers of people to travel to almost any area of the world; in the developed world, travel is now regarded as a right, rather than a privilege.

Based on proven marketing principles, Marketing Tourism Destinations defines tourism and its "product" and examines the nature of tourist businesses, with an emphasis on planning for tourism development. Comprehensive, readable chapters discuss such topics as:
* Regional goal and strategy formulation
* The strategic marketing planning framework
* Environment and resource analysis
* Target marketing and regional positioning strategy
* Regional marketing mix strategy


and more, with cases and examples applicable to different parts of the world.

From its thorough introduction, through each extensively referenced section to the final summary chapter with its valuable recommendations for regional tourism organizations, Marketing Tourism Destinations is an important step forward in the literature of tourism marketing and planning.

Spis treści

Framework for Tourism Planning and Marketing.

Environment and Resource Analysis.

Regional Goal and Strategy Formulation.

Target Marketing and Regional Positioning Strategy.

Regional Marketing Mix Strategy.

Regional Organization and Management Supporting Systems.

Summary and Conclusions.

References.

Index.

O autorze

Ernie Heath is Director of Tourism Promotion for the South African Tourist Board, in Pretoria. Previously, he was Director of the Institute for Planning Research at the University of Port Elizabeth, South Africa.

Geoffrey Wall is Professor of Geography at the University of Waterloo, Canada. He has written several books on tourism and is internationally known as a research scholar.