Marketing in Travel and Tourism

ISBN-13: 9780750686938 / Angielski / Miękka / 2009 / 528 str.

Middleton

Opis

Marketing in Travel and Tourism aims to guide and support readers through the complexities of tourism marketing in the 21st Century. It sets out clear explanations of marketing principles and concepts adapted from mainstream services marketing, and goes on to illustrate the range of applications currently practised in the modern visitor economy. Now in its fourth edition, and reprinted almost every year since 1988, each chapter of the book has been updated to include current evaluations of all the key developments in marketing, especially consumer centric marketing and the now focal role of the Internet in the marketing mix. The chapters on communicating with cutomers have been extensively rewritten to take account of e-marketing and related marketing developments in tourism that are pulled together in a forward looking Epilogue. This fully revised edition includes:

• Full colour interior with pedagogic features such as discussion questions and exercises to encourage further exploration of key areas
• New material on the role of e-marketing, motivations and consumer behaviour
• Five in-depth international case studies, including Tourism New Zealand and Agra Indian World Heritage Site, along with 17 mini cases to contextualise learning
• A companion website for students and lecturers which includes PowerPoint slides and review questions to aid teaching and learning

Marketing in Travel and Tourism provides a truly international and comprehensive guide to marketing in the global travel industry, an indispensible text for all students and lecturers.

Recenzje

'Students, lecturers and practitioners alike will welcome the 3rd edition of this classic text. The authors explain the complexities of travel and tourism marketing lucidly and in the context of a logical and effective structure. Each edition gets better. I highly recommend it.' - Prof. Brian King, School of Hospitality, Tourism and Marketing, Victoria University, Australia

'A welcome third edition of this highly readable and hugely informative text that constitutes a 'classic' treatment of the subject area.' - Prof. John Lennon, Moffat Centre for Travel and Tourism Business Development, Glasgow Caledonian University, UK

Spis treści

Part 1: The Meaning of Marketing in Travel and Tourism  1. Introducing Travel and Tourism  2. Introducing Marketing: The Systematic Thought Process  3. The Special Characteristics of Travel and Tourism Marketing  4. The Dynamic Business Environment: Factors Influencing Demand for Tourism Part 2: Understanding the Consumer and the Marketing Mix in Travel and Tourism  5. Understanding the Consumer, Tourism Motivations and Buyer Behaviour  6. Market Segmentation for Travel and Tourism Markets  7. Product Formulation in Travel and Tourism  8. The Evolving Marketing Mix for Tourism Services  Part 3: Planning Strategy and Tactics for Travel and Tourism Marketing  9. Marketing Research in Travel and Tourism  10. Planning Marketing Strategy  11. Marketing Planning: The Process  12. Planning Marketing Campaigns: Budgeting and Measuring Performance  Part 4: Communicating with and Influencing Consumers  13. The Growth and Role of Information and Communications Technology and the Rise of the Dominant Consumer  14. E-marketing: The Effective Use of ITC  15. Distribution Channels in Travel and Tourism: Creating Access  16. Integrating the Promotional and Communications Mix  17. Brochures, Print and Other Non-electronic Information  Part 5: Applying Marketing in the Main Sectors of Travel and Tourism  18. Marketing Countries as Tourism Destinations  19. Marketing Accommodation  20. Marketing Passenger Transport  21. Marketing Visitor Attractions  22. Marketing Inclusive Tours and Product Packages  Part 6: Case Studies of Marketing Practice in Travel and Tourism  23. Tourism New Zealand  24. YOTEL  25. Agra: Indian World Heritage Site  26. Travelodge  27. Alistair Sawday Guides