Aims to guide and support readers through the complexities of tourism marketing in this centuary
Sets out clear explanations of marketing principles and concepts adapted from mainstream services marketing
Illustrate the range of applications currently practised in the modern visitor economy
Consumer centric marketing and the now focal role of the Internet in the marketing mix
Communicating with cutomers rewritten to take account of e-marketing and related marketing developments in tourism
Provides a truly international and comprehensive guide to marketing in the global travel industry
Indispensible text for all students and lecturers
The Author
Victor T.C. Middleton - Independent Management Consultant; Visiting Professor, Oxford Brookes Univeristy and University of Central Lancashire, UK
Alan Fyall - Reader in Tourism Management in the International Centre for Tourism & Hospitality Research and Deputy Dean Research and Enterprise in the School of Services Management, Bournmouth University, UK
Mike Morgan - Senior lecturer in Leisure and Tourism Marketing and program leader for MA European Tourism Management, Bournmouth University, UK
Ashok Ranchhod - Faculty Research Professor, Southampton Business School, UK, FCIM, Senior Examiner for the Strategic Marketing in Practice module and Visiting Professor at Napier University, Southampton University, University of Angers
Inside the Book
The Meaning of Marketing in Travel and Tourism: Introducing travel and tourism
Introducing marketing: the systematic thought process
AuThe special characteristics of travel and tourism marketing
The dynamic business environment: factors influencing demand for tourism
Understanding the Consumer and the Marketing Mix in Travel and Tourism: Understanding the consumer, tourism motivations and buyer behaviour
Market segmentation for travel and tourism markets
Product formulation in travel and tourism
The evolving marketing mix for tourism services
Planning Strategy and Tactics for Travel and Tourism Marketing: Marketing research in travel and tourism
Planning marketing strategy
Marketing planning: the process
Planning marketing campaigns: budgeting and measuring performance
Communicating with and Influencing consumers: The growth and role of information and communications technology and the rise of the dominant consumer
E-marketing: the effective use of ITC
Distribution channels in travel and tourism: creating access
Integrating the promotional and communications mix
Brochures, print and other non-electronic information
Applying Marketing in the Main Sectors of Travel and Tourism: Marketing countries as tourism destinations
Marketing accommodation
Marketing passenger transport
Marketing visitor attractions
Marketing inclusive tours and product packages
Case Studies of Marketing Practice in Travel and Tourism: Tourism New Zealand; YOTEL; Agra – Indian World Heritage Site; Travelodge; Alistair Sawday Guides.
