Intends to guide and support readers through the complexities of tourism marketing in the 21st C. This title sets out explanations of marketing principles and concepts adapted from mainstream services marketing, and goes on to illustrate the range of applications practised in the modern visitor economy.
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.
'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
Table of contents
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
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, BSc, MBA, PHd., 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 (France) and MICA (India).