The text familiarises the reader with the tourism industry in South African - its statistics, trends, main organizations and role-players. Each chapter is followed by a case study set in a Southern African environment.
The text familiarises the reader with the tourism industry in South African - its statistics, trends, main organizations and role-players. Each chapter is followed by a case study set in a Southern African environment. The new edition makes particular reference to the 2010 FIFA World Cup. The book has updated statistics, new case studies and a brand new chapter on corporate social responsibility.
Table of contents
PART 1: UNDERSTANDING MARKETING IN THE TOURISM INDUSTRY; 1. Marketing principles; 2. characteristics of Tourism Marketing; PART 2: GATHERINE INFORMATION FOR DECISION-MAKING; 3. The Tourism Marketing Environment; 4. Tourism Marketing Planning; 5. Tourism Marketing Research; PART 3: ANALYSING THE TOURISM MARKET; 6. Segmentation, Targetting, and Positioning; 7. Consumer Buying Behaviour; 8. Organisational Buying Behaviour; PART 4: IMPLEMENTING THE MARKETING MIX STRATEGIES; 9. Product-offering strategies; 10. Pricing Strategies; 11. Distribution Strategies; 12. Communication and Advertising Strategies; 13. Sales Promotions and Personal Selling Strategies; 14. Internet Marketing and Direct Marketing Strategies; 15. Printed Literature, Public Relations, and Sponsorship Strategies; 16. Physical Evidence, People and Proces Strategies; PART 5: UNDERSTANDING TOURISM MARKETING ISSUES; 17. Internal Markeing; 18. Destination Marketing; 19. Relationship Marketing; 20. Event Marketing; 21. Corporate Social Responsibility; 22. The Future of Tourism Marketing in South Africa
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