Marketing in Travel and Tourism

by Fyall; Alan

• ISBN13: 9780750686938
• ISBN10: 0750686936
• Edition: 4th
• Format: Nonspecific Binding
• Copyright: 2009-05-06
• Publisher: Routledge

Summary

With its comprehensive content and user friendly style, Marketing in Travel and Tourism fourth edition takes the reader from an initial definition of the subject matter through to the application of marketing in the travel and tourism industry, discussing crucial components such as planning strategy and the marketing mix, making it an indispensable text for both students and practitioners alike. Reflecting its intenrational coverage, the content and numerous illustrations throughout are chosen for their worldwide applications. Specific case studies include destination marketing in New Zealand, the cruise market in the USA and the effects of the internet on consumer bahaviour globally. *Fully revised edition, with new material on the role of e-marketing, motivations and consumer behaviour * New four colour interior fully developed with pedagogic features * Explains the concepts and principles of marketing * Extensive use of international case studies and examples to contextualise learning

Table of Contents

The Meaning of Marketing in Travel and Tourism: Introducing travel and tourism

Introducing marketing: the systematic thought process

The 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

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