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Marketing Tourism and Hospitality Concepts and Cases
Author
Title
Marketing Tourism and Hospitality [electronic resource] : Concepts and Cases / by Richard George.
ISBN
9783030641115
Edition
1st ed. 2021.
Publication
Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2021.
Physical Description
1 online resource (XXIII, 500 p.) 135 illus., 75 illus. in color.
Local Notes
Access is available to the Yale community.
Access and use
Access restricted by licensing agreement.
Summary
This textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans. Chapters contain in-depth case studies, including companies like Marine Dynamics Shark Tours (South Africa), Reality Tours & Travel (Mumbai, India), and Makeover Tours (Turkey). Thematic case studies include 'Halal Tourism in Southeast Asia', and 'Marketing and Branding Rwanda'. These illustrate key concepts and theory, with definitions, key summaries, and discussion questions providing further insights. This textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation. Richard George is a senior lecturer at ICON College of Technology & Management/Falmouth University in the UK. He was formerly Associate Professor of Marketing at the University of Cape Town (UCT) and Director of the Tourism Research Unit at UCT. His research interests include safety and security issues and consumer behaviour in the travel and tourism industry. He holds a PhD in Marketing from UCT, South Africa. .
Variant and related titles
Springer ENIN.
Other formats
Printed edition:
Printed edition:
Format
Books / Online
Language
English
Added to Catalog
May 24, 2021
Contents
Part I: Understanding Marketing in the Tourism and Hospitality Industry
Chapter 1: Tourism and Hospitality Marketing Principles
Chapter 2: Characteristics of Tourism and Hospitality Marketing.-Part 2: Understanding the Tourism and Hospitality Market
Chapter 3: Tourism and Hospitality Consumer Behaviour
Chapter 4: Tourism and Hospitality Marketing Research
Part 3: Designing the Tourism and Hospitality Marketing Strategy
Chapter 5: Tourism and Hospitality Marketing Planning
Chapter 6: The Tourism and Hospitality Marketing Environment
Chapter 7: Market Segmentation, Targeting, and Positioning. -Part 4: Implementing the Tourism and Hospitality Marketing Mix
Chapter 8: Tourism and Hospitality Products, Branding, and Pricing
Chapter 9: Tourism Distribution
Chapter 10: Promoting and Advertising Tourism and Hospitality Products
Chapter 11: Designing the Tourism and Hospitality Promotions Mix
Chapter 12: Digital Marketing in Tourism and Hospitality. - Part 5: Understanding Tourism and Hospitality Marketing Issues
Chapter 13: Quality Service Experiences through Internal and Relationship Marketing
Chapter 14: Marketing Tourism Destinations.
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