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To order this title, and for more information, click here
Third Edition
By
Victor T.C. Middleton, Independent Management Consultant; Visiting Professor, Oxford Brookes University and University of Central Lancashire, UK
Jackie R. Clarke, Senior Lecturer in Marketing and Tourism at The Business School, Oxford Brookes University. She previously worked for a large airline/tour
operating corporation and has tourism project experience in Eastern Europe.
Description
Now in its third edition, the best-selling text, Marketing in Travel and Tourism, explains the principles and practice of marketing as
they are increasingly being applied in the global travel and tourism industry. Building on the success of previous editions, the authors
have completely revised the text to reflect the changes in the travel and tourism industry in the 21st century.
International examples
and case studies drawn from recent practice in several countries are used throughout the text. Case studies emphasising the role of ICT
include: Microburners, Travel Inn (budget hotels), RCI Europe, the Balearic Islands, and ICT and the role of the Internet in international
NTO strategies.
With its comprehensive content and user friendly style, Marketing in Travel and Tourism third 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.
Audience
Students and managers involved in all aspects of travel and tourism.
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;
The changing business environment: individual motivations and buyer behaviour; Understanding the marketing mix in travela and tourism
- The marketing mix for tourism services; Market segmentation for travel and tourism markets; Travel and tourism products; Product formulation
in tourism; The role of price in the marketing mix; Planning strategy and tactics for travel and tourism marketing - Information communications
technology (ICT) and tourism marketing; Marketing research: the information base for effective marketing; Planning marketing strategy;
Planning marketing tactics; Planning marketing campaigns: budgeting and measuring performance; Using the principal marketing tools in
travel and tourism - Advertising and public relations; Sales promotion and merchandising; Brochures, other print and electronic information;
Distribution channels in travel and tourism: creating access; Direct marketing; Applying marketing in the travel and tourism industry
- Marketing countries as tourism destinations; Marketing visitor attractions; Marketing passenger transport; Marketing accommodation;
Marketing inclusive tours and product packages; Case studies of marketing practice in travel and tourism - Travel Inn: a strategy for
market development, market leadership and branding in the budget hotel sector; Longlands at Cartmel: internet marketing strategy for
a pioneering micro-business; RCI Europe: marketing strategy for the leading timeshare exchange company; The Balearic Islands of Spain:
strategy for more sustainable tourism development; British Tourist Authority and Canadian Tourism Commission: ICT and the role of the
Internet in NTO strategies for marketing facilitation; Epilogue: prospects for travel and tourism marketing.
| Bibliographic details |
Paperback, 512 pages, publication date: APR-2001
ISBN-13: 978-0-7506-4471-6
ISBN-10: 0-7506-4471-0
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
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USD 52.95
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Last update: 4 Sep 2009
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