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To order this title, and for more information, click here
Fourth Edition
By
Victor T.C. Middleton, Independent Management Consultant; Visiting Professor, Oxford Brookes University and University of Central Lancashire, UK
Alan Fyall, Reader in Tourism Management in the International Centre for Tourism & Hospitality Research, and Head of Research for the School of Services Management at Bournemouth University, UK
Mike Morgan, Senior lecturer in Leisure and Tourism Marketing and program leader for MA European Tourism Management, Bournemouth University, UK
Ashok Ranchhod, BSc., MSc., MBA, PhD., FCIM, Senior Examiner for the Strategic Marketing in Practice module; Faculty Research Professor, Southampton Business School, UK
Description
Marketing in Travel and Tourism aims to guide and support readers through the complexities of tourism marketing
in the 21st C. 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:
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Full
colour interior with pedagogic features such as discussion questions and exercises to encourage further exploration of key areas
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New material on the role of e-marketing, motivations and consumer behaviour
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Five in-depth international
case studies, including Tourism New Zealand and Agra Indian World Heritage Site, along with 17 mini cases to contextualise learning
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A companion website: www.elsevierdirect.com/9780750686938, packed with extra resources such as Power Point slides and interactive
multiple choice 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.
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.
With 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).
Audience
Intro level text for tourism mamangment degrees (mostly first year level and also HND level students). Also those on generic marketing degrees studying tourism as an option.
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.
| Bibliographic details |
Paperback, 528 pages, publication date: MAR-2009
ISBN-13: 978-0-7506-8693-8
Imprint: BUTTERWORTH HEINEMANN
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Price:
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USD 59.95
GBP 29.99
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Last update: 5 Sep 2009
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