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| TOURISM MARKETING FOR CITIES AND TOWNS
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 Using Branding and Events to Attract Tourists
To order this title, and for more information, click here
By
Bonita Kolb, Associate Professor of Business
Lycoming College, Williamsport, PA, USA
Description
Tourism Marketing for Cities and Towns provides thorough and succinct coverage of marketing theory specific to the tourism industry. It
focuses on developing the branded destination with special emphasis on promotional planning. In addition, it contains numerous international
examples, discussion questions, and strategic planning worksheets.
Audience
Introductory undergraduates in tourism and marketing; tourism professionals and marketers
Contents
Chapter One: Tourism to Cities and Towns
- History of urban tourism
- Defining and packaging town as destination
- Using tourism to support
economic development
Chapter Two: Marketing Theory Applied to Places
- Introduction to marketing theory
- Positioning and branding the
event
- Providing unique experiences valued by younger tourists
Chapter Three: Product analysis
- Analysis of physical product (attractions,
sports, entertainment)
- Analysis of aesthetic product (culture, scenery, history)
- Analysis of tourist services (hotels, dining, tours)
Chapter Four: Branding the Town
- Using branding to gain recognition
- Finding a event that conveys the correct image
- Developing the
message for each tourist segment
Chapter Five: Targeting the Visitor
- Defining the tourist segments
- Targeting by event activity
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Researching new target markets
Chapter Six: Packaging the Product
- Shaping the appropriate city image
- Packaging itineraries of product
and experience
- Packaging activities as events
Chapter Seven: Partnering with the Community
- Finding resources using economic development
funds
- Government programs available to develop the tourism product
- Using tourism to attract new businesses
Chapter Eight: Developing
the Image and Message
- Creating the promotion message
- Planning the event place and image
- Using the promotion mix components
Chapter
Nine: Planning the Promotion
- Communicating using advertising and public relations
- Visitor centers, familiarization tours and personal
selling
- Direct marketing to target tourist segments
Chapter Ten: Evaluating the Impact
- Understanding the tourist experience
- Evaluating
economic impacts
- Researching local resident opinions
Conclusion:
- List of available community and government resources
-Case studies
for use in class
| Bibliographic details |
Paperback, 328 pages, publication date: MAR-2006
ISBN-13: 978-0-7506-7945-9
ISBN-10: 0-7506-7945-X
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 40.95
USD 43.95
GBP 27.99
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Last update: 27 Sep 2008
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