Marketing tourism : a practical guide
著者
書誌事項
Marketing tourism : a practical guide
Longman, 1991
2nd ed
大学図書館所蔵 全13件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographies and index
内容説明・目次
内容説明
The explanation of the principles of tourism and its marketing characteristics offered in this book should provide the framework for marketing planning and operation by all tourist interests in the public and private sectors. Full understanding of the role of the public sector tourist organizations representing the destination is fundamental, as they are responsible for the essence of the "product" and act as the key focal point. This is the reason for concentrating on their proper function which needs industry partnership and influence for success. While many of the examples of operation are taken from Britain, the principles apply widely and generally to the international movement. Many of the case studies and statistics relate to the international field. Although international action is more difficult and complex than the domestic market functions, the same guidelines and practices apply domestically as internationally, through the scale of activity may often be modest in the local areas. However, the links to the wider universe must be in place for full development.
Chapters have been updated to reflect current trends and new sections included on "Tourism in Crisis", which looks at the impact of political events on tourism, while "Tourism and the Environment" considers the issues involved and steps to be taken to ensure compatibility between tourism development and environmental protection. This book has not been written specifically for the hotelier, tranporter or tour operator, though many of the principles apply to their marketing operation. It has been written as a practical guide for those concerned with marketing the tourist destination, whether in the public or commercial sector.
目次
- Travel and the tourist
- the tourist service trades
- the marketing concept
- market research
- product analysis
- market analysis and segmentation
- market measurement and forecasting
- travel and holiday motivations
- external factors
- marketing planning
- marketing tools and techniques
- the marketing mix and co-operative marketing
- budgets and allocations
- marketing organization and structure
- marketing strategy
- after sales service
- product development
- product presentation
- themes and anniversaries
- seasonality
- business travel
- the marketing audit
- the role of the National Tourist Organization
- future trends.
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