Marketing tourism : a practical guide
Author(s)
Bibliographic Information
Marketing tourism : a practical guide
Longman, 1991
2nd ed
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Note
Includes bibliographies and index
Description and Table of Contents
Description
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.
Table of Contents
- 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.
by "Nielsen BookData"