Tourism marketing for cities and towns : using branding and events to attract tourists
著者
書誌事項
Tourism marketing for cities and towns : using branding and events to attract tourists
Elsevier/Butterworth-Heinemann, c2006
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
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
- 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
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