Tourism marketing : in the age of the consumer
著者
書誌事項
Tourism marketing : in the age of the consumer
Routledge, 2022
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Approach -
This book takes a contemporary consumer and experience approach throughout that better reflects the way tourism marketing has evolved, is practiced and taught. It is written from a tourism industry perspective rather than an adapted marketing approach (Kotler).
Currency: Reflects the way Tourism marketing has evolved by integrating, Social media and e-marketing throughout, emphasising the sustainability of tourism including concepts such as ethical tourism and green marketing and raising events to the level of a major tourism marketing topic and integrates this with the concept of experiential marketing which is not present in other books.
Focuses on Tourism Marketing -Some books aim to cover every component of marketing for the tourism and hospitality industries, with a bias towards Hospitality (Kotler & Morrison). They therefore fail to cover Tourism Marketing in sufficient detail for 'Tourism Marketing' core modules unlike this book.
Length - Tourism Marketing is commonly taught in 1 semester and this book matches core content on these courses in 15 chapters. Competition is too long for these courses.
International approach - taking a global view in terms of content, case studies and examples.
Online Resources - Offering students and lecturers better & appropriate online resources including: Video Case Studies, test banks, sample marketing plans, instructors guide, PPT's & web links
目次
PART I: THE CONSUMER. 1. The consumer is first in tourism marketing. 2. Consumer behaviour in tourism. 3. Market and marketing research. 4. Customer relationship management. 5. Consumer use of social media. PART II: THE STRATEGY. 6. Social responsibility and ethical tourism. 7. Market segmentation. 8. Positioning, image and branding. 9. Marketing plan and marketing mix. PART III: THE IMPLEMENTATION. 10. Marketing communications. 11. Technology and e-marketing. 12. Tourism distribution channels. PART IV: THE TOURISM PRODUCT. 13. Product development and innovation. 14. Events and their development and marketing. 15. Regional development, marketing and partnerships. Part V: THE EVALUATION OF TOURISM MARKETING. 16. Marketing performance measurement
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