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Full Description
Marketing Tourism in South Africa 6e offers a solid foundation in marketing theory applied to the unique context of the tourism industry in South Africa. This updated edition is a definitive source for universities, universities of technology and colleges where courses in Tourism Marketing and Event Marketing are offered.
Marketing Tourism in South Africa 6e is written in a simple and concise style to appeal to both tourism students and practitioners. The text familiarises the reader with the tourism industry in South Africa its statistics, trends, main organisations and role-players.
Contents
Part 1: Understanding marketing in the tourism industry
1: Tourism marketing principles
2: Characteristics of tourism marketing
Part 2: Gathering information for decision making
3: The tourism marketing environment
4: Tourism marketing planning
5: Tourism marketing research
Part 3: Analysing the tourism market
6: Segmentation, targeting and positioning
7: Consumer behaviour in tourism
Part 4: The tourism marketing mix
8: Tourism products
9: Pricing tourism products
10: Tourism distribution
11: Promoting and advertising tourism products
12: Sales promotion and personal selling strategies
13: Digital marketing and direct marketing strategies
14: Marketing collateral, public relations in tourism
Part 5: Understanding marketing issues in tourism
15: Service quality through internal and relationship marketing
16: Learning outcomes
17: Event marketing
18: Tourism trends and the future of tourism marketing
