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Full Description
Hospitality and Tourism Marketing: Building Customer Driven Hospitality and Tourism Organizations is an absolutely crucial book in light of the world post COVID-19. Following the pandemic, big hotel chains like the Accor Group and Marriot closed outlets, but post COVID-19, the global hospitality and tourism sector is bouncing back.
In bouncing back though, the pandemic brought to the fore the absolute need for high levels of customer centricity in a world that was gripped by fear. This new Hospitality and Tourism (H&T) Marketing book takes a customer-oriented approach to discussing marketing discipline in the global H&T sector. With chapters spanning topics like service characteristics of hospitality and tourism marketing, people management strategies for service businesses, consumer behaviour, designing and building brands, electronic marketing, internet marketing, database marketing, and direct marketing and relationship marketing, this book has the right balance of technology and consumer-oriented topics to provide the right balance for tourism marketing practitioners post pandemic.
Contents
Chapter 1: Understanding Marketing Chapter 2: Marketing for Hospitality and Tourism Chapter 3: Service Characteristics of Hospitality and Tourism Marketing Chapter 4: People Management Strategies for Service Businesses Chapter 5: The Role of Marketing in Strategic Planning Chapter 6: Business Strategy Planning Chapter 7: Marketing Information Systems and Marketing Research Chapter 8: Consumer Behaviour Chapter 9: Organisational Buyer Behaviour Chapter 10: Market Segmentation Chapter 11: Market Targeting and Positioning Chapter 12: Designing and building brands Chapter 13: New product development Chapter 14: The Product life cycle Chapter 15: Pricing Products: Pricing Considerations, Approaches, and Strategy Chapter 16: Distribution Channels Chapter 17: Promoting Products: Communication and Policy Promotion Chapter 18: Promoting Products: Public Relations and Sales Promotion Chapter 19: Promoting Products: The Marketing Communications Plan Chapter 20: Professional Sales Chapter 21: Internal Marketing Chapter 22: Building Customer Loyalty through Quality Chapter 23: Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing Chapter 24: Relationship Marketing Chapter 25: Destination Marketing Chapter 26: Segmenting and Monitoring the Tourism Market Chapter 27: Tourism Strategies and Investments Chapter 28: DEVELOPING TOURISM and HOSPITALITY MARKETING PLANS
