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Full Description
The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment, has led to an increased emphasis on communications strategies in today's digital era.
Marketing Communications in Tourism and Hospitality discusses this vital discipline specifically for the tourism and hospitality industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, while developing practical skills needed to understand, interpret, and implement communications strategies within a management context.
This new edition has been updated to include:
New case studies, drawing on insights from both academics and leading industry practitioners. These cases and illustrations span multiple international regions and service sectors, such as hotels, airlines, food and beverage, events, tour operators, attractions, and destination marketing.
Enhanced and extended content including two new chapters focusing on digital and interactive marketing and sustainability marketing and communications issues and strategies. These chapters introduce key contemporary topics, including social media marketing, AI, and "nudge" marketing.
Online resources are provided for case study discussions and updated weblinks and reading suggestions, as well as discussion questions at the end of chapters.
This systematic and cohesive text is essential reading for tourism and hospitality management students and an invaluable resource for marketing practitioners in this growing area.
Contents
1. Positioning Marketing Communications for Tourism and Hospitality. PART I CORE CONCEPTS SHAPING MARKETING COMMUNICATIONS 2. Communications Theory and Applications. 3. The Marketing Environment and Its Relationship to Marketing Strategy. 4. Consumer Roles in Marketing Communications. PART II STRATEGIC FOUNDATIONS OF MARKETING COMMUNICATIONS 5. Marketing Strategy and Organizational Strategy. 6. Segmentation, Targeting, and Positioning. 7. Marketing Communications Planning. PART III IMPLEMENTING MARKETING COMMUNICATIONS STRATEGIES 8. Communications Strategies. 9. Digital Marketing. 10. Marketing Sustainability and Sustainability Marketing. 11. Conclusions and Future Issues in Marketing Communications.
