Full Description
This second edition of this comprehensive textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, responsible tourism marketing, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans. Written in an accessible and user-friendly style - this entire industry textbook includes case studies, drawing on the author's experience and real-life examples.
Revised and expanded throughout, it covers:
Advances in AI, robotics and automation
Digital marketing, electronic customer relationship management (eCRM) and uses of user-generated content (UGC)
New and updated content and discussion questions for self-study and to use in class
A new chapter on responsible tourism marketing and sustainable approaches to marketing
Consumer behaviour in tourism and the effects of climate change and changes in consumer attitudes.
New trends in tourism and hospitality marketing
New in-depth real-life case studies and industry insights throughout the book
Along with key concepts and theory, definitions, key summaries, and discussion questions, accompanying online flashcards and PowerPoint slides for lecturers, this textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation.
Contents
Part I: Understanding Marketing in the Tourism and Hospitality Industry.- Chapter 1: Tourism and Hospitality Marketing Principles.- Chapter 2: Characteristics of Tourism and Hospitality Marketing.-Part 2: Understanding the Tourism and Hospitality Market.- Chapter 3: Tourism and Hospitality Consumer Behaviour.- Chapter 4: Tourism and Hospitality Marketing Research.- Part 3: Designing the Tourism and Hospitality Marketing Strategy.- Chapter 5: Tourism and Hospitality Marketing Planning.- Chapter 6: The Tourism and Hospitality Marketing Environment.- Chapter 7: Market Segmentation, Targeting, and Positioning. -Part 4: Implementing the Tourism and Hospitality Marketing Mix.- Chapter 8: Tourism and Hospitality Products, Branding, and Pricing.- Chapter 9: Tourism Distribution.- Chapter 10: Promoting and Advertising Tourism and Hospitality Products.- Chapter 11: Designing the Tourism and Hospitality Promotions Mix.- Chapter 12: Digital Marketing in Tourism and Hospitality. -Part 5: Understanding Tourism and Hospitality Marketing Issues.- Chapter 13: Quality Service Experiences through Internal and Relationship Marketing.- Chapter 14: Marketing Tourism Destinations.- chapter 15: Socially Responsible Marketing.
