ホスピタリティ・旅行マーケティング（第５版） Hospitality and Travel Marketing（5 NED）

著者名：Morrison, Alastair M.

Routledge（2022/10/27発売）

• 言語：ENG
• ISBN：9781032274133
• eISBN：9781000655711

Description

Fully revised and updated for its fifth edition, Hospitality and Travel Marketing provides students with an international and systematic approach to hospitality and travel marketing structured around planning, research, implementation, control, and evaluation.

Written in a user-friendly style and structured in a logical and organized manner to aid learning, students benefit from the ease of communication, practical nature, and excellent use of relevant and up-to-date cases. The author's global experience in the industry is emphasized through content on hospitality and travel marketing and other parts of tourism, along with a plethora of timely and relevant ‘real-life’ case examples from around the world.

This new fifth edition is positioned as a post-COVID-19 text, reflecting the new realities of marketing after the pandemic, and has been updated to reflect these current trends in the field, including e-marketing, mobile marketing, societal marketing, and destination branding. It specifically has been updated by:

• Including three new technology chapters on e-marketing, marketing on social media platforms, electronic customer relationship management (eCRM), and customer co-creation in marketing

• A new chapter on social responsibility, societal and social marketing

• New content on the new realities of the post-COVID era and the increasing competitiveness in hospitality and travel, greater emphasis on branding, disruptive technologies, consumer control, marketing and generations, uses of user-generated content, and globalization

• New global case studies throughout with reflective questions to use in class or for self-study

• New marketing and e-marketing mini cases throughout the book

• New and updated additional resources to aid understanding and teaching, including PowerPoint slides

This international, accessible, and comprehensive whole-industry textbook, written by a world-renowned author and industry expert, is an invaluable study companion for students of hospitality and travel marketing.

Table of Contents

Part I: Introduction to Marketing. What is Marketing?

1. Marketing in the Contemporary World

ExcelCase: Chapter 1: The Walt Disney Company: Exemplifying Marketing Orientation

2. The Hospitality and Travel Marketing System

ExcelCase: Chapter 2: It’s Almost as Good as Being There: Virtual Reality in Travel

3. Societal Marketing, Social Responsibility and Social Marketing

ExcelCase: Chapter 3: Ben & Jerry’s: A Company Built on Social Responsibility

Part II: Planning: Research and Analysis. Where Are We Now?

4. Customer Behavior

ExcelCase: Chapter 4: Jollibee Foods: Knowing your Customers Better than Competitors

5. Market and Marketing Research

ExcelCase: Chapter 5: Destination Canada: Masters of research in tourism

6. Analyzing Marketing Opportunities

ExcelCase: Chapter 6: DoorDash: Spotting Profitable Niches

Part III: Planning: Marketing Strategy and Planning. Where Would We Like to Be?

7. Marketing Strategy: Market Segmentation and Trends

ExcelCase: Chapter 7: Contiki: Youthful segmentation pays off

8. Marketing Strategy: Positioning, Image, Branding and Alternative Strategies

 Debonairs Pizza: Slicing Up the Market in Africa and the UAE

9. The Marketing Plan and the 8 Ps

ExcelCase: Chapter 9: Newport Beach and Company: Newport Beach and Company Destination Business Plan

Part IV: Implementing the Marketing Plan. How do We Get There?

10. Product Development and Partnerships  

ExcelCase: Chapter 10: Accor: Innovation in accommodation

11. People: Services and Service Quality

ExcelCase: Chapter 11: The Ritz-Carlton Hotel Company: Service standards set in gold

12. Packaging and Programming

ExcelCase: Chapter 12: Club Med: Legendary packaging and programming

13. Place: Online and Offline Distribution

ExcelCase: Chapter 13: Airbnb: Living like a local

14. Promotion: Integrated Marketing Communications

ExcelCase: Chapter 14: Nando’s: Spicey flavored IMC

15. Promotion: Information Communication Technologies and e-Marketing

ExcelCase: Chapter 15: Expedia: Travel as a Force for Good

16. Promotion: Marketing on Social Media Platforms

ExcelCase: Chapter 16: Tourism Australia: Social Media Wonder Down Under

17. Promotion: eCRM and Co-Creation in Marketing

ExcelCase: Chapter 17: Hotel Loyalty Programs: Plastic Loyalty or True Devotion?

18. Promotion: Advertising, Sales Promotion and Merchandising, Personal Selling, and Public Relations

ExcelCase: Chapter 18: Red Rooster: Calling you to Dine

19. Pricing, Value, and Yield

ExcelCase: Chapter 19: AirAsia: Ranking High in the Skies

Part V: Controlling and Evaluating the Plan. How do We Make Sure We Get There? How do We Know if We Got There?

20. Marketing Performance Measurement

ExcelCase: Chapter 20: TUI: KPIs at TUI