ツーリズム・マーケティング：消費者の視座 Tourism Marketing : In the Age of the Consumer

著者名：Morrison, Alastair M.

Routledge（2022/03/29発売）

• 言語：ENG
• ISBN：9780415726351
• eISBN：9781317929659

Description

Tourism Marketing: In the Age of the Consumer offers a fresh and contemporary approach as an introductory textbook on tourism marketing. Six major themes along with the traditional core marketing principles are blended together:

• Age of the consumer: This book places the customer at the heart of tourism marketing and not the sector’s promotional apparatus.
• Experiences: It highlights the growing consumer interest in the enjoyment of experiences and experiential marketing.
• New media: Social media and e-marketing are given emphasis throughout. Coverage of new media is present in all chapters.
• Global marketplace: Every chapter adopts a global outlook and offers international perspectives.
• Environment and social responsibility: An emphasis is placed on the sustainability of tourism, including the concepts of ethical tourism and social responsibility.
• Events: This book treats events as a major tourism marketing topic and integrates events within the concept of experiential marketing.

Written in an engaging and accessible style, Tourism Marketing: In the Age of the Consumer is richly illustrated and full of actual case studies and examples looking at a wide variety of topics such as slum tourism, the sharing economy, staycations, event bidding, coping with COVID-19, air travel emissions and many more. Four features add interest and bring greater pedagogical value – Quick Bytes, Case Studies, Industry Voices and Vignettes. This will be essential reading for all tourism marketing students.

Table of Contents

Preface

PART I: THE CONSUMER

1. The consumer is first in tourism marketing

2. Consumer behaviour in tourism

3. Market and marketing research

4. Customer relationship management

5. Consumer use of social media

PART II: THE STRATEGY

6. Social responsibility and ethical tourism

7. Market segmentation

8. Positioning, image and branding

9. Marketing plan and marketing mix

PART III: THE IMPLEMENTATION

10. Marketing communications

11. Technology and e-marketing

12. Tourism distribution channels

PART IV: THE TOURISM PRODUCT

13. Product development and innovation

14. Events and their development and marketing

15. Regional development, marketing and partnerships

Part V: THE EVALUATION OF TOURISM MARKETING

16. Marketing performance measurement

Glossary

Index