Marketing tourism and hospitality : concepts and cases

Livre

George, Richard (1968-....). Auteur

Edité par PALGRAVE MACMILLAN - 2021

La quatrième de couverture indique : "This 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, 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."

Understanding marketing in the tourism and hospitality industry. 1. Tourism and hospitality marketing principles. 2. Characteristics of tourism and hospitality marketing. Understanding the tourism and hospitality market. 3. Tourism and hospitality consumer behaviour. 4. Tourism and hospitality marketing research. Designing the tourism and hospitality marketing strategy. 5. Tourism and hospitality marketing planning. 6. The tourism and hospitality marketing environment. 7. Market segmentation, targeting, and positioning. Implementing the tourism and hospitality marketing mix. 8. Tourism and hospitality products, branding, and pricing. 9. Tourism distribution. 10. Promoting and advertising tourism and hospitality products. 11. Designing the tourism and hospitality promotions mix. 12. Digital marketing in tourism and hospitality. Understanding tourism and hospitality marketing issues. 13. Quality service experiences through internal and relationship marketing. 14. Marketing tourism destinations.

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