Marketing for Tourism

Series
Financial Times
Author
J. Christopher Holloway  
Publisher
Pearson
Cover
Softcover
Edition
4
Language
English
Total pages
544
Pub.-date
April 2004
ISBN13
9780273682295
ISBN
0273682296
Related Titles


Product detail

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9780273682295
Marketing for Tourism
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Description

The fourth edition of Marketing for Tourism provides an introduction to the general theory of marketing and its application in the various sectors of the travel and tourism industry.   A number of in-depth case studies complement a strong pedagogical structure throughout the book, including learning objectives, illustrations and examples, and end-of-chapter questions and issues for discussion. Clearly laid out and accessibly written, the book is ideal for students taking modules on marketing for tourism within undergraduate degrees in Tourism, Marketing and Business Studies. It is also suitable for postgraduate, professional and conversion courses in Tourism.

 

 

Features

  • Comprehensive coverage of marketing within the travel and tourism industry
  • Even balance of theory and practice with up-to-date examples
  • Bank of in-depth case studies at the end of the book
  • Clearly-written with regular pedagogical features to aid the learning process
  • New to this Edition

  • Update of theory and examples throughout
  • Range of brand new and international cases
  • Expanded coverage of relationship marketing, branding and B2B
  • Impacts of internet and e-marketing as well as the broader e-commerce environment
  • Table of Contents

    Part I Laying the groundwork
    1. The marketing perspective
    2. Marketing planning
    3. Marketing research and its applications in tourism
    4. The tourist market
    5. Tourism product policy
    6. Pricing the product 

    Part II Reaching the customer
    7. Marketing communications and ICT applications
    8. Distributing travel and tourism
    9. The sales function
    10. Tourism advertising
    11. The travel brochure
    12. Sales promotion for travel and tourism
    13. Direct marketing: theory and practice
    14. Public relations and its uses in the tourism industry
    15. Marketing control 

    Part III Case studies
    1. An integrated marketing campaign to extend Travelocity's member base
    2. Small business survival in the wake of September 11th: the case of Trips worldwide
    3. Marketing a specialist product: the holiday homes rental market in Norway
    4. Restructuring an airline: the fall and rise of Adria Airways
    5. Leeds Castle: reappraising marketing strategy to maximise opportunities
    6. Marketing the concept of a destination: the launch of Destination Wessex
    7. The use of personalities to support a campaign for recovery: Yorkshire Tourist Board
    8. Piran: establishing a sustainable 'gem city'
    9. Repositioning a hospitality product: The Cross at Kingussie, Scotland
    10. Branding a tourist attraction: Middleton: the National Botanic Garden of Wales
    11. Marketing little-known destinations: the island of Saaremaa, Estonia
    12. The small museum and its struggle to survive: the Museum of Bath at Work
    13. The past, present and future of a popular tourist destination: the Costa del Sol 

    Back Cover

    Marketing for Tourism provides an introduction to the theory of marketing and its application in the various sectors of the travel and tourism industry. This leading text has been fully revised and updated to take account of recent changes within this dynamic environment.

    The fourth edition provides a wide international dimension, notably in the13 longer case studies at the end of the text. A brand new section shows full colour illustrations of recent advertising and promotional strategies. There is broad-ranging coverage of key issues such as branding, CRM, sustainability and the changing patterns of distribution in this fast-moving industry.

    A strong pedagogical structure throughout the book includes learning objectives, mini cases, and end-of-chapter questions and issues for discussion. Clearly laid out and accessibly written, the book is ideal for students taking modules on marketing for tourism within undergraduate and masters-level degrees in Tourism, Hospitality, Marketing and Business Studies.

     

    Key features

    • Range of brand new and international cases
    • Coverage of relationship marketing, branding and sustainability
    • Impacts of new technologies, internet and e-marketing
    • Thorough update, particularly of tour operating and retail environments
    • New chapter on The Sales Function
    • Website provides a selection of presentation slides at www.booksites.net/holloway

     

    Chris Holloway was formerly Professor of Tourism Management, University of the West of England.


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