Tourism and hospitality marketing

[...]... research, and implementing the marketing mix The text also includes sections on contemporary marketing issues such as integrated marketing communications, internet marketing, responsible marketing, and internal marketing Tourism and Hospitality Marketing: A Global Perspective begins, in Chapter 1, with an introduction to tourism and hospitality marketing in general, which discusses the definition and role... affecting tourism marketing today Successful marketing in tourism and hospitality requires careful planning and execution Chapter 3, which focuses on the development of a marketing plan in the tourism and hospitality industry, discusses the eight key steps in the marketing planning process Practical examples from various sectors of the tourism industry are also provided Chapter 4, on marketing research in tourism. .. looks at the marketing of two particularly important sectors: events and conferences, and allinclusive resorts Chapter 13 is concerned with contemporary tourism marketing issues and looks towards the future An analysis of tourism marketing trends is followed by a discussion about tourism Hudson-Prelims:Hudson-Prelims.qxd xiv 1/21/2008 5:30 PM Page xiv Tourism and Hospitality Marketing marketing in... responsible marketing and cause-related marketing of tourism The final two sections look at the marketing of sport and adventure tourism, and marketing tourism in times of crisis Pedagogical Features The objective of all chapters in this text is to cover the basic tourism and hospitality theories well while omitting unnecessary detail Careful selection of topics, appropriate depth of coverage, and concise... depends on a clear understanding of the changing tourism marketing environment This book begins with a chapter dedicated to the current global tourism marketing environment The chapter starts with an introduction to tourism and hospitality marketing in general, by discussing the definition and role of marketing and its importance in international tourism A synopsis of services marketing theory highlights... role of marketing and its importance in tourism A synopsis of services marketing theory highlights the unique characteristics of services and introduces important service marketing models, such as the services marketing triangle and the services marketing mix The chapter then focuses on tourism worldwide and analyses the key players in the tourism industry The remainder of the chapter examines the marketing. .. demand and supply: the influence of marketing Source: Middleton, V T C and Clarke, J (2001) Marketing in Travel and Tourism Oxford: Butterworth-Heinemann Knowledge of the customer, and all that it implies for management decisions, is generally referred to as consumer or marketing orientation A detailed understanding of consumer characteristics and buying behaviour is central to the activities of marketing. .. economy as a whole, and tourism now represents a quarter of all exports of services In 2005 employment in the travel and tourism economy comprised over 200 million jobs or 8.2 per cent of total employment Alongside the growth of the tourism industry, tourism education has expanded rapidly over the last few decades, reflecting the growing recognition of tourism (and the travel and hospitality industries... major direct marketing tools The chapter concludes with a section on word-of-mouth communication, an important but often misunderstood form of promotion in tourism Chapter 10 examines a fast-growing area of tourism and hospitality marketing: direct internet marketing The chapter discusses the six ways in which the internet is being used by the tourism and hospitality industry: direct e -marketing, advertising,... They examine the marketing of diverse tourism products, such as sport and adventure tourism, nostalgia tourism, space tourism, wine tourism and educational tourism, and have been carefully selected so as to be of specific interest to students Some readers will be fascinated to learn how Canadian Mountain Holidays sells 7,000 heli-skiing trips a year with no advertising; why educational tourism is attracting . sections on contemporary marketing issues such as integrated marketing com- munications, internet marketing, responsible marketing, and internal marketing. Tourism and Hospitality Marketing: A Global. sections examine responsible marketing and cause-related marketing of tourism. The final two sections look at the marketing of sport and adventure tourism, and marketing tourism in times of crisis. Pedagogical. being used by the tourism and hospitality industry: direct e -marketing, advertising, distribution and sales, providing infor- mation, customer service and relationship marketing, and marketing research. Chapter