Marketing in travel and tourism

[...]... mini-cases xxv Part One The Meaning of Marketing in Travel and Tourism 1 CHAPTER 1 Introducing travel and tourism 2 CHAPTER 2 Introducing marketing: the systematic thought process 20 CHAPTER 3 The special characteristics of travel and tourism marketing 38 CHAPTER 4 The dynamic business environment: factors in uencing demand for tourism 56 Part Two Understanding... the Consumer and the Marketing Mix in Travel and Tourism .75 CHAPTER 5 Understanding the consumer: tourism motivations and buyer behaviour 76 CHAPTER 6 Market segmentation for travel and tourism markets 96 CHAPTER 7 Product formulation in travel and tourism 118 CHAPTER 8 The evolving marketing mix for tourism services 136 Part Three Planning for Marketing Strategy and Short-term... Objectives and Compaigns 159 CHAPTER 9 Marketing research in travel and tourism 160 CHAPTER 10 Planning marketing strategy 180 CHAPTER 11 Marketing planning: the process 204 CHAPTER 12 Planning marketing campaigns: budgeting and evaluating marketing performance 220 xi xii Contents Part Four Communicating with and In uencing consumers 239 CHAPTER 13 The growth and role... the Main Sectors of Travel and Tourism 335 CHAPTER 18 Marketing tourism destinations 336 CHAPTER 19 Marketing accommodation 362 CHAPTER 20 Marketing passenger transport 382 CHAPTER 21 Marketing visitor attractions 404 CHAPTER 22 Marketing inclusive tours and product packages 426 Part Six Case Studies of Marketing Practice in Travel and Tourism .445 CASE 1 Tourism. .. combined through the medium of corporate web sites and associated Internet portals Traditional and new methods co-exist in travel and tourism but the shift to e -marketing is inevitable Integrated marketing communications are covered with a separate chapter on the role of brochures and other marketing print Part Five analyses the meaning and applications in practice of marketing in each of the five main... populated countries, China and India, expand and develop their economies and tourism sectors in the coming decades they are projected to take dominant positions as destinations and generating countries in the global market One may safely predict that marketing will be a subject of growing significance and interest in both countries Adapting and developing in different socio-economic and political cultures... continuing interest in tourism marketing for decades to come The Olympic Games in China in 2008 is a significant indication of what can be achieved A WORKING DEFINITION OF TRAVEL AND TOURISM Before drawing the discussion of the main markets in travel and tourism into a working definition, it may be helpful to clarify one important potential source of confusion What, if any, are the differences between tourism. .. focused on understanding and responding to customer needs and aspirations Combined, the application of the thought process and techniques is used in marketing- orientated organizations to define their strategic options and goals Marketing thinking guides the way businesses understand and in uence their target markets, and respond to them in a rapidly changing business environment Marketing is equally relevant... of travel and tourism marketing yet exists But the generic and common characteristics of travel and tourism services are leading to increasing consistencies of approach in marketing, adapted in the different sectors of travel and tourism to the opportunities and threats they perceive These common approaches point to a coherent, systematic body of knowledge within the framework of services marketing. .. countries on changing and sophisticating the consumer demand patterns of more experienced travellers  The remarkable economic growth in China and India that underpins massive potential for expanding the markets for travel and tourism within, from and to those countries  The continued worldwide growth of courses and books on every specific aspect of travel and tourism, which in our judgement increases the . dynamic business environment: factors in uencing demand for tourism 56 Part Two Understanding the Consumer and the Marketing Mix in Travel and Tourism 75 CHAPTER 5 Understanding the consumer: tourism. 180 CHAPTER 11 Marketing planning: the process 204 CHAPTER 12 Planning marketing campaigns: budgeting and evaluating marketing performance 220 xi Part Four Communicating with and In uencing consumers. role of brochures and other marketing print. Part Five analyses the meaning and applications in practice of marketing in each of the five main sectors of travel and tourism using a broadly common