Marketing For Tourism 4th Ed.

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. This leading text has been fully revised and updated to take account of recent changes within this dynamic and fast-moving sector. A number of in-depth case studies compliment a strong pedagogical structure throughout the book, including learning objectives, illustrations, examples, 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.

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