Marketing In Travel And Tourism 4th Ed.

Description:
'Marketing in Travel and Tourism' aims to guide and support readers through the complexities of tourism marketing in the 21st C. It sets out clear explanations of marketing principles and concepts adapted from mainstream services marketing, and goes on to illustrate the range of applications currently practised in the modern visitor economy. Now in its fourth edition, and reprinted almost every year since 1988, each chapter of the book has been updated to include current evaluations of all the key developments in marketing, especially consumer centric marketing and the now focal role of the Internet in the marketing mix. The chapters on communicating with customers have been extensively rewritten to take account of e-marketing and related marketing developments in tourism that are pulled together in a forward looking Epilogue. This fully revised edition includes: full colour interior with pedagogic features such as discussion questions and exercises to encourage further exploration of key areas; new material on the role of e-marketing, motivations and consumer behaviour; five in-depth international case studies, including Tourism New Zealand and Agra Indian World Heritage Site, along with 17 mini cases to contextualise learning; and a companion website packed with extra resources such as Power Point slides and interactive multiple choice questions to aid teaching and learning. 'Marketing in Travel and Tourism' provides a truly international and comprehensive guide to marketing in the global travel industry, an indispensible text for all students and lecturers. Victor T.C. Middleton is Independent Management Consultant; Visiting Professor, Oxford Brookes University and University of Central Lancashire, UK. Alan Fyall is Reader in Tourism Management in the International Centre for Tourism & Hospitality Research and Deputy Dean Research and Enterprise in the School of Services Management, Bournmouth University, UK. Mike Morgan is Senior lecturer in Leisure and Tourism Marketing and program leader for MA European Tourism Management, Bournmouth University, UK. With Ashok Ranchhod, BSc, MBA, PHd., who is Faculty Research Professor, Southampton Business School, UK, FCIM, Senior Examiner for the Strategic Marketing in Practice module and Visiting Professor at Napier University, Southampton University, University of Angers (France) and MICA (India).

Author Biography:
After a career starting with Procter & Gamble, followed by the British Tourist Authority and the University of Surrey, Victor Middleton has been an independent management consultant, academic and author since 1984. He has a wide portfolio of international interests in travel and tourism, in marketing, research and sustainability. Over the years he has worked in many parts of the world and holds appointments as Visiting Professor at Oxford Brookes University and the University of Central Lancashire. He is a founder fellow (1977) and former chairman of the UK Tourism Society. A well known author, Victor Middleton has written several books and over one hundred articles and reports. Alan is Reader in Tourism Management in the International Centre for Tourism & Hospitality Research, and Head of Research for the School of Services Management at Bournemouth University, UK. Alan has published widely with his areas of expertise spanning the management of attractions, heritage tourism and destination management. Alan has co-edited Managing Visitor Attractions: New Directions (2003) published by Butterworth Heinemann, while he has co-authored Tourism Marketing: A Collaborative Approach (2005) and the third edition of Tourism Principles and Practice (2005) published by Channel View and Prentice Hall respectively. Alan has recently completed a number of projects for external clients in the South West of England exploring suitable structures for emerging Destination Management Organisations and has conducted work in the Caribbean and Southern Africa for the Commonwealth Secretariat.