Marketing for Tourism

J. Christopher Holloway

510 pages, parution le 10/05/2004 (4^eme édition)

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Résumé

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.

Comprehensive coverage of marketing within 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

Sommaire

Part I Laying the groundwork
- The marketing perspective
- Marketing planning
- Marketing research and its applications in tourism
- The tourist market
- Tourism product policy
- Pricing the product
Part II Reaching the customer
- Marketing communications and ICT applications
- Distributing travel and tourism
- The sales function
- Tourism advertising
- The travel brochure
- Sales promotion for travel and tourism
- Direct marketing: theory and practice
- Public relations and its uses in the tourism industry
- Marketing control
Part III Case studies
- An integrated marketing campaign to extend Travelocity's member base
- Small business survival in the wake of September 11th: the case of Trips worldwide
- Marketing a specialist product: the holiday homes rental market in Norway
- Restructuring an airline: the fall and rise of Adria Airways
- Leeds Castle: reappraising marketing strategy to maximise opportunities
- Marketing the concept of a destination: the launch of Destination Wessex
- The use of personalities to support a campaign for recovery: Yorkshire Tourist Board
- Piran: establishing a sustainable 'gem city'
- Repositioning a hospitaltity product: The Cross at Kingussie, Scotland
- Branding a tourist attraction: Middleton: the National Botanic Garden of Wales
- Marketing little-known destinations: the island of Saaremaa, Estonia
- The small museum and its struggle to survive: the Museum of Bath at Work
- The past, present and future of a popular tourist destination: the Costa del Sol

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	J. Christopher Holloway
Parution	10/05/2004
Édition	4^eme édition
Nb. de pages	510
Format	19 x 24,5
Couverture	Broché
Poids	1005g
Intérieur	Noir et Blanc
EAN13	9780273682295
ISBN13	978-0-273-68229-5