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List of contents
I. PERSPECTIVES ON LEISURE TRAVEL.
1. A Personal View of the Travel Industry.
2. An Industry That Changed the World.
II. THE PSYCHOGRAPHICS OF TRAVEL.
3. Why Destinations Rise and Fall in Popularity.
4. The Psychographics of Travel Segments.
5. The Demographics of Travel.
6. Why Destinations Decline in Popularity and Nobody Ever Does Anything About It.
III. MARKETING LEISURE TRAVEL.
7. Some Overlooked Elements of Good Promotional Strategies.
8. The Importance of Positioning and Branding.
9. Using Psychographics for Effective Marketing.
10. Repositioning Destinations for Maximum Growth.
11. Positioning Travel Suppliers-A Case Example: The Airlines.
IV. BUILDING A FUTURE FOR LEISURE TRAVEL.
12. A Delicate Balance for the Future of Travel.
13. Leisure Travel-Now More Important Than Ever.
14. Ensuring a Future for Leisure Travel.
About the author
Stanley C. Plog. The career of Stanley C. Plog spans the worlds of academia, professional consulting, and business development. He founded Plog Research, Inc. and was its Chairman and CEO. The company serves a broad segment of the travel industry throughout the world, including airlines, hotel chains, destinations, cruise lines, rental car companies, and travel media. At UCLA, he was first the academic director of the Training Program in Social Psychiatry and formed the Urban Observatory, a social problems study center.
The popular press has labeled him "Dr. Destination" for his ability to turn around destinations and resort areas that face declining revenues. His accomplishments include helping rejuvenate troubled airlines, cruise lines, hotel groups, and other travel-related companies. He frequently speaks at major travel conferences worldwide, and is a regular contributor to ASTA Agency Management, Travel Weekly, and other trade publications. Dr. Plog is also an editor for the Journal of Travel Research and the Cornell Hotel and Restaurant Administration Quarterly. He has written two other books on travel (Leisure Travel: Making it a Growth Market ...Again!, and Vacation Places Rated). Currently, he operates as an independent consultant, continues to assist his previous company (now owned by NFO Worldwide), services an online research company (Equation Research), and provides guidance to destinations and travel suppliers.
Summary
Adopting a pragmatic approach to understanding how to market travel products and destinations, this book enables students to understand the needs of different types of travellers based on their personality profiles. It presents case examples of how to increase tourism and grow the leisure travel market, and is for courses in Travel and Tourism.
