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This textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans.
Chapters contain in-depth case studies, including companies like Marine Dynamics Shark Tours (South Africa), Reality Tours & Travel (Mumbai, India), and Makeover Tours (Turkey). Thematic case studies include 'Halal Tourism in Southeast Asia', and 'Marketing and Branding Rwanda'. These illustrate key concepts and theory, with definitions, key summaries, and discussion questions providing further insights. This textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation.
List of contents
Part I: Understanding Marketing in the Tourism and Hospitality Industry.- Chapter 1: Tourism and Hospitality Marketing Principles.- Chapter 2: Characteristics of Tourism and Hospitality Marketing.-Part 2: Understanding the Tourism and Hospitality Market.- Chapter 3: Tourism and Hospitality Consumer Behaviour.- Chapter 4: Tourism and Hospitality Marketing Research.- Part 3: Designing the Tourism and Hospitality Marketing Strategy.- Chapter 5: Tourism and Hospitality Marketing Planning.- Chapter 6: The Tourism and Hospitality Marketing Environment.- Chapter 7: Market Segmentation, Targeting, and Positioning. -Part 4: Implementing the Tourism and Hospitality Marketing Mix.- Chapter 8: Tourism and Hospitality Products, Branding, and Pricing.- Chapter 9: Tourism Distribution.- Chapter 10: Promoting and Advertising Tourism and Hospitality Products.- Chapter 11: Designing the Tourism and Hospitality Promotions Mix.- Chapter 12: Digital Marketing in Tourism and Hospitality. -Part 5: Understanding Tourism and Hospitality Marketing Issues.- Chapter 13: Quality Service Experiences through Internal and Relationship Marketing.- Chapter 14: Marketing Tourism Destinations.
About the author
Richard George
is a senior lecturer at ICON College of Technology & Management/Falmouth University in the UK. He was formerly Associate Professor of Marketing at the University of Cape Town (UCT) and Director of the Tourism Research Unit at UCT. His research interests include safety and security issues and consumer behaviour in the travel and tourism industry. He holds a PhD in Marketing from UCT, South Africa.
Summary
This textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans.
Chapters contain in-depth case studies, including companies like Marine Dynamics Shark Tours (South Africa), Reality Tours & Travel (Mumbai, India), and Makeover Tours (Turkey). Thematic case studies include ‘Halal Tourism in Southeast Asia’, and ‘Marketing and Branding Rwanda’. These illustrate key concepts and theory, with definitions, key summaries, and discussion questions providing further insights. This textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation.
