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.
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
You may be interested in our other recommendations for Higher Vocational Travel and Tourism books:
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GCSE
BTEC National
AS/A2
Tourism: An Introduction
International Cases in Tourism Management
