Tourism Marketing
An Asia-Pacific Perspective
(Sprache: Englisch)
Tourism Marketing provides a contemporary approach to formulating, implementing and monitoring marketing strategy for regional tourism marketers and small businesses, the latter comprising over 90% of the 'tourism industry'. The principal aim of Tourism...
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Klappentext zu „Tourism Marketing “
Tourism Marketing provides a contemporary approach to formulating, implementing and monitoring marketing strategy for regional tourism marketers and small businesses, the latter comprising over 90% of the 'tourism industry'. The principal aim of Tourism Marketing is to demonstrate how marketing principles apply in the tourism industry in Australia, New Zealand and the Asia-Pacific.This text will provide students with a thorough understanding of:
a conceptual framework for tourism and travel marketing
the role and importance of destination marketing organisations
factors influencing tourism demand and supply
characteristics of consumer-traveler behaviour
services marketing in tourism
the role of marketing research in management decision making
approaches to branding, positioning and segmentation
the philosophy of integrated marketing communications performance metrics
Tourism Marketing provides a contemporary approach to formulating, implementing and monitoring marketing strategy for regional tourism marketers and small businesses, the latter comprising over 90% of the 'tourism industry'. The principal aim of Tourism Marketing is to demonstrate how marketing principles apply in the tourism industry in Australia, New Zealand and the Asia-Pacific.
This text will provide students with a thorough understanding of:
- a conceptual framework for tourism and travel marketing
- the role and importance of destination marketing organisations
- factors influencing tourism demand and supply
- characteristics of consumer-traveler behaviour
- services marketing in tourism
- the role of marketing research in management decision making
- approaches to branding, positioning and segmentation
- the philosophy of integrated marketing communications performance metrics
This text will provide students with a thorough understanding of:
- a conceptual framework for tourism and travel marketing
- the role and importance of destination marketing organisations
- factors influencing tourism demand and supply
- characteristics of consumer-traveler behaviour
- services marketing in tourism
- the role of marketing research in management decision making
- approaches to branding, positioning and segmentation
- the philosophy of integrated marketing communications performance metrics
Inhaltsverzeichnis zu „Tourism Marketing “
Chapter 1: Introduction to tourism marketing.Chapter 2: Strategic marketing framework.
Chapter 3: Tourism markets.
Chapter 4: Marketing research.
Chapter 5: Tourism services marketing mix.
Chapter 6: Product.
Chapter 7: Pricing.
Chapter 8: Marketing communications.
Chapter 9: Promotion.
Chapter 10: Customer relationship management.
Chapter 11: Distribution.
Chapter 12: Destination marketing.
Autoren-Porträt von Cathy H. C. Hsu
CATHY H. C. HSU, is Associate Professor in the Department of Hotel, Restaurant, and Institution Management and Dietetics at Kansas State University in Manhattan, Kansas.Graham Brown is a senior examiner for Information and Communication Technology, an experienced author and a practising teacher with many years of experience.
Bibliographische Angaben
- Autor: Cathy H. C. Hsu
- 2008, 1. Auflage., 496 Seiten, Maße: 24,6 cm, Kartoniert (TB), Englisch
- With Cathy H. C. Hsu, Les Killion, Graham Brown et al.
- Verlag: Wiley & Sons
- ISBN-10: 047081490X
- ISBN-13: 9780470814901
Sprache:
Englisch
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