Additional Information
Book Details
Abstract
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.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Marketing for Tourism | i | ||
| Contents | v | ||
| Preface | xi | ||
| Acknowledgements | xiv | ||
| List of abbreviations and glossary | xv | ||
| Part I Laying the groundwork | 1 | ||
| The marketing perspective | 3 | ||
| Learning outcomes | 3 | ||
| Introduction | 3 | ||
| What is marketing? | 6 | ||
| A historical overview | 8 | ||
| Some issues in travel and tourism marketing | 8 | ||
| Marketing as a field of study | 11 | ||
| Constraints in marketing | 12 | ||
| Categories of marketing | 15 | ||
| The nature of tourism services | 16 | ||
| Marketing planning | 23 | ||
| Learning outcomes | 23 | ||
| What is marketing planning? | 23 | ||
| Planning for what? | 24 | ||
| Setting objectives | 26 | ||
| The business environment | 26 | ||
| SWOT analysis | 30 | ||
| Worldaway Holidays: a SWOT analysis | 32 | ||
| Worldaway Holidays: resultant marketing plan | 34 | ||
| Strategic planning | 36 | ||
| Collaborative marketing | 40 | ||
| Forecasting | 42 | ||
| A tour operator’s new destination development | 46 | ||
| Setting the marketing budget | 47 | ||
| Organising for effective marketing | 48 | ||
| The marketing mix | 52 | ||
| A tour operator’s marketing plan | 55 | ||
| Controlling the marketing plan | 56 | ||
| Marketing research and its applications in tourism | 59 | ||
| Learning outcomes | 59 | ||
| What is marketing research? | 59 | ||
| Why marketing research? | 62 | ||
| What information do we need? | 63 | ||
| Commissioning research | 63 | ||
| The Marketing Information System | 64 | ||
| Ethics in research | 72 | ||
| Qualitative versus quantitative research methods | 84 | ||
| Econometric models | 86 | ||
| The tourist market | 100 | ||
| Learning outcomes | 100 | ||
| Introduction | 100 | ||
| Understanding needs and wants | 101 | ||
| Organisational marketing | 111 | ||
| Relationship marketing | 113 | ||
| Applying the theory in marketing tourism | 115 | ||
| Segmentation in travel and tourism marketing | 116 | ||
| Other lessons from Maslow | 119 | ||
| Decision-making for the travel purchase | 122 | ||
| Market segmentation as a guide to marketing planning | 124 | ||
| Tourism product policy | 129 | ||
| Learning outcomes | 129 | ||
| What is product policy? | 129 | ||
| Differentiating the product | 131 | ||
| Branding | 134 | ||
| The product mix | 144 | ||
| The product life cycle | 146 | ||
| Revitalising a product | 149 | ||
| Maddington Hall: revitalising a product | 149 | ||
| Launching a new product | 151 | ||
| The sustainable product | 154 | ||
| Why do products fail? | 155 | ||
| Screening the new product | 157 | ||
| Pricing the product | 161 | ||
| Learning outcomes | 161 | ||
| Introduction | 161 | ||
| The economics of price | 162 | ||
| Pricing and yield management | 165 | ||
| Internal influences on pricing | 169 | ||
| Pricing and the product mix | 171 | ||
| The role of price in the tourism marketing mix | 173 | ||
| Other influences on price | 174 | ||
| Developing a price policy | 175 | ||
| Non-commercial pricing policies | 180 | ||
| Strategic and tactical pricing | 183 | ||
| Discounting tactics | 185 | ||
| Part II Reaching the customer | 189 | ||
| Marketing communications and ICT applications | 191 | ||
| Learning outcomes | 191 | ||
| Introduction | 191 | ||
| The communications process | 192 | ||
| Determining the promotions mix | 195 | ||
| Communications and ICT | 197 | ||
| The communications budget | 199 | ||
| Determining the message objectives | 200 | ||
| Designing the message | 203 | ||
| Successful communications | 205 | ||
| Distributing travel and tourism | 208 | ||
| Learning outcomes | 208 | ||
| Introduction | 208 | ||
| Channel choice | 209 | ||
| Cost | 210 | ||
| Control and level of service | 210 | ||
| Efficiency | 211 | ||
| Transport distribution | 212 | ||
| Tour operators | 216 | ||
| Distributing accommodation | 217 | ||
| Intensive versus selective distribution | 218 | ||
| Distribution through travel agents | 219 | ||
| Cooperative distribution systems | 222 | ||
| Building links with the retail agent | 225 | ||
| Inventory control | 230 | ||
| Reservations systems | 231 | ||
| Future directions | 236 | ||
| The sales function | 238 | ||
| Learning outcomes | 238 | ||
| Introduction | 238 | ||
| The use of social and personal skills | 240 | ||
| The sales sequence | 242 | ||
| Sales training for overseas representatives | 245 | ||
| The role of the sales representative | 246 | ||
| Managing sales representatives | 248 | ||
| Selling through travel agents | 251 | ||
| Travel agency design | 254 | ||
| Tourism advertising | 263 | ||
| Learning outcomes | 263 | ||
| Introduction: ethical issues | 263 | ||
| Advertising objectives | 265 | ||
| Expenditure | 266 | ||
| Strategy in advertising | 268 | ||
| Timing the campaign | 278 | ||
| Advertising agencies | 279 | ||
| Evaluating the impact of advertising | 282 | ||
| Case history: Hoseasons – cost justification in practice | 283 | ||
| Door-to-door distribution | 284 | ||
| The travel brochure | 286 | ||
| Learning outcomes | 286 | ||
| The role of the travel brochure | 286 | ||
| Preparing the brochure | 287 | ||
| Accuracy and statutory requirements | 292 | ||
| Segmentation of the market | 294 | ||
| Evolution problems | 295 | ||
| Distributing the brochure | 296 | ||
| The brochure at point of sale | 298 | ||
| The e-brochure | 298 | ||
| Evaluating the brochure | 301 | ||
| Sales promotion for travel and tourism | 303 | ||
| Learning outcomes | 303 | ||
| The nature of sales promotion | 303 | ||
| The techniques of sales promotion | 305 | ||
| Planning the sales promotion | 309 | ||
| Evaluating the impact of promotion | 312 | ||
| Exhibitions and trade fairs | 314 | ||
| Making trade presentations | 316 | ||
| Planning and organising consumer presentations | 317 | ||
| Direct marketing: theory and practice | 321 | ||
| Learning outcomes | 321 | ||
| What is direct marketing? | 321 | ||
| Evaluating the impact of direct marketing | 328 | ||
| Direct sell holidays | 329 | ||
| Using databases | 330 | ||
| Direct marketing for destinations | 332 | ||
| Tunisian National Tourist Office Marketing Campaign | 332 | ||
| Some guidelines for good direct mail letters | 333 | ||
| Public relations and its uses in the tourism industry | 338 | ||
| Learning outcomes | 338 | ||
| Why PR? | 338 | ||
| PR: its definition, characteristics and role | 339 | ||
| The organisation of PR | 342 | ||
| The PRO | 343 | ||
| Mounting a PR campaign | 343 | ||
| Gaining publicity | 344 | ||
| Press relations | 345 | ||
| The familiarisation visit | 354 | ||
| Handling unfavourable publicity | 359 | ||
| Evaluating campaign results | 362 | ||
| Corporate social responsibility | 363 | ||
| Marketing control | 367 | ||
| Learning outcomes | 367 | ||
| Control in the marketing process | 367 | ||
| Performance control | 369 | ||
| Quality control | 371 | ||
| Financial control | 372 | ||
| Efficiency control | 373 | ||
| Strategic control | 375 | ||
| Part III Case studies | 379 | ||
| An integrated marketing campaign to expand Travelocity’s member base | 381 | ||
| Small business survival in the wake of September 11th: the case of Trips Worldwide | 396 | ||
| Marketing a specialist product: the holiday homes rental market in Norway | 403 | ||
| Restructuring an airline: the fall and rise of Adria Airways | 414 | ||
| Leeds Castle: reappraising marketing strategy to maximise opportunities | 421 | ||
| Marketing the concept of a destination: the launch of Destination Wessex | 430 | ||
| The use of personalities to support a campaign for recovery: Yorkshire Tourist Board | 438 | ||
| Piran: establishing a sustainable ‘gem city’ | 445 | ||
| Repositioning a hospitality product: The Cross at Kingussie, Scotland | 455 | ||
| Branding a tourist attraction: Middleton, the National Botanic Garden of Wales | 461 | ||
| Marketing little-known destinations: the island of Saaremaa, Estonia | 471 | ||
| The small museum and its struggle to survive: the Museum of Bath at Work | 478 | ||
| The past, present and future of a popular tourist destination: the Costa del Sol | 487 | ||
| Bibliography | 494 | ||
| Index | 498 |