| Edition |
4th ed. |
| Description |
1 online resource (xxv, 502 pages) : color illustrations |
|
data file |
| Physical Medium |
polychrome |
| Bibliography |
Includes bibliographical references (pages 487-491) and index. |
| Contents |
pt. 1. The Meaning of Marketing in Travel and Tourism -- Ch. 1. Introducing travel and tourism -- Ch. 2. Introducing marketing: the systematic thought process -- Ch. 3. The special characteristics of travel and tourism marketing -- Ch. 4. The dynamic business environment: factors influencing demand for tourism -- pt. 2. Understanding the Consumer and the Marketing Mix in Travel and Tourism -- Ch. 5. Understanding the consumer: tourism motivations and buyer behaviour -- Ch. 6. Market segmentation for travel and tourism markets -- Ch. 7. Product formulation in travel and tourism -- Ch. 8. The evolving marketing mix for tourism services -- pt. 3. Planning for Marketing Strategy and Short-term Operational Objectives and Compaigns -- Ch. 9. Marketing research in travel and tourism -- Ch. 10. Planning marketing strategy -- Ch. 11. Marketing planning: the process -- Ch. 12. Planning marketing campaigns: budgeting and evaluating marketing performance -- pt. 4. Communicating with and Influencing Consumers -- Ch. 13. The growth and role of information and communications technology and the rise of the dominant consumer -- Ch. 14. E-marketing: the effective use of ICT -- Ch. 15. Distribution channels in travel and tourism: creating access -- Ch. 16. Integrating the promotional and communications mix -- Ch. 17. Brochures, print and other non-electronic information -- pt. 5. Applying Marketing in the Main Sectors of Travel and Tourism -- Ch. 18. Marketing tourism destinations -- Ch. 19. Marketing accommodation -- Ch. 20. Marketing passenger transport -- Ch. 21. Marketing visitor attractions -- Ch. 22. Marketing inclusive tours and product packages -- pt. 6. Case Studies of Marketing Practice in Travel and Tourism -- Case 1. Tourism New Zealand -- Case 2. YOTEL -- Case 3. Agra -- Indian World Heritage Site -- Case 4. Travelodge -- Case 5. Alistair Sawday Guides -- Epilogue: Prospects for travel and tourism marketing. |
| Summary |
"Marketing in Travel and Tourism aims to guide and support readers through the complexities of tourism marketing in the 21st C. It sets out clear explanations of marketing principles and concepts adapted from mainstream services marketing, and goes on to illustrate the range of applications currently practised in the modern visitor economy. Now in its fourth edition, and reprinted almost every year since 1988, each chapter of the book has been updated to include current evaluations of all the key developments in marketing, especially consumer centric marketing and the now focal role of the Internet in the marketing mix. The chapters on communicating with cutomers have been extensively rewritten to take account of e-marketing and related marketing developments in tourism that are pulled together in a forward looking Epilogue"--Back cover. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Tourism -- Marketing.
|
|
Tourism -- Marketing. |
| Genre/Form |
Electronic books.
|
| Added Author |
Fyall, Alan.
|
|
Morgan, Michael, 1948 September 29-
|
| Other Form: |
Print version: Middleton, Victor T.C. Marketing in travel and tourism. 4th ed. Amsterdam ; Boston ; London : Butterworth-Heinemann, 2009 9780750686938 (DLC) 2008054448 (OCoLC)280404793 |
| ISBN |
9780080942957 (electronic book) |
|
0080942954 (electronic book) |
|
9780750686938 (paper) |
|
0750686936 (paper) |
|
9780080970516 |
|
0080970516 |
|
9786612737657 |
|
6612737654 |
| Standard No. |
9786612737657 |
|
