MARKETING FOR TOURISM AND HOSPITALITY
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- Author: ALAN FYALL
- ISBN: 9781138121294
- Availability: In Stock
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ABOUT THE BOOK
The marketing landscape
has changed dramatically in recent years, especially for tourism and
hospitality practitioners. Marketing for these industries is now a
multi-dimensional, collaborative venture driven by technological change and the
growing demand for authentic co-created experiences.
Marketing for Tourism and
Hospitality provides students with a contemporary, accessible and
useful resource as they prepare to encounter the complexities and challenges of
tourism and hospitality marketing globally. A clear articulation of the
changing landscape, a comprehensive introduction to the three underpinning
themes of collaboration, technology and experiences, and a plentiful supply of international
case material provide students with an enjoyable and digestible resource that
is both academically rigorous and practice-oriented, helping them prepare for
day-to-day problems in the dynamic world of marketing.
This
contemporary, challenging and highly applied text is an indispensable resource
for all students of tourism and hospitality degree programmes.
Chapter 1 Revisiting Traditional Approaches to the Marketing of Tourism and Hospitality
Alan Fyall and Kenneth Deptula
Chapter 2 The Need for Change: The Dynamics of the Global Tourism and Hospitality Industry
Alan Fyall
Chapter 3 Collaboration, Technology and Experiences: Drivers for Change in the Marketing of Tourism and Hospitality
Alan Fyall and Kenneth Deptula
Chapter 4 Collaboration Marketing: Partnerships, Networks and Relationships
Alan Fyall and Kenneth Deptula
Chapter 5 Technology and Marketing: Social Media and Beyond
Youcheng Wang
Chapter 6 Experiential Marketing: A Question of Co-Creation
Isabelle Frochot
Chapter 7 New Trends in Tourism and Hospitality Consumption
Isabelle Frochot
Chapter 8 Services Characteristics and Processes
Isabelle Frochot
Chapter 9 Looking Beyond Quality
Isabelle Frochot
Chapter 10 Delving Deep into the Experience
Isabelle Frochot
Chapter 11 Consumer Intelligence Searching: Emerging Tools, Methodologies, and Techniques
Isabelle Frochot
Chapter 12 Marketing Strategy
Patrick Legohérel
Chapter 13 Market Segmentation, Targeting and Positioning
Patrick Legohérel
Chapter 14 International Marketing Strategy
Patrick Legohérel
Chapter 15 Marketing Destinations
Youcheng Wang
Chapter 16 Innovation and New Tourism and Hospitality Products, Services and Experiences
Patrick Legohérel
Chapter 17 Pricing and Revenue Management
Patrick Legohérel
Chapter 18 Image and Branding
Youcheng Wang
Chapter 19 Customer Relationship Management: Loyalty and Social Networks
Patrick Legohérel
Chapter 20 Channels of Distribution
Youcheng Wang
Chapter 21 Media, Public Relations and Marketing Communications
Youcheng Wang
Chapter 22 The Future of Tourism and Hospitality Marketing
Alan Fyall