Marketing in Travel and Tourism
- 3rd Edition - April 27, 2001
- Imprint: Butterworth-Heinemann
- Authors: Jackie R. Clarke, Victor T.C. Middleton
- Language: English
- eBook ISBN:9 7 8 - 0 - 0 8 - 0 5 1 1 1 0 - 8
Now in its third edition, the best-selling text, Marketing in Travel and Tourism, explains the principles and practice of marketing as they are increasingly being applied in the… Read more
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Request a sales quoteNow in its third edition, the best-selling text, Marketing in Travel and Tourism, explains the principles and practice of marketing as they are increasingly being applied in the global travel and tourism industry. Building on the success of previous editions, the authors have completely revised the text to reflect the changes in the travel and tourism industry in the 21st century.
International examples and case studies drawn from recent practice in several countries are used throughout the text. Case studies emphasising the role of ICT include: Microburners, Travel Inn (budget hotels), RCI Europe, the Balearic Islands, and ICT and the role of the Internet in international NTO strategies.
With its comprehensive content and user friendly style, Marketing in Travel and Tourism third edition takes the reader from an initial definition of the subject matter through to the application of marketing in the travel and tourism industry, discussing crucial components such as planning strategy and the marketing mix, making it an indispensable text for both students and practitioners alike.
International examples and case studies drawn from recent practice in several countries are used throughout the text. Case studies emphasising the role of ICT include: Microburners, Travel Inn (budget hotels), RCI Europe, the Balearic Islands, and ICT and the role of the Internet in international NTO strategies.
With its comprehensive content and user friendly style, Marketing in Travel and Tourism third edition takes the reader from an initial definition of the subject matter through to the application of marketing in the travel and tourism industry, discussing crucial components such as planning strategy and the marketing mix, making it an indispensable text for both students and practitioners alike.
Explains the concepts and principles of marketing
Extensive use of case histories and examples
A classic work of reference
Extensive use of case histories and examples
A classic work of reference
Students and managers involved in all aspects of travel and tourism.
The meaning of marketing in travel and tourism - Introducing travel and tourism; Introducing marketing: the systematic thought process; The special characteristics of travel and tourism marketing; The dynamic business environment: factors influencing demand for tourism; The changing business environment: individual motivations and buyer behaviour; Understanding the marketing mix in travela and tourism - The marketing mix for tourism services; Market segmentation for travel and tourism markets; Travel and tourism products; Product formulation in tourism; The role of price in the marketing mix; Planning strategy and tactics for travel and tourism marketing - Information communications technology (ICT) and tourism marketing; Marketing research: the information base for effective marketing; Planning marketing strategy; Planning marketing tactics; Planning marketing campaigns: budgeting and measuring performance; Using the principal marketing tools in travel and tourism - Advertising and public relations; Sales promotion and merchandising; Brochures, other print and electronic information; Distribution channels in travel and tourism: creating access; Direct marketing; Applying marketing in the travel and tourism industry - Marketing countries as tourism destinations; Marketing visitor attractions; Marketing passenger transport; Marketing accommodation; Marketing inclusive tours and product packages; Case studies of marketing practice in travel and tourism - Travel Inn: a strategy for market development, market leadership and branding in the budget hotel sector; Longlands at Cartmel: internet marketing strategy for a pioneering micro-business; RCI Europe: marketing strategy for the leading timeshare exchange company; The Balearic Islands of Spain: strategy for more sustainable tourism development; British Tourist Authority and Canadian Tourism Commission: ICT and the role of the Internet in NTO strategies for marketing facilitation; Epilogue: prospects for travel and tourism marketing.
- Edition: 3
- Published: April 27, 2001
- Imprint: Butterworth-Heinemann
- No. of pages: 512
- Language: English
- eBook ISBN: 9780080511108
JC
Jackie R. Clarke
Affiliations and expertise
Senior Lecturer in Marketing and Tourism at The Business School, Oxford Brookes University. She previously worked for a large airline/tour operating corporation and has tourism project experience in Eastern Europe.VM
Victor T.C. Middleton
After a career starting with Procter & Gamble, followed by the British Tourist Authority and the University of Surrey, Victor Middleton has been an independent management consultant, academic and author since 1984. He has a wide portfolio of international interests in travel and tourism, in marketing, research and sustainability. Over the years he has worked in many parts of the world and holds appointments as Visiting Professor at Oxford Brookes University and the University of Central Lancashire. He is a founder fellow (1977) and former chairman of the UK Tourism Society. A well known author, Victor Middleton has written several books and over one hundred articles and reports.
Affiliations and expertise
Independent Management Consultant; Visiting Professor, Oxford Brookes University and University of Central Lancashire, UK