|aMilton, Qld. : |bJohn Wiley & Sons Australia, |c2008.
|axvi, 480 p. : |bill. ; |c25 cm.
|aWiley Australia tourism series
|aIncludes bibliographical references (p. 442-465) and index.
|aTourism 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'.
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-traveller 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
Chapter 1: Introduction to tourism marketingIntroductionTourism in the experience economyConcepts related to customer experienceThe evolution of marketing conceptsWhat is marketing?Characteristics of tourism servicesThe importance of tourism marketingDestination marketing organisations Chapter 2: Strategic marketing framework IntroductionStrategic marketing perspectiveEnvironment analysisGeneric marketing strategiesStrategic analysis techniquesStrategic marketing plan Chapter 3: Tourism marketsIntroductionTourism consumer behaviourTourism as experienceTraveller involvementTourism destination choiceMarket segmentationTarget market selection Chapter 4: Marketing researchIntroductionImportance of marketing researchMarketing research processQualitative research methodsQuantitative research methods'So what' - explanation of results and implementation Chapter 5: Tourism service marketing mixIntroductionThe people elementThe process elementPhysical evidence: the servicescape Chapter 6: ProductIntroductionNature of tourism productsProduct life cycleProduct strategy choicePhysical productServicescapesNew product developmentPackaging and programmingBranding and positioning Chapter 7: Price and pricingIntroductionPrice in the marketing mixThe transactional role of price and pricingThe promotional role of priceDetermining the pricePrice, pricing and strategic marketingPricing strategies to improve business performanceA note on socially responsible pricing and corporate social responsibility Chapter 8: Marketing communicationsIntroductionThe communication processThe promotion mixInternal marketingPublic relations Chapter 9: PromotionIntroductionAdvertisingBrochuresSales promotionPersonal sellingSales management Chapter 10: Customer relationship managementIntroductionTourism as a service industryCustomer relationships and tourismRefocusing marketing praxisCustomer relationship marketing becomes customer relationship management (CRM)Rewarding loyal customersBuilding and sustaining relationships through ICTsWhen other suppliers are the customer Chapter 11: DistributionIntroductionDistribution: another name for placeDistribution channelsDistribution channels and relationshipsDistribution in an electronic era Chapter 12: Destination marketingIntroductionDestinations and the destination mixMarketing destinationsApproaches to destination marketingDestination marketing organisationsGlossaryReferencesIndex