Marketing Tourism and Hospitality Concepts Cases 1st edition by Richard George ISBN 3030641104 978-3030641108

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ISBN 10: 3030641104
ISBN 13: 978-3030641108
Author: Richard George

This textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans.

Chapters contain in-depth case studies, including companies like Marine Dynamics Shark Tours (South Africa), Reality Tours & Travel (Mumbai, India), and Makeover Tours (Turkey). Thematic case studies include ‘Halal Tourism in Southeast Asia’, and ‘Marketing and Branding Rwanda’. These illustrate key concepts and theory, with definitions, key summaries, and discussion questions providing further insights. This textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation.

Marketing Tourism & Hospitality Concepts & Cases 1st Table of contents:

Introduction

• Overview of Tourism and Hospitality Marketing
• The Role of Marketing in the Tourism and Hospitality Industry
• Understanding the Global Tourism Market
• How This Book Will Help You Master Tourism and Hospitality Marketing

Chapter 1: Fundamentals of Tourism and Hospitality Marketing

• Defining Tourism and Hospitality Marketing
• Key Concepts in Tourism and Hospitality Marketing
• The Marketing Mix in Tourism and Hospitality
• Understanding the Consumer in Tourism and Hospitality

Chapter 2: Tourism and Hospitality Market Segmentation

• Identifying Key Segments in the Tourism Market
• Demographic, Psychographic, and Behavioral Segmentation
• Niche Markets in Tourism and Hospitality
• Tailoring Marketing Efforts to Different Segments

Chapter 3: Consumer Behavior in Tourism and Hospitality

• Understanding Tourist and Guest Behavior
• The Decision-Making Process in Tourism and Hospitality
• The Impact of Culture, Motivation, and Perception
• The Influence of Social Media and Online Reviews on Consumer Decisions

Chapter 4: Destination Marketing

• What is Destination Marketing?
• Branding and Positioning a Destination
• Developing and Promoting Destination Images
• Case Studies: Successful Destination Marketing Campaigns

Chapter 5: Marketing Hospitality Services

• The Unique Aspects of Marketing Hotels, Resorts, and Other Lodging
• The Role of Service Quality in Hospitality Marketing
• Customer Relationship Management (CRM) in Hospitality
• Managing Reputation and Guest Satisfaction

Chapter 6: Digital Marketing in Tourism and Hospitality

• The Role of Digital Marketing in the Industry
• Social Media Marketing and Engagement
• Search Engine Optimization (SEO) for Tourism Websites
• Using Email Marketing and Content Marketing in the Industry

Chapter 7: Branding in Tourism and Hospitality

• Building a Strong Brand in Tourism and Hospitality
• The Importance of Brand Loyalty and Customer Retention
• Case Studies: Leading Tourism and Hospitality Brands
• Managing Brand Equity in the Competitive Market

Chapter 8: Marketing Communications and Promotion Strategies

• Advertising and Public Relations in Tourism and Hospitality
• Promotional Strategies and Tactics
• Online vs. Offline Marketing Communications
• Integrating Marketing Communications for Maximum Impact

Chapter 9: Pricing Strategies in Tourism and Hospitality

• Understanding Pricing Strategies in Tourism and Hospitality
• Dynamic Pricing and Yield Management
• Seasonal Pricing and Special Offers
• Pricing for Different Market Segments and Customer Groups

Chapter 10: Relationship Marketing in Tourism and Hospitality

• Building Strong Customer Relationships
• Loyalty Programs and Customer Retention Strategies
• Creating Memorable Customer Experiences
• The Importance of Service Recovery in the Hospitality Industry

Chapter 11: Sustainable Tourism and Marketing

• The Rise of Eco-Tourism and Sustainable Travel
• Marketing Sustainable Tourism Products
• Ethical Marketing Practices in the Tourism and Hospitality Industry
• The Future of Sustainable Tourism Marketing

Chapter 12: Innovation and Trends in Tourism and Hospitality Marketing

• Emerging Trends: Smart Tourism, Virtual and Augmented Reality
• Technological Innovations in the Tourism and Hospitality Industry
• The Impact of Artificial Intelligence and Automation
• Future Directions in Marketing for the Industry

Chapter 13: Marketing Strategies for Tourism and Hospitality Startups

• Developing Marketing Strategies for New Businesses
• Overcoming Challenges in Marketing New Destinations and Services
• Creating a Unique Value Proposition for Startups
• Case Studies: Marketing Strategies for Successful Tourism Startups

Conclusion

• Key Takeaways from the Book
• The Future of Tourism and Hospitality Marketing
• Continuing Your Education and Career in Tourism and Hospitality Marketing

Appendix

• Glossary of Key Terms in Tourism and Hospitality Marketing
• Recommended Resources and Tools for Tourism Marketers
• Case Study: Analyzing Real-World Tourism and Hospitality Marketing Campaigns
• Further Reading and Research Topics

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