Tourism Marketing

In the Age of the Consumer
1. Auflage 2022
ISBN: 978-0-415-72635-1
Verlag: Taylor & Francis Ltd

Buch, Englisch, 784 Seiten, Format (B × H): 174 mm x 246 mm, Gewicht: 1780 g

Tourism Marketing: In the Age of the Consumer offers a fresh and contemporary approach as an introductory textbook on tourism marketing. Six major themes along with the traditional core marketing principles are blended together:

- Age of the consumer: This book places the customer at the heart of tourism marketing and not the sector’s promotional apparatus.

- Experiences: It highlights the growing consumer interest in the enjoyment of experiences and experiential marketing.

- New media: Social media and e-marketing are given emphasis throughout. Coverage of new media is present in all chapters.

- Global marketplace: Every chapter adopts a global outlook and offers international perspectives.

- Environment and social responsibility: An emphasis is placed on the sustainability of tourism, including the concepts of ethical tourism and social responsibility.

- Events: This book treats events as a major tourism marketing topic and integrates events within the concept of experiential marketing.

Written in an engaging and accessible style, Tourism Marketing: In the Age of the Consumer is richly illustrated and full of actual case studies and examples looking at a wide variety of topics such as slum tourism, the sharing economy, staycations, event bidding, coping with COVID-19, air travel emissions and many more. Four features add interest and bring greater pedagogical value – Quick Bytes, Case Studies, Industry Voices and Vignettes. This will be essential reading for all tourism marketing students.

Autoren/Hrsg.

Morrison, Alastair (Purdue University, USA)

Morrison, Alastair M.

Gretzel, Ulrike (University of Queensland, Australia)

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen Tourismuswirtschaft, Gastgewerbe

Inhaltsverzeichnis

PART I: THE CONSUMER. 1. The consumer is first in tourism marketing. 2. Consumer behaviour in tourism. 3. Market and marketing research. 4. Customer relationship management. 5. Consumer use of social media. PART II: THE STRATEGY. 6. Social responsibility and ethical tourism. 7. Market segmentation. 8. Positioning, image and branding. 9. Marketing plan and marketing mix. PART III: THE IMPLEMENTATION. 10. Marketing communications. 11. Technology and e-marketing. 12. Tourism distribution channels. PART IV: THE TOURISM PRODUCT. 13. Product development and innovation. 14. Events and their development and marketing. 15. Regional development, marketing and partnerships. Part V: THE EVALUATION OF TOURISM MARKETING. 16. Marketing performance measurement

Über Autor(innen)

Alastair M. Morrison, Ph.D., is Research Professor in Marketing, Events and Tourism at the Greenwich Business School, University of Greenwich, UK. Formerly, he was Distinguished Professor Emeritus at Purdue University, USA, specialising in the area of tourism and hospitality marketing. He has published approximately 300 academic articles and conference proceedings and is the author of six books on tourism marketing and development, including Marketing and Managing Tourism Destinations, 2nd edition (Routledge, 2019) and World Tourism Cities (Routledge, 2022). Prof. Morrison is the Co-Editor-in-Chief of the International Journal of Tourism Cities and Co-Editor of the Routledge Handbook of Tourism Cities (Routledge, 2021).