Marketing in travel and tourism /
Middleton, Victor T. C.
Marketing in travel and tourism / Victor T.C. Middleton with Jackie Clarke. - 3rd ed. - Oxford ; Boston : Butterworth-Heinemann, 2001. - xxii, 487 p. : ill. ; 25 cm.
Includes bibliographical references (p. [469]-474) and index.
Front Cover -- Marketing in Travel and Tourism -- Copyright Page -- Contents -- Foreword -- Preface -- Acknowledgements -- List of figures -- List of tables -- Abbreviations -- Part One: The Meaning of Marketing in Travel and Tourism -- 1. Introducing travel and tourism -- 2. Introducing marketing: the systematic thought process -- 3. The special characteristics of travel and tourism marketing -- 4. The dynamic business environment: factors influencing demand for tourism -- 5. The dynamic business environment: individual motivations and buyer behaviour. Part Two: Understanding the Marketing Mix in Travel and Tourism -- 6. The marketing mix for tourism services -- 7. Market segmentation for travel and tourism markets -- 8. Product formulation in tourism -- 9. The role of price in the marketing mix -- Part Three: Planning Strategy and Tactics for Travel and Tourism Marketing -- 10. Information and communications technology and tourism marketing -- 11. Marketing research: the information base for effective marketing -- 12. Planning marketing strategy -- 13. Planning marketing tactics. 14. Planning marketing campaigns: budgeting and measuring performance -- Part Four: Using the Principal Marketing Tools in Travel and Tourism -- 15. Advertising and public relations -- 16. Sales promotion, merchandising and personal selling -- 17. Brochures, other print and electronic information -- 18. Distribution channels in travel and tourism: creating access -- 19. Direct marketing -- Part Five: Applying Marketing in the Travel and Tourism Industry -- 20. Marketing countries as tourism destinations -- 21. Marketing visitor attractions -- 22. Marketing passenger transport. 23. Marketing accommodation -- 24. Marketing inclusive tours and product packages -- Part Six: Case Studies of Marketing Practice in Travel and Tourism -- 1. Travel Inn: a strategy for market development, market leadership and branding in the budget hotel sector -- 2. Longlands at Cartmel: an innovative Internet marketing strategy for a pioneering micro-business -- 3. RCI Europe: marketing for a timeshare exchange company -- 4. The Balearic Islands of Spain: strategy for more sustainable tourism development. 5. British Tourist Authority and Canadian Tourism Commission, ICT and the role of the Internet in NTO strategies for marketing and facilitation -- Epilogue: Prospects for travel and tourism marketing -- References and select bibliography -- Index.
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 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.
0750644710
Tourism--Marketing.
910
Marketing in travel and tourism / Victor T.C. Middleton with Jackie Clarke. - 3rd ed. - Oxford ; Boston : Butterworth-Heinemann, 2001. - xxii, 487 p. : ill. ; 25 cm.
Includes bibliographical references (p. [469]-474) and index.
Front Cover -- Marketing in Travel and Tourism -- Copyright Page -- Contents -- Foreword -- Preface -- Acknowledgements -- List of figures -- List of tables -- Abbreviations -- Part One: The Meaning of Marketing in Travel and Tourism -- 1. Introducing travel and tourism -- 2. Introducing marketing: the systematic thought process -- 3. The special characteristics of travel and tourism marketing -- 4. The dynamic business environment: factors influencing demand for tourism -- 5. The dynamic business environment: individual motivations and buyer behaviour. Part Two: Understanding the Marketing Mix in Travel and Tourism -- 6. The marketing mix for tourism services -- 7. Market segmentation for travel and tourism markets -- 8. Product formulation in tourism -- 9. The role of price in the marketing mix -- Part Three: Planning Strategy and Tactics for Travel and Tourism Marketing -- 10. Information and communications technology and tourism marketing -- 11. Marketing research: the information base for effective marketing -- 12. Planning marketing strategy -- 13. Planning marketing tactics. 14. Planning marketing campaigns: budgeting and measuring performance -- Part Four: Using the Principal Marketing Tools in Travel and Tourism -- 15. Advertising and public relations -- 16. Sales promotion, merchandising and personal selling -- 17. Brochures, other print and electronic information -- 18. Distribution channels in travel and tourism: creating access -- 19. Direct marketing -- Part Five: Applying Marketing in the Travel and Tourism Industry -- 20. Marketing countries as tourism destinations -- 21. Marketing visitor attractions -- 22. Marketing passenger transport. 23. Marketing accommodation -- 24. Marketing inclusive tours and product packages -- Part Six: Case Studies of Marketing Practice in Travel and Tourism -- 1. Travel Inn: a strategy for market development, market leadership and branding in the budget hotel sector -- 2. Longlands at Cartmel: an innovative Internet marketing strategy for a pioneering micro-business -- 3. RCI Europe: marketing for a timeshare exchange company -- 4. The Balearic Islands of Spain: strategy for more sustainable tourism development. 5. British Tourist Authority and Canadian Tourism Commission, ICT and the role of the Internet in NTO strategies for marketing and facilitation -- Epilogue: Prospects for travel and tourism marketing -- References and select bibliography -- Index.
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 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.
0750644710
Tourism--Marketing.
910