Intends to guide and support readers through the complexities of tourism marketing in the 21st C. This title sets out explanations of marketing principles and concepts adapted from mainstream services marketing, and goes on to illustrate the range of applications practised in the modern visitor economy.
"Marketing in Travel and Tourism" aims to guide and support readers through the complexities of tourism marketing in the 21st C. It sets out clear explanations of marketing principles and concepts adapted from mainstream services marketing, and goes on to illustrate the range of applications currently practised in the modern visitor economy. Now in its fourth edition, and reprinted almost every year since 1988, each chapter of the book has been updated to include current evaluations of all the key developments in marketing, especially consumer centric marketing and the now focal role of the Internet in the marketing mix. The chapters on communicating with customers have been extensively rewritten to take account of e-marketing and related marketing developments in tourism that are pulled together in a forward looking Epilogue.; This fully revised edition includes: full colour interior with pedagogic features such as discussion questions and exercises to encourage further exploration of key areas; new material on the role of e-marketing, motivations and consumer behaviour; five in-depth international case studies, including Tourism New Zealand and Agra Indian World Heritage Site, along with 17 mini cases to contextualise learning; and a companion website packed with extra resources such as Power Point slides and interactive multiple choice questions to aid teaching and learning. "Marketing in Travel and Tourism" provides a truly international and comprehensive guide to marketing in the global travel industry, an indispensible text for all students and lecturers. Victor T.C. Middleton is Independent Management Consultant; Visiting Professor, Oxford Brookes University and University of Central Lancashire, UK. Alan Fyall is Reader in Tourism Management in the International Centre for Tourism ; Mike Morgan is Senior lecturer in Leisure and Tourism Marketing and program leader for MA European Tourism Management, Bournmouth University, UK. With Ashok Ranchhod, BSc, MBA, PHd., who is Faculty Research Professor, Southampton Business School, UK, FCIM, Senior Examiner for the Strategic Marketing in Practice module and Visiting Professor at Napier University, Southampton University, University of Angers (France) and MICA (India).