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 marketing
Introduction
Tourism in the experience economy
Concepts related to customer experience
The evolution of marketing concepts
What is marketing?
Characteristics of tourism services
The importance of tourism marketing
Destination marketing organisations
Chapter 2: Strategic marketing framework
Introduction
Strategic marketing perspective
Environment analysis
Generic marketing strategies
Strategic analysis techniques
Strategic marketing plan
Chapter 3: Tourism markets
Introduction
Tourism consumer behaviour
Tourism as experience
Traveller involvement
Tourism destination choice
Market segmentation
Target market selection
Chapter 4: Marketing research
Introduction
Importance of marketing research
Marketing research process
Qualitative research methods
Quantitative research methods
'So what' - explanation of results and implementation
Chapter 5: Tourism service marketing mix
Introduction
The people element
The process element
Physical evidence: the servicescape
Chapter 6: Product
Introduction
Nature of tourism products
Product life cycle
Product strategy choice
Physical product
Servicescapes
New product development
Packaging and programming
Branding and positioning
Chapter 7: Price and pricing
Introduction
Price in the marketing mix
The transactional role of price and pricing
The promotional role of price
Determining the price
Price, pricing and strategic marketing
Pricing strategies to improve business performance
A note on socially responsible pricing and corporate social responsibility
Chapter 8: Marketing communications
Introduction
The communication process
The promotion mix
Internal marketing
Public relations
Chapter 9: Promotion
Introduction
Advertising
Brochures
Sales promotion
Personal selling
Sales management
Chapter 10: Customer relationship management
Introduction
Tourism as a service industry
Customer relationships and tourism
Refocusing marketing praxis
Customer relationship marketing becomes customer relationship management (CRM)
Rewarding loyal customers
Building and sustaining relationships through ICTs
When other suppliers are the customer
Chapter 11: Distribution
Introduction
Distribution: another name for place
Distribution channels
Distribution channels and relationships
Distribution in an electronic era
Chapter 12: Destination marketing
Introduction
Destinations and the destination mix
Marketing destinations
Approaches to destination marketing
Destination marketing organisations
Glossary
References
Index
