Summary
Contents
Subject index
Front Matter
Chapters
- Chapter 1: The Global Tourism Marketing Environment
- Opening Vignette: Disney Expands Global Empire to Hong Kong
- Introduction
- Snapshot: War as a Tourism Attraction in Vietnam
- The Influence of Marketing on Tourism
- Snapshot: Repairing the Image of America
- Marketing Services
- Key Players in the Global Tourism Industry
- Snapshot: Opening the Home of Robert Graves
- Influences on the Tourism Marketing Environment
- Global Spotlight: The Holy Land Experience
- Chapter Summary
- Case Study: The Influence of Politics on Tourism: The Case of Myanmar
- Chapter 2: Consumer Behaviour
- Opening Vignette: Vacations from the Heart: Traveller Philanthropy
- Introduction
- Factors Influencing Consumer Behaviour
- Snapshot: Backpackers with Gold Cards
- Snapshot: Adventurer Annie
- The Buying Process
- Organizational Buyer Behaviour
- Global Trends in Consumer Behaviour
- Global Spotlight: Semester at Sea
- Snapshot: Longing for the Way We Were: Nostalgia Tourism
- Chapter Summary
- Case Study: Rites of Passage: Schoolies Week in Queensland, Australia
- Chapter 3: Developing a Marketing Plan
- Opening Vignette: An Adventure with Bruce Poon Tip
- Introduction
- The Corporate Connection
- Analysis and Forecasting
- Global Spotlight: Targeting the Overweight: Size-friendly Vacations at Freedom Paradise
- Snapshot: Wine for Dudes
- Snapshot: Planning the Growing Chinese Travel Market
- Setting Marketing Goals and Objectives
- Marketing Strategy: Targeting and Positioning
- Snapshot: Positioning ‘Four’ Success: Four Seasons Hotels and Resorts
- Tactics and Action Plans
- Resource Requirements
- Marketing Control
- Communicating the Plan
- Chapter Summary
- Case Study: The Failure of Roots Air
- Chapter 4: Marketing Research
- Opening Vignette: Mystery Shopping Uncovers Directional Selling in the UK
- Introduction
- Applied Research in Tourism and Hospitality
- Snapshot: Global Study Finds Travellers' Needs Not Being Met by the Travel Industry
- Stages in the Research Process
- Research Methodology
- Snapshot: Research in the Food Service Industry
- Snapshot: Measuring the Impact of Captain Corelli's Mandolin on Tourism in Cephalonia
- Global Spotlight: Lack of Research Contributes to EuroDisney Disaster
- Sampling
- Common Research Errors
- Effective Use of Marketing Research in Decision-making
- Chapter Summary
- Case Study: How was the Skiing? Finding the Best Way to Measure Service Quality
- Chapter 5: The Tourism and Hospitality Product
- Opening Vignette: Concorde: A Journey Through the Product Life Cycle
- Introduction
- Product Levels
- Physical Evidence and Servicescape
- Snapshot: The Greatest Briton Ever: The New Churchill Museum in London
- Product Planning
- Global Spotlight: The Coolest Place in Town: Sweden's Icehotel
- Branding
- Snapshot: Chefs as Brands: The Case of Jamie Oliver
- Packaging
- New Product Development
- Snapshot: Sydney BridgeClimb
- Approaches to New Product Development
- Chapter Summary
- Case Study: Creating an Alpine Winter Experience
- Chapter 6: Pricing
- Opening Vignette: Space Tourism: Priced Out of This World
- Introduction
- Factors Determining Pricing Decisions
- Contributions of Economics to Pricing
- Snapshot: Pricing for the Luxury Market: Burj Al Arab Hotel, Dubai
- Pricing and Positioning
- Snapshot: Low-cost Airlines Take to the Air
- Basic Approaches to Pricing
- Pricing Strategies for New Products
- Other Pricing Techniques
- Global Spotlight: ‘Save Time, Save Money’: Ski by the Hour at Banff Mount Norquay
- Snapshot: Pricing at the Cherry Blossom Festival in Japan
- Strategic and Tactical Pricing
- Tourism and Hospitality Characteristics That Affect Pricing Policy
- Chapter Summary
- Case Study: Safari and a Facelift: The Rise of Medical Tourism
- Chapter 7: Distribution
- Opening Vignette: Making Alliances in South Africa's Game Reserves
- Introduction
- The Nature and Types of Distribution Channels
- Functions of the Distribution System
- Distribution and Physical Location
- Snapshot: Travel Flows in the Ski Industry
- Marketing Intermediaries
- Snapshot: http://Weekendtrips.com
- Global Spotlight: Vocation Vacations
- Channel Conflict and Organization
- Snapshot: Expanding Overseas: Native Tribe Buys Hard Rock Café Chain
- Designing the Distribution System
- Distribution Channel Management
- Chapter Summary
- Case Study: Profiting from Fun: Canadian Mountain Holidays
- Chapter 8: Marketing Communications: The Role of Advertising and Sales Promotions
- Opening Vignette: ‘What Happens in Vegas, Stays in Vegas’
- Introduction
- Marketing Promotion Tools
- The Communication Process
- Integrated Marketing Communications (IMC) in Tourism
- Global Spotlight: VisitBritain Leverages Pottermania
- Push and Pull Promotional Strategies
- Snapshot: Carnival Cruise's Holiday Gift Marketing Campaign
- Tourism Advertising
- Snapshot: Advertising to Tourists You Don't Want: Sex Tourism in Brazil
- Snapshot: Promoting Cheddar Caves & Gorge
- Sales Promotions
- Joint Promotions
- Chapter Summary
- Case Study: Club 18–30 Growing Up
- Chapter 9: Marketing Communications: Public Relations, Personal Selling, Direct Marketing, and Word of Mouth
- Opening Vignette: Marketing the Most Spectacular Train Trip in the World
- Introduction
- Roles and Functions of Public Relations
- Snapshot: Kenya's Efforts to Recover from a Crisis
- Public Relations Techniques
- Snapshot: Celebrity Power at Atlantis Resort
- Personal Selling
- Snapshot: Selling Beds at The Westin Edmonton
- Direct Marketing and Direct Response Advertising
- Global Spotlight: Dennis Campbell's Postcard Campaign
- Word of Mouth
- Chapter Summary
- Case Study: Puerto Rico Targets Business Travellers
- Chapter 10: Internet Marketing
- Opening Vignette: Travel Blogs
- Introduction
- Snapshot: The End of the Brochure as We Know It?
- The Use of the Internet in Tourism and Hospitality
- Snapshot: How to Convert Website Hits into Sales
- Global Spotlight: Shatner Still Flying: the Priceline Model
- Snapshot: Why Do Travellers Purchase Online?
- Marketing Research
- Chapter Summary
- Case Study: Where the bloody hell are you? Australia ad creates ‘global online traffic jam’
- Chapter 11: Providing Service Quality Through Internal Marketing
- Opening Vignette: Beyond the Call of Duty
- Introduction
- The Internal Marketing Process
- Snapshot: The Airline with a Sense of Humour: WestJet Airlines
- Snapshot: Internal Marketing at Fairmont Hotels & Resorts
- Delivering Service Quality
- Measuring Service Quality
- Global Spotlight: ‘It's Our Pleasure!’ – Service Excellence at the Sheraton Suites Calgary Eau Claire
- The Behavioural Consequences of Service Quality
- Loyalty and Relationship Marketing
- Snapshot: Travel Rewards Still a Hot Ticket
- Service Recovery
- Chapter Summary
- Case Study: Richard Branson: Driving Service Quality From the Top
- Chapter 12: Destination Marketing
- Opening Vignette: From Prison Cell to Tourist Attraction: Robben Island, Cape Town, South Africa
- Introduction
- International Attractions
- Snapshot: Targeting Turtle-lovers: Praia do Forte in Brazil
- Objectives and Benefits of Destination Marketing
- Snapshot: Singapore Gambling on the Future
- The Role of Destination Marketing Organizations (DMOs)
- Tourism Development
- Destination Branding
- Snapshot: The Incredible India Campaign
- Destination Promotion
- Marketing Events, Festivals and Conferences
- Global Spotlight: The Greatest Outdoor Show on Earth – The Calgary Stampede
- Marketing All-inclusive resorts
- Chapter Summary
- Case Study: Branding New Zealand as Middle Earth
- Chapter 13: Contemporary Issues in Tourism and Hospitality Marketing
- Opening Vignette: Second Life and the Virtual Hotel
- Introduction
- Demographic Trends
- Behavioural Trends
- Snapshot: Torture Tourism? Visit a Gulag in Russia
- Tourism Marketing in the Experiential Economy
- Snapshot: Promoting Destinations Through Film: The Case of the Bahamas
- Responsible Marketing of Tourism
- Global Spotlight: Machu Picchu in Peru Limits Access to Tourists
- Cause-related Marketing in Tourism
- Marketing Sport and Adventure Tourism
- Snapshot: Destination Marathoners
- Marketing Tourism in Times of Crisis
- Chapter Summary
- Case Study: Marketing After a Crisis: Recovering from the Tsunami in Thailand
Back Matter
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