The International Marketing of Travel and Tourism
Palgrave Macmillan (Verlag)
978-0-333-71758-5 (ISBN)
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Tourism marketing has long been considered as a branch of traditional marketing. However, in recent years, tourism marketing has gone through fundamental changes: the pursuit of global strategies based on strategic alliances, the breakdown of commercial borders and advances in new technology have all facilitated the commercialization of tourism products. Setting out to examine the changes shaping the international marketing of tourism and travel this book begins by defining the role of national marketing in tourism and describes the strategic marketing process, from analysis and strategy formulation to implementation techniques. It provides the marketing theory for the rest of the text. Part two focuses on specific issues that are currently influencing tourism marketing. It explains how technology is affecting the way tourism firms operate, the impact and influence of environmental awareness, human resource strategy and service quality on tourism marketing. Finally, it presents the strategic responses of each of the sub sectors - hospitality, air transport, tour operation, travel agency and the tourism destination to the pressures of the changing tourism industry.
FRANGOIS VELLAS is Professor of International Tourism Economics a the University of Toulouse. LIONEL BECHEREL is a management consultant specialising in tourism.
PART ONE: OVERVIEW OF INTERNATIONAL TOURISM MARKETING PRINCIPLES - The Marketing Concept and International Tourism Marketing - Strategic Analysis and Strategy Formulation - PART TWO: ISSUES AND TRENDS IN CONTEMPORARY TOURISM MARKETING - The Impact of Technology on Tourism Marketing; P.Alford - Green Strategies in the Tourism and Hospitality Industries; D.Diamantis & A.Ladkin - The Influence of Human Resource on Tourism Marketing; E.Szivas - Managing the Service Encounter: Consistent High Quality through 'Internet Marketing'; G.McGrath - PART THREE: STRATEGIC MARKETING IN THE TOURISM SECTORS - Strategic Marketing of Tourism Destinations; R.Batchelor - Strategic Marketing in the Hospitality Sector; T.Knowles - Strategic Marketing in the Air Transport Sector - Strategic Marketing in the Tour Operator Sector; T.Knowles & P.Grabowski - Strategic Marketing in the Travel Agency Sector; L.Andreu Simo & E.Bigne - Future Trends in the Travel and Tourism Industry
| Erscheint lt. Verlag | 17.5.1999 |
|---|---|
| Zusatzinfo | illustrations |
| Verlagsort | Basingstoke |
| Sprache | englisch |
| Maße | 197 x 254 mm |
| Gewicht | 850 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-333-71758-9 / 0333717589 |
| ISBN-13 | 978-0-333-71758-5 / 9780333717585 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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