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Marketing Tourism and Hospitality : Concepts and Cases / by Richard George

By: Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Publisher: Cham : Springer Nature Switzerland, 2025Publisher: Cham : Imprint: Palgrave Macmillan, 2025Edition: 2nd ed. 2025Description: 1 Online-Ressource (XXIX, 484 p. 206 illus., 166 illus. in color.)ISBN:
  • 9783031659836
Subject(s): Genre/Form: Additional physical formats: 9783031659829 | 9783031659843 | Erscheint auch als: 9783031659829 Druck-Ausgabe | Erscheint auch als: 9783031659843 Druck-AusgabeDDC classification:
  • 338.4791 23
  • 658 23
RVK: RVK: QQ 960DOI: DOI: 10.1007/978-3-031-65983-6Online resources: Summary: Part I: Understanding Marketing in the Tourism and Hospitality Industry -- Chapter 1: Tourism and Hospitality Marketing Principles -- Chapter 2: Characteristics of Tourism and Hospitality Marketing.-Part 2: Understanding the Tourism and Hospitality Market -- Chapter 3: Tourism and Hospitality Consumer Behaviour -- Chapter 4: Tourism and Hospitality Marketing Research -- Part 3: Designing the Tourism and Hospitality Marketing Strategy -- Chapter 5: Tourism and Hospitality Marketing Planning -- Chapter 6: The Tourism and Hospitality Marketing Environment -- Chapter 7: Market Segmentation, Targeting, and Positioning. -Part 4: Implementing the Tourism and Hospitality Marketing Mix -- Chapter 8: Tourism and Hospitality Products, Branding, and Pricing -- Chapter 9: Tourism Distribution -- Chapter 10: Promoting and Advertising Tourism and Hospitality Products -- Chapter 11: Designing the Tourism and Hospitality Promotions Mix -- Chapter 12: Digital Marketing in Tourism and Hospitality. -Part 5: Understanding Tourism and Hospitality Marketing Issues -- Chapter 13: Quality Service Experiences through Internal and Relationship Marketing -- Chapter 14: Marketing Tourism Destinations -- chapter 15: Socially Responsible Marketing.Summary: "A comprehensive and up-to-date coverage of the international tourism industry, which is an essential read for any student or practitioner in this vibrant and important field." --Charles Bladen, Senior Lecturer, Anglia Ruskin University, London. “I found Richard’s book very helpful, especially for the tourism sector. The book covers a variety of topics focusing on the theory and practical aspects of marketing for those studying tourism and hospitality marketing.Highly recommended.” —Adriana Butean, BA (Hons) Tourism & Hospitality Management student (second year), Coventry University, UK The second edition of this comprehensive textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism and hospitality industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. The book has a strong emphasis on the increasing global and digital aspects of the tourism and hospitality industries. Marketing Tourism and Hospitality, 2e covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, responsible tourism marketing, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans. Written in an accessible and user-friendly style, this engaging student textbook includes case studies, drawing on the author’s experience and real-life examples. Revised and expanded throughout, it covers: · Advances in AI, robotics and automation. · Digital marketing, electronic customer relationship management (eCRM) and uses of user-generated content (UGC). · New and updated content and discussion questions for self-study and to use in class. · A new chapter on responsible tourism marketing and sustainable approaches to marketing. · Consumer behaviour in tourism and changes in consumer attitudes. · New trends in tourism and hospitality marketing. · New in-depth real-life case studies and industry insights. Along with key concepts and theory, definitions, key summaries, and discussion questions, and online PowerPoint slides for lecturers, this textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation. Richard George is the Course Director of Hospitality Management at the London College of Contemporary Arts (LCCA). He taught services marketing and tourism management for many years in South Africa. Richard was formerly Associate Professor of Marketing at the University of Cape Town (UCT) and Director of the Tourism Research Unit at UCT. His research interests include safety and security issues and consumer behaviour in the tourism and hospitality industry. He holds a PhD in Marketing from UCT, South Africa.PPN: PPN: 192292637XPackage identifier: Produktsigel: ZDB-2-SEB | ZDB-2-BUM | ZDB-2-SXBM
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