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Full Description
Travel and tourism is one of the world's largest industry, and by improving their marketing, many tourism businesses would be able to claim a much bigger share of this lucrative but fragmented industry.
Successful Tourism Marketing is designed for anyone seeking to promote a tourism product or service, whether it is a destination, visitor attraction, hotel or tour operation. Rather than concentrating solely on marketing principles, the book considers the many markets for tourism products, how to target the markets you wish to reach, and illustrates the theory behind it through a range of exciting case studies.
Now in its second edition, Successful Tourism Marketing, also offers practical advice and information on promotional activities including print material, direct mail, public relations, advertising, selling and exhibitions. It considers domestic and overseas markets for tourism products and covers both the travel trade and independent travelers. This book will equip any marketer with a thorough and practical grounding in tourism and the essentials and peculiarities of marketing in this field.
Contents
Section one: The tourism industry. The travel trade. Needs of the travel trade. Schools and educational travel. Overseas markets. Section two: Developing a marketing plan. What is marketing? Elements of a marketing plan. Current situation. Marketing objectives. Conducting a SWOT analysis. Competitor analysis. Competitive advantage. Market research. Survey methods. Identifying target markets. Monitoring and evaluation. Checklist - marketing action plan. Sample marketing plan - Portobello, London. Section three: Promotional tools. Introduction. Selecting promotional tools. Choosing promotional messages. Brochures and print material. Public relations. Advertising. Using the Internet. Direct mail. Sales activities. Exhibitions. Marketing consortia. Working with tourist boards. Working with consultants. Section four: Case studies and examples of good marketing.