Marketing Tourism Products: Concepts, issues, cases

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9781861523020: Marketing Tourism Products: Concepts, issues, cases

This book, unlike any of its competitors, focuses on the concept of the tourism product. It distinguishes the tourism product from the type of product dealt with in general introductory marketing texts, for instance the immense span of products encompassed by tourism and the existence of markets within markets. A number of chapters are contributed by subject specialists.

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About the Author:

Tony Seaton is Director of the Scottish Tourism Research Unit, and lectures at the Scottish Hotel School, University of Strathclyde, UK. Marion Bennett is lecturer in tourism at the University of Surrey, UK.

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PART 1: CONCEPTS 1 The marketing concept in tourism 2 The analysis of tourism demand: market segmentation 3 The analysis of tourism demand: tourism behavior 4 Marketing research in tourism 5 The marketing mix: the tourism product 6 The marketing mix: tourism pricing 7 The marketing mix: tourism distribution 8 The marketing mix: tourism promotion 9 Putting it all together: tourism marketing past and present PART 2: ISSUES 10 Tourism marketing in Eastern Europe 11 The EU leisure tourist market 12 The UK short holiday market 13 Business travel marketing l4 Destination marketing 15 Airline marketing 16 Marketing the small tourism business 17 Information technology and databases for tourism 18 Service, quality and tourism PART 3: CASES 19 Airline marketing: Northwest Airlines 20 Hotel marketing: marketing planning in the Canadian hotel industry 21 Travel agency marketing: Thomas Cook, UK 22 Tour operator marketing: Direct Holidays, UK 23 Destination marketing: Florida - the uses of research Index

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Book Description Cengage Learning EMEA, United Kingdom, 2010. Paperback. Book Condition: New. Reprint. Language: English . Brand New Book ***** Print on Demand *****.This book explains the role of marketing within tourism management and the related areas of leisure and hospitality management. Written specifically for students and future managers in these industries, it presents material in a clear and concise way which stresses how the tourism product, in its many forms, differs from other kinds of product and service. A variety of case studies draw together and illustrate the material covered in the main text. Bookseller Inventory # AAV9781861523020

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