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The International Marketing of Travel and Tourism: A Strategic Approach

Francois Vellas

ISBN 10: 0333717589 / ISBN 13: 9780333717585
Published by Palgrave Macmillan, 1999
Used Condition: Good
From Better World Books (Mishawaka, IN, U.S.A.)

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Former Library book. Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP88273619

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Bibliographic Details

Title: The International Marketing of Travel and ...

Publisher: Palgrave Macmillan

Publication Date: 1999

Book Condition:Good

About this title

Synopsis:

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 commercialisation of tourism products.
This book sets out to examine the changes shaping the international marketing of tourism and travel. The book begins in defining the role of international 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. As such, 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.
The International Marketing of Travel and Tourism is aimed at final year undergraduate and postgraduate students of tourism providing a strategic approach to marketing within this growing sector.

About the Author:

FRANÇOIS VELLAS is Professor of International Tourism Economics a the University of Toulouse.

LIONEL BECHEREL is a management consultant specialising in tourism.

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