Marketing Tourism Products: Concepts, issues, cases - Softcover

Softcover

ISBN 10: 1861523025 ISBN 13: 9781861523020

Publisher: Cengage Learning, 1996

Synopsis

This book 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 span of products encompassed by tourism and the existence of markets within markets. A number of chapters are contributed by subject specialists. This book should be of interest to tourism and business students, tourism planners in public and private business.

About this title

About the Author:

Tony Seaton is Director of the Scottish Tourism Research Unit, and lectures at the Scottish Hotel School, University of Strathclyde, UK.

Review:

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

About this edition

• Publisher: Cengage Learning
• Publication date: 1996
• ISBN 10: 1861523025
• ISBN 13: 9781861523020
• Binding: Paperback
• Edition number: 1
• Number of pages: 562
• Editor: Seaton A. V., Bennett M. M.