C hapter 4 The Marketing Plan 59
Introduction
60 62 63 63 63 64 64
The Executive Summary Background of the Plan Tourism and Hospitality Marketing
Objectives
Target Market
Marketing Strategies
Timetable
CONTENTS
Budget
CONTENTS 65
Conclusion References
68
C hapter 5 The Tourism and Hospitality Product 69 Introduction 69
xi
Preface
C hapter 1 Introduction to Tourism and Hospitality Marketing 01 Introduction 02
Key Players in the Tourism Industry
71 74 76 78 84
The Tourism and Hospitality Product Defined
Unique Characteristics of the Tourism Industry
Product Life Cycle Destination Life Cycle Product Development
06 07 08 09 10 13
Tourism Marketing Defined
Marketing as a Management Process
Core Marketing Functions
References
The Marketing Mix
Integrated Marketing Communications Approach
C hapter 6 Pricing in Tourism and Hospitality 87 Introduction 87 What Is Price? 91
References
C hapter 2 The Tourist Market and Segmentation 15 Introduction 15 Definition of a Market 16 Market Segmentation 19 Market Targeting 21 Market Positioning 22 C hapter 3 Tourism and Consumer Behavior 39 Introduction 39 35 References
General Pricing Approaches
92 95 99
Pricing Strategies
Revenue Management
References
New and Emerging Markets
vii C hapter 7 Promotional Tools: Advertising, Direct Marketing, Personal Selling, Public Relations, and Sales Promotions 101 Introduction 102 What Is Promotion? 102 Advertising 106 Direct Marketing 108 Personal Selling 110 Public Relations 115 Sales Promotions 119 Preparing the Promotional Plan 125 References C hapter 8 Digital Marketing 129 Introduction 130 Internet Statistics on Penetration and Use 131 The Internet and the World Wide Web 134 Social Media 138 Company Website 142 Influencers 143 Group Buying Sites 143 Online Auctions 144 Effective Digital Marketing Campaigns 148 References C hapter 9 Distribution Channels in the Tourism and Hospitality Industry 151 Introduction 152 Distribution Systems 154 Marketing Intermediaries 159 Business Location and Its Importance 160 Franchising 164 Strategic Alliances 165 Delivery Systems 168 References viii
Factors that Influence Consumer Behavior The Buyer Decision-making Process Customer Satisfaction through Service Quality
47 50 52 53 56
Organizational Buyer Behavior
Typology of Tourists
References
C hapter 4 The Marketing Plan 59
Introduction
60 62 63 63 63 64 64 65 68
The Executive Summary Background of the Plan
Objectives
Target Market
Marketing Strategies
Timetable
Budget
Conclusion References
C hapter 5 The Tourism and Hospitality Product 69 Introduction 69
Key Players in the Tourism Industry
71 74 76 78 84
The Tourism and Hospitality Product Defined
Product Life Cycle Destination Life Cycle Product Development
2025 Higher Education Learning Solutions for the Hospitality and Tourism Program 327
References
C hapter 6
Made with FlippingBook Ebook Creator