106 108 110 115 119 125
Direct Marketing Personal Selling Public Relations Sales Promotions
Preparing the Promotional Plan
References
C hapter 8 Digital Marketing 129
Introduction
C hapter 10 Destination Branding and Marketing 171 Introduction 172 Destinations as Brands 173 Branding 174
130 131 134 138 142 143 143 144 148
Internet Statistics on Penetration and Use The Internet and the World Wide Web
Social Media
Company Website
Influencers
TOURISM AND HOSPITALITY MARKETING
Destination Image and Branding Strategies for Attracting Visitors Challenges of Destination Branding
Group Buying Sites Online Auctions
179 182 184 186
Effective Digital Marketing Campaigns
Organizing and Managing Tourism Destinations
References
References
C hapter 11 Relationship Marketing 191
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
Introduction
191 193 199 200 200 201 203 206
Relationship Marketing Defined Dimensions of Relationship Marketing
Service Recovery Internal Marketing
Defining Constructs of Relationship Marketing Benefits of Building Relationships with Customers
Resistance to Relationship Marketing
References
C hapter 10 Destination Branding and Marketing 171 Introduction 172 Destinations as Brands 173 Branding 174
ix C hapter 12 Tourism and Hospitality Marketing and Its Future 209 Introduction 210
Sustainable Tourism and Sustainable Marketing
211 212 215 216
Ethics in Tourism Marketing
Destination Image and Branding Strategies for Attracting Visitors Challenges of Destination Branding
Trends in Tourism and Hospitality
179 182 184 186
Final Words References
Organizing and Managing Tourism Destinations
219
Index
References
C hapter 11 Relationship Marketing 191
Introduction
191 193 199 200 200 201 203 206
Relationship Marketing Defined Dimensions of Relationship Marketing
x
Service Recovery Internal Marketing
Defining Constructs of Relationship Marketing Benefits of Building Relationships with Customers
Resistance to Relationship Marketing
References
C hapter 12 Tourism and Hospitality Marketing and Its Future 209 Introduction 210
Sustainable Tourism and Sustainable Marketing
211 212 215 216
Ethics in Tourism Marketing
Trends in Tourism and Hospitality
Final Words References
219
Index
309
x
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