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Author:   Richard George
Publisher:   Springer Nature Switzerland AG
Imprint:   Springer Nature Switzerland AG
Edition:   2021 ed.
Weight:   0.986kg
ISBN:  

9783030641108

ISBN 10:   3030641104
Pages:   500
Publication Date:   09 May 2021
Audience:   Professional and scholarly ,  Professional & Vocational
Replaced By:   9783031659829
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.

Table of Contents

Part I: Understanding Marketing in the Tourism and Hospitality Industry.- Chapter 1: Tourism and Hospitality Marketing Principles.- Chapter 2: Characteristics of Tourism and Hospitality Marketing.-Part 2: Understanding the Tourism and Hospitality Market.- Chapter 3: Tourism and Hospitality Consumer Behaviour.- Chapter 4: Tourism and Hospitality Marketing Research.- Part 3: Designing the Tourism and Hospitality Marketing Strategy.- Chapter 5: Tourism and Hospitality Marketing Planning.- Chapter 6: The Tourism and Hospitality Marketing Environment.- Chapter 7: Market Segmentation, Targeting, and Positioning. -Part 4: Implementing the Tourism and Hospitality Marketing Mix.- Chapter 8: Tourism and Hospitality Products, Branding, and Pricing.- Chapter 9: Tourism Distribution.- Chapter 10: Promoting and Advertising Tourism and Hospitality Products.- Chapter 11: Designing the Tourism and Hospitality Promotions Mix.- Chapter 12: Digital Marketing in Tourism and Hospitality. -Part 5: Understanding Tourism and Hospitality Marketing Issues.- Chapter 13: Quality Service Experiences through Internal and Relationship Marketing.- Chapter 14: Marketing Tourism Destinations.

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Author Information

Richard George is a senior lecturer at ICON College of Technology & Management/Falmouth University in the UK. He was formerly Associate Professor of Marketing at the University of Cape Town (UCT) and Director of the Tourism Research Unit at UCT. His research interests include safety and security issues and consumer behaviour in the travel and tourism industry. He holds a PhD in Marketing from UCT, South Africa. 

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