Overview
- Explores the fundamental principles of marketing applied to tourism and hospitality businesses
- Includes a chapter on the most important issues in marketing tourism
- Places special emphasis on smaller tourism businesses
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Table of contents (14 chapters)
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Front Matter
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Understanding Marketing in the Tourism and Hospitality Industry
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Front Matter
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Understanding the Tourism and Hospitality Market
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Front Matter
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Designing the Tourism and Hospitality Marketing Strategy
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Front Matter
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Implementing the Tourism and Hospitality Marketing Mix
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Front Matter
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Understanding Tourism and Hospitality Marketing Issues
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Front Matter
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Keywords
About this book
This textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans.
Chapters contain in-depth case studies, including companies like Marine Dynamics Shark Tours (South Africa), Reality Tours & Travel (Mumbai, India), and Makeover Tours (Turkey). Thematic case studies include ‘Halal Tourism in Southeast Asia’, and ‘Marketing and Branding Rwanda’. These illustrate key concepts and theory, with definitions, key summaries, and discussion questions providing further insights. This textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation.
Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: Marketing Tourism and Hospitality
Book Subtitle: Concepts and Cases
Authors: Richard George
DOI: https://doi.org/10.1007/978-3-030-64111-5
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021
Softcover ISBN: 978-3-030-64110-8Published: 09 May 2021
eBook ISBN: 978-3-030-64111-5Published: 08 May 2021
Edition Number: 1
Number of Pages: XXIII, 500
Number of Illustrations: 60 b/w illustrations, 75 illustrations in colour
Topics: Tourism Management, Marketing