Marketing Tourism and Hospitality
Concepts and Cases
Authors: George, Richard
- Includes a chapter on the most important issues in marketing tourism
- Equips readers with an understanding of how to apply key marketing concepts in the context of tourism through examples, illustrations and case studies
- Places special emphasis on smaller tourism businesses
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- About this Textbook
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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.
- About the authors
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Richard George is Freelance lecturer, writer and consultant. His research interests include safety and security issues and consumer behaviour in the travel and tourism industry. Over the last two decades, he has consulted widely in the public and private sectors. He holds a PhD in Marketing from the University of Cape Town, South Africa.
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Bibliographic Information
- Bibliographic Information
-
- Book Title
- Marketing Tourism and Hospitality
- Book Subtitle
- Concepts and Cases
- Authors
-
- Richard George
- Copyright
- 2021
- Publisher
- Palgrave Macmillan
- Copyright Holder
- The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
- eBook ISBN
- 978-3-030-64111-5
- DOI
- 10.1007/978-3-030-64111-5
- Softcover ISBN
- 978-3-030-64110-8
- Edition Number
- 1
- Number of Pages
- XXIII, 500
- Number of Illustrations
- 60 b/w illustrations, 75 illustrations in colour
- Topics
