Marketing Tourism and Hospitality

Concepts and Cases

Authors: George, Richard

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  • 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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eBook $44.99
price for USA in USD
  • ISBN 978-3-030-64111-5
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  • Immediate eBook download after purchase
Softcover $59.99
price for USA in USD
  • ISBN 978-3-030-64110-8
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  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
About this Textbook

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

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. 

Table of contents (14 chapters)

Table of contents (14 chapters)

Buy this book

eBook $44.99
price for USA in USD
  • ISBN 978-3-030-64111-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $59.99
price for USA in USD
  • ISBN 978-3-030-64110-8
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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Bibliographic Information

Bibliographic Information
Book Title
Marketing Tourism and Hospitality
Book Subtitle
Concepts and Cases
Authors
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