The Marketing of Tourism Products: Concepts, Issues and Cases

Abstract

PART 1: CONCEPTS. 1. The marketing concept in tourism. 2. The analysis of tourism demand: market segmentation. 3. The analysis of tourism demand: tourism behavior. 4. Marketing research in tourism. 5. The marketing mix: the tourism product. 6. The marketing mix: tourism pricing. 7. The marketing mix: tourism distribution. 8. The marketing mix: tourism promotion. 9. Putting it all together: tourism marketing past and present. PART 2: ISSUES. 10. Tourism marketing in Eastern Europe. 11. The EU leisure tourist market. 12. The UK short holiday market. 13. Business travel marketing. 14. Destination marketing. 15. Airline marketing. 16. Marketing the small tourism business. 17. Information technology and databases for Service, quality and tourism. PART 3: CASES. 18. Airline marketing: Northwest Airlines. 19. Hotel marketing: marketing plan in the Canadian hotel industry. 20. Travel agency marketing: Thomas Cook, UK. 21. Tour operator marketing: Direct Holidays, UK. 22. Destination marketing: Florida - the uses of research. Index.

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