Fully revised and updated for its fifth edition, Hospitality and Travel Marketing provides students with an international and systematic approach to hospitality and travel marketing structured around planning, research, implementation, control, and evaluation.
Written in a user-friendly style and structured in a logical and organized manner to aid learning, students benefit from the ease of communication, practical nature, and excellent use of relevant and up-to-date cases. The author's global experience in the industry is emphasized through content on hospitality and travel marketing and other parts of tourism, along with a plethora of timely and relevant ‘real-life’ case examples from around the world.
This new fifth edition is positioned as a post-COVID-19 text, reflecting the new realities of marketing after the pandemic, and has been updated to reflect these current trends in the field, including e-marketing, mobile marketing, societal marketing, and destination branding. It specifically has been updated by:
• Including three new technology chapters on e-marketing, marketing on social media platforms, electronic customer relationship management (eCRM), and customer co-creation in marketing
• A new chapter on social responsibility, societal and social marketing
• New content on the new realities of the post-COVID era and the increasing competitiveness in hospitality and travel, greater emphasis on branding, disruptive technologies, consumer control, marketing and generations, uses of user-generated content, and globalization
• New global case studies throughout with reflective questions to use in class or for self-study
• New marketing and e-marketing mini cases throughout the book
• New and updated additional resources to aid understanding and teaching, including PowerPoint slides
This international, accessible, and comprehensive whole-industry textbook, written by a world-renowned author and industry expert, is an invaluable study companion for students of hospitality and travel marketing.
Part I: Introduction to Marketing. What is Marketing?
1. Marketing in the Contemporary World
ExcelCase: Chapter 1: The Walt Disney Company: Exemplifying Marketing Orientation
2. The Hospitality and Travel Marketing System
ExcelCase: Chapter 2: It’s Almost as Good as Being There: Virtual Reality in Travel
3. Societal Marketing, Social Responsibility and Social Marketing
ExcelCase: Chapter 3: Ben & Jerry’s: A Company Built on Social Responsibility
Part II: Planning: Research and Analysis. Where Are We Now?
4. Customer Behavior
ExcelCase: Chapter 4: Jollibee Foods: Knowing your Customers Better than Competitors
5. Market and Marketing Research
ExcelCase: Chapter 5: Destination Canada: Masters of research in tourism
6. Analyzing Marketing Opportunities
ExcelCase: Chapter 6: DoorDash: Spotting Profitable Niches
Part III: Planning: Marketing Strategy and Planning. Where Would We Like to Be?
7. Marketing Strategy: Market Segmentation and Trends
ExcelCase: Chapter 7: Contiki: Youthful segmentation pays off
8. Marketing Strategy: Positioning, Image, Branding and Alternative Strategies
Debonairs Pizza: Slicing Up the Market in Africa and the UAE
9. The Marketing Plan and the 8 Ps
ExcelCase: Chapter 9: Newport Beach and Company: Newport Beach and Company Destination Business Plan
Part IV: Implementing the Marketing Plan. How do We Get There?
10. Product Development and Partnerships
ExcelCase: Chapter 10: Accor: Innovation in accommodation
11. People: Services and Service Quality
ExcelCase: Chapter 11: The Ritz-Carlton Hotel Company: Service standards set in gold
12. Packaging and Programming
ExcelCase: Chapter 12: Club Med: Legendary packaging and programming
13. Place: Online and Offline Distribution
ExcelCase: Chapter 13: Airbnb: Living like a local
14. Promotion: Integrated Marketing Communications
ExcelCase: Chapter 14: Nando’s: Spicey flavored IMC
15. Promotion: Information Communication Technologies and e-Marketing
ExcelCase: Chapter 15: Expedia: Travel as a Force for Good
16. Promotion: Marketing on Social Media Platforms
ExcelCase: Chapter 16: Tourism Australia: Social Media Wonder Down Under
17. Promotion: eCRM and Co-Creation in Marketing
ExcelCase: Chapter 17: Hotel Loyalty Programs: Plastic Loyalty or True Devotion?
18. Promotion: Advertising, Sales Promotion and Merchandising, Personal Selling, and Public Relations
ExcelCase: Chapter 18: Red Rooster: Calling you to Dine
19. Pricing, Value, and Yield
ExcelCase: Chapter 19: AirAsia: Ranking High in the Skies
Part V: Controlling and Evaluating the Plan. How do We Make Sure We Get There? How do We Know if We Got There?
20. Marketing Performance Measurement
ExcelCase: Chapter 20: TUI: KPIs at TUI
Biography
Alastair M. Morrison, Ph.D., is Research Professor at the Greenwich Business School, School of Management and Marketing, University of Greenwich in London, UK. Formerly, he was Distinguished Professor Emeritus at Purdue University, USA, specializing in the area of tourism and hospitality marketing. He has published approximately 300 academic articles and conference proceedings, and is the author of several books on tourism marketing and development including Tourism Marketing in the Age of the Consumer (Routledge, 2022), World Tourism Cities (Routledge, 2021), and Marketing and Managing Tourism Destinations, Second edition (Routledge, 2019). Professor Morrison is the Co-Editor-in-Chief of the International Journal of Tourism Cities and Co-Editor of the Routledge Handbook of Tourism Cities (Routledge, 2021).
"The fifth edition of Hospitality and Travel Marketing breaks new ground in this field by offering an insightful outlook on the latest marketing thinking for the post-COVID era, including new approaches to social marketing and sustainable development. This book will be of interest to students, practitioners and researchers in hospitality and tourism seeking a fresh approach grounded in the latest scholarly knowledge as well as best practices globally. Crucially, the book’s proven systems-based approach to marketing will give practitioners and scholars alike an opportunity to reflect on the wider and longer-term consequences of their decision-making. This is particularly important at a stage when our world faces a great deal of uncertainty at different levels".
Professor J. Andres Coca-Stefaniak, Professor of Tourism, Events and Sustainability, Greenwich Business School, University of Greenwich, London, UK.
"Hospitality and Travel Marketing, Fifth Edition is an essential resource for learners and destination marketers. When I developed a new Destination Management and Marketing course for undergraduate learners at Royal Roads University, Dr. Alastair M. Morrison was exceptionally responsive and supportive in providing guidance and resources which became foundational and essential throughout the course. The new Fifth Edition provides greater insights into critical tourism sustainability concepts and practices".
Ray Freeman, Royal Roads University (2011–2020), Principal Consultant and CEO of Left Coast Insights Ltd., British Columbia, Canada.
"The refreshed Hospitality and Travel Marketing is a much-needed new textbook focusing on the recent trends and issues in the industry post-COVID. Having used this book myself, I greatly appreciate its systematic structure and flow. Professor Morrison has used his extensive global experience in crafting a truly useful and accessible book that is full of great examples and new features. Just like my own students, readers will enjoy the engaging style of writing and the contemporary hospitality and travel marketing cases and applications. The consumer-oriented approach is refreshing, as is the emphasis on social responsibility in marketing and e-marketing. Everyone with a serious interest in hospitality and travel marketing should get a copy and study this text carefully".
Professor Dae-Young Kim, Professor of Hospitality Management, University of Missouri, Columbia, Missouri, USA.
"The new textbook by Professor Morrison is an important tool for future travel, tourism, and hospitality leaders to be prepared for a world post-COVID-19 pandemic. Travel and tourism have completely changed, and previous textbooks are for the most part obsolete. This new edition unpacks critical issues such as COVID-19, social responsibility, climate change, social commerce, and many others. Not only do I fully endorse this textbook and congratulate the author, but I view this edition as an important part of any tourism marketing course, and an addition to any tourism and hospitality marketer's library."
Dr Jens Wolf Thraenhart, CEO, Barbados Tourism Marketing, Inc.
