Marketing for Tourism and Hospitality
Collaboration, Technology and Experiences
The marketing landscape has changed dramatically in recent years, especially for tourism and hospitality practitioners. Marketing for these industries is now a multi-dimensional, collaborative venture driven by technological change and the growing demand for authentic co-created experiences.
Marketing for Tourism and Hospitality provides students with a contemporary, accessible and useful resource as they prepare to encounter the complexities and challenges of tourism and hospitality marketing globally. A clear articulation of the changing landscape, a comprehensive introduction to the three underpinning themes of collaboration, technology and experiences, and a plentiful supply of international case material provide students with an enjoyable and digestible resource that is both academically rigorous and practice-oriented, helping them prepare for day-to-day problems in the dynamic world of marketing.
This contemporary, challenging and highly applied text is an indispensable resource for all students of tourism and hospitality degree programmes.
Table of Contents
Chapter 1 Revisiting Traditional Approaches to the Marketing of Tourism and Hospitality Chapter 2 The Need for Change: The Dynamics of the Global Tourism and Hospitality Environment Chapter 3 Collaboration, Technology and Experiences: Drivers for Change in the Marketing of Tourism and Hospitality Chapter 4 Collaboration Marketing: Partnerships, Networks and Relationships Chapter 5 Technology and Marketing: Social Media and Beyond Chapter 6 Experiential Marketing: A Question of Co-Creation Chapter 7 New Trends in Tourism and Hospitality Consumption Chapter 8 Service Characteristics and Processes Chapter 9 Looking Beyond Quality Chapter 10 Delving Deep into the Experience Chapter 11 Consumer Intelligence Searching: Emerging Tools, Methodologies, and Techniques Chapter 12 Marketing Strategy Chapter 13 Market Segmentation, Targeting and Positioning Chapter 14 International Marketing Strategy Chapter 15 Marketing Destinations Chapter 16 Innovation and New Tourism and Hospitality Products, Services and Experiences Chapter 17 Pricing and Revenue Management Chapter 18 Image and Branding Chapter 19 Customer Relationship Management: Loyalty and Social Networks Chapter 20 Channels of Distribution Chapter 21 Media, Public Relations, and Marketing Communications Chapter 22 The Future of Tourism and Hospitality Marketing
Alan Fyall is Orange County Endowed Professor of Tourism Marketing and Graduate Programs’ Director at the Rosen College of Hospitality Management, University of Central Florida, USA.
Patrick Legohérel is Professor at the School of Hotel and Tourism Management (ESTHUA), University of Angers, France, where he teaches tourist behaviour, marketing strategy, pricing and revenue management in hospitality and tourism, international marketing.
Isabelle Frochot is a senior lecturer at the University of Savoie, France, where she teaches tourist behaviour, experiential tourism, branding and international tourism.
Youcheng Wang is William C. Peeper Preeminent Professor in Destination Marketing and Dean of the Rosen College of Hospitality Management, University of Central Florida, USA.