Marketing for Tourism and Hospitality: Collaboration, Technology and Experiences, 1st Edition (Paperback) book cover

Marketing for Tourism and Hospitality

Collaboration, Technology and Experiences, 1st Edition

By Alan Fyall, Patrick Legohérel, Isabelle Frochot, Youcheng Wang

Routledge

594 pages | 106 Color Illus.

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Description

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

Alan Fyall and Kenneth Deptula

Chapter 2 The Need for Change: The Dynamics of the Global Tourism and Hospitality Industry

Alan Fyall

Chapter 3 Collaboration, Technology and Experiences: Drivers for Change in the Marketing of Tourism and Hospitality

Alan Fyall and Kenneth Deptula

Chapter 4 Collaboration Marketing: Partnerships, Networks and Relationships

Alan Fyall and Kenneth Deptula

Chapter 5 Technology and Marketing: Social Media and Beyond

Youcheng Wang

Chapter 6 Experiential Marketing: A Question of Co-Creation

Isabelle Frochot

Chapter 7 New Trends in Tourism and Hospitality Consumption

Isabelle Frochot

Chapter 8 Services Characteristics and Processes

Isabelle Frochot

Chapter 9 Looking Beyond Quality

Isabelle Frochot

Chapter 10 Delving Deep into the Experience

Isabelle Frochot

Chapter 11 Consumer Intelligence Searching: Emerging Tools, Methodologies, and Techniques

Isabelle Frochot

Chapter 12 Marketing Strategy

Patrick Legohérel

Chapter 13 Market Segmentation, Targeting and Positioning

Patrick Legohérel

Chapter 14 International Marketing Strategy

Patrick Legohérel

Chapter 15 Marketing Destinations

Youcheng Wang

Chapter 16 Innovation and New Tourism and Hospitality Products, Services and Experiences

Patrick Legohérel

Chapter 17 Pricing and Revenue Management

Patrick Legohérel

Chapter 18 Image and Branding

Youcheng Wang

Chapter 19 Customer Relationship Management: Loyalty and Social Networks

Patrick Legohérel

Chapter 20 Channels of Distribution

Youcheng Wang

Chapter 21 Media, Public Relations and Marketing Communications

Youcheng Wang

Chapter 22 The Future of Tourism and Hospitality Marketing

Alan Fyall

About the Authors

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.

Subject Categories

BISAC Subject Codes/Headings:
BUS081000
BUSINESS & ECONOMICS / Industries / Hospitality, Travel & Tourism