1st Edition

Marketing for Tourism and Hospitality Collaboration, Technology and Experiences

    620 Pages 106 Color Illustrations
    by Routledge

    620 Pages 106 Color Illustrations
    by Routledge

    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.

    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

    Biography

    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.