Marketing Tourism and Hospitality: Concepts and Cases

This textbook covers the fundamental principles of marketing applied to tourism and hospitality businesses, with a special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations and covers destination marketing, marketing research, consumer behavior, and digital and social media marketing. It is practical in focus and provides students with the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans.

Format: Paperback / softback
Length: 500 pages
Publication date: 09 May 2021
Publisher: Springer Nature Switzerland AG

This comprehensive textbook delves into the core principles of marketing, specifically tailored for the tourism and hospitality industries, with a strong emphasis on small and medium-sized enterprises (SMEs) in the global tourism landscape. It offers a rich tapestry of examples drawn from diverse destinations, spanning from emerging markets to high-income nations. By adopting a holistic approach, the book encompasses a wide spectrum of tourism and hospitality marketing, encompassing destination marketing, marketing research, consumer behavior, and digital and social media marketing. With a practical focus, it equips students with the essential tools, techniques, and theoretical foundations needed to craft and execute successful tourism marketing strategies.

The chapters are replete with in-depth case studies, showcasing real-world applications of marketing principles. These case studies feature notable companies such as Marine Dynamics Shark Tours (South Africa), Reality Tours & Travel (Mumbai, India), and Makeover Tours (Turkey). Thematic case studies, including 'Halal Tourism in Southeast Asia' and 'Marketing and Branding Rwanda,' further illustrate key concepts and theories, accompanied by comprehensive definitions, key summaries, and thought-provoking discussion questions.

Designed to cater to undergraduate and postgraduate students seeking a comprehensive and practical textbook, this resource is an invaluable guide for those aspiring to excel in the fields of tourism and hospitality marketing.

Weight: 976g
Dimension: 176 x 252 x 46 (mm)
ISBN-13: 9783030641108
Edition number: 1st ed. 2021