Marketing South African Tourism 2e is the only comprehensive introduction to marketing in the tourism industry written from a southern African perspective. Accessible and concise, this textbook on the role of the tourism marketer in southern Africa focuses on all the major areas of marketing, using real-life, current examples drawn from a range of southern African tourism companies. The book includes a comprehensive directory of secondary tourism data resources, discussion questions, practical exercises, and a companion instructor s book for teachers.
Auflage
Sprache
Verlagsort
Editions-Typ
Maße
Höhe: 240 mm
Breite: 170 mm
Dicke: 25 mm
ISBN-13
978-0-19-578910-2 (9780195789102)
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Schweitzer Klassifikation
Introduction to marketing and tourism in the hospitality industry: Marketing principles; characteristics of tourism and hospitality marketing; the tourism and hospitality business environment. The roles of tourism and hospitality marketer; the tourism and hospitality marketing planner; the tourism and hospitality marketing researcher; the internal marketer. The tourism and hospitality market; segmentation, targeting and positioning; consumer buying behaviour. The tourism and hospitality marketing mixes: The tourism and hospitality product/offering; price - its role in marketing; place - distribution channels; promotion - the communication process and promotional mix; advertising; sales promotion, direct marketing and personal selling; printed literature, public relations and sponsorship; the additional three P's. Issues for the tourism and hospitality marketer; destination marketing; event marketing; responsible tourism marketing; relationship marketing; the future of tourism and hospitality in South Africa.
