This second edition of this comprehensive textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, responsible tourism marketing, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans. Written in an accessible and user-friendly style - this entire industry textbook includes case studies, drawing on the author's experience and real-life examples.
Revised and expanded throughout, it covers:
- Advances in AI, robotics and automation
- Digital marketing, electronic customer relationship management (eCRM) and uses of user-generated content (UGC)
- New and updated content and discussion questions for self-study and to use in class
- A new chapter on responsible tourism marketing and sustainable approaches to marketing
- Consumer behaviour in tourism and the effects of climate change and changes in consumer attitudes.
- New trends in tourism and hospitality marketing
- New in-depth real-life case studies and industry insights throughout the book
Along with key concepts and theory, definitions, key summaries, and discussion questions, accompanying online flashcards and PowerPoint slides for lecturers, this textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation.
Auflage
Sprache
Verlagsort
Verlagsgruppe
Springer International Publishing
Zielgruppe
Editions-Typ
Illustrationen
166
40 s/w Abbildungen, 166 farbige Abbildungen
XXIX, 484 p. 206 illus., 166 illus. in color.
Maße
Höhe: 279 mm
Breite: 210 mm
Dicke: 28 mm
Gewicht
ISBN-13
978-3-031-65982-9 (9783031659829)
DOI
10.1007/978-3-031-65983-6
Schweitzer Klassifikation
Richard George is the Course Director of Hospitality Management at the London College of Contemporary Arts (LCCA). He taught services marketing and tourism management for many years in South Africa. Richard was formerly Associate Professor of Marketing at the University of Cape Town (UCT) and Director of the Tourism Research Unit at UCT. His research interests include safety and security issues and consumer behaviour in the tourism and hospitality industry. He holds a PhD in Marketing from UCT, South Africa.
