This is the fourth edition of Marketing tourism in South Africa by UCT senior lecturer Richard George. This new and updated edition is suitable for universities, universities of technologies and colleges where Tourism Marketing or Marketing for Tourism is taught. This course is taught mainly at first or second year and sometimes at third year as part of a National Diploma in Tourism Management, a BCom (Tourism) or a post-graduate diploma in Tourism. Up-to-date statistics, analysis of important players, and discussion of key trends ensures the book is at the forefront of local developments in tourism marketing. End-of-chapter case studies and example boxes allow students to grasp the practical applications of the theory to provide real-life current practice. There are also logos, photos, and website which will save lecturers preparation time while familiarizing the student with the landscape of the tourism industry in South Africa.
Auflage
Sprache
Verlagsort
Zielgruppe
Für höhere Schule und Studium
First and second year students at universities, universities of technologies or colleges who are studying a National Diploma in Tourism or a short module in Tourism and sometimes third year students as part of a BCom (Tourism).
Illustrationen
Photographs, tables, figures
Maße
Höhe: 240 mm
Breite: 168 mm
Dicke: 28 mm
Gewicht
ISBN-13
978-0-19-599540-4 (9780195995404)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Richard George is a lecturer at the University of Cape Town.
PART I: UNDERSTANDING MARKETING IN THE TOURISM INDUSTRY ; 1. Marketing principles ; 2. Characteristics of tourism marketing ; PART II: GATHERING INFORMATION FOR DECISION-MAKING ; 3. The tourism marketing environment ; 4. Tourism marketing planning ; 5. Tourism marketing research ; PART III: ANALYSING THE TOURISM MARKET ; 6. Segmentation, targeting, and positioning ; 7. Consumer behaviour in tourism ; 8. Organisational behaviour in tourism/the meetings industry ; PART IV: IMPLEMENTING THE MARKETING MIX STRATEGIES ; 9. Product-offering strategies ; 10. Pricing strategies ; 11. Distribution strategies ; 12. Marketing communications and advertising strategies ; 13. Sales promotion and personal selling strategies ; 14. eMarketing and direct marketing strategies ; 15. Marketing collateral, public relations, and sponsorship strategies ; 16. Physical evidence, people, and process strategies ; PART V: UNDERSTANDING TOURISM MARKETING ISSUES ; 17. Service Quality through Internal and Relationship marketing ; 18. Destination marketing ; 19. Event marketing ; 20. Tourism trends and the future of tourism marketing
