Tourism Marketing

Tourism Marketing provides a contemporary approach to formulating, implementing and monitoring marketing strategy for regional tourism marketers and small businesses, the latter comprising over 90% of the 'tourism industry'. The principal aim of Tourism Marketing is to demonstrate how marketing principles apply in the tourism industry in Australia, New Zealand and the Asia-Pacific. This text will provide students with a thorough understanding of: * a conceptual framework for tourism and travel marketing * the role and importance of destination marketing organisations * factors influencing tourism demand and supply * characteristics of consumer-traveler behaviour * services marketing in tourism * the role of marketing research in management decision making * approaches to branding, positioning and segmentation * the philosophy of integrated marketing communications performance metrics