Umfang:
1 online resource (418 pages)
ISBN:
9781780520711
Inhalt:
Focuses on marketing strategies implemented in tourism services firms and includes a collection of papers related to specific marketing strategies. This title presents the application of specific marketing strategies such as experiential marketing, branding, target marketing, relationship marketing and e-marketing in tourism.
Inhalt:
Front Cover -- Strategic Marketing in Tourism Services -- Copyright Page -- Acknowledgements -- Contents -- About the Editors -- About the Authors -- List of Contributors -- Preface -- Introduction to Strategic Marketing in Tourism -- The Unique Features of the Tourism Industry and Tourism Services -- The Necessity of Employing Strategic Marketing in Tourism -- Applying Strategic Marketing in Tourism -- Developing a Global Strategy in Tourism -- Conclusion -- References -- Part I - Target Marketing -- 1. Target Marketing and Its Application to Tourism -- Market Segmentation -- Market Targeting -- Positioning -- Tourism Research on Target Marketing -- Conclusion -- References -- 2. The Role of Market Segmentation in Strategic Tourism Marketing -- Introduction -- The Role of Market Segmentation in Strategic Marketing -- Basic Segmentation Approaches and Criteria -- Data-Driven Market Segmentation, Step by Step -- Perceptions-Based Market Segmentation -- An Illustration in Tourism -- Conclusion -- Acknowledgement -- References -- 3. Social Interactions as Basis for Segmenting the Tourism Market -- Introduction -- Social Interactions in Tourism -- Social Interaction as Basis for Segment Formation and Change -- Using Social Network Analysis to Segment the Tourism Market -- Implications for Practitioners -- References -- Part II - Branding -- 4. Destination Branding Development: Linking Supply-Side and Demand-Side Perspectives -- Introduction -- The Concept of Destination Branding: An Overview -- A Dynamic Model of Destination Branding -- The Relationship between Destination Governance and Destination Branding -- Conditions for Successful Destination Branding -- Conclusions -- References -- 5. Place Branding: The Issue of a Narrowed Tourism Perspective -- Introduction -- Place Marketing and Branding -- Empirical Study.
Anmerkung:
Description based on publisher supplied metadata and other sources
Weitere Ausg.:
ISBN 9781780520704
Weitere Ausg.:
Erscheint auch als Druck-Ausgabe ISBN 9781780520704
Sprache:
Englisch
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