Tourism Marketing: An Asia-Pacific Perspective

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Binding: Paperback EAN: 9780470814901 ISBN: 047081490X Label: John Wiley & Sons Manufacturer: John Wiley & Sons Number Of Items: 1 Number Of Pages: 496 Publication Date: 2009-03 Publisher: John Wiley & Sons Studio: John Wiley & Sons
Editorial Reviews: "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 per cent 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; and performance metrics.