Table of Contents

Part 1: The Meaning of Marketing in Travel and Tourism

1. Introducing Travel and Tourism
2. Introducing Marketing: The Systematic Thought Process
3. The Special Characteristics of Travel and Tourism Marketing
4. The Dynamic Business Environment: Factors Influencing Demand for Tourism

Part 2: Understanding the Consumer and the Marketing Mix in Travel and Tourism

5. Understanding the Consumer, Tourism Motivations and Buyer Behaviour
6. Market Segmentation for Travel and Tourism Markets
7. Product Formulation in Travel and Tourism
8. The Evolving Marketing Mix for Tourism Services

Part 3: Planning for Marketing Strategy and Short-term Operational Objectives and Campaigns

9. Marketing Research in Travel and Tourism
10. Planning Marketing Strategy
11. Marketing Planning: The Process
12. Planning Marketing Campaigns: Budgeting and Measuring Performance

Part 4: Communicating with and Influencing Consumers

13. The Growth and Role of Information and Communications Technology and the Rise of the Dominant Consumer
14. E-marketing: The Effective Use of ITC
15. Distribution Channels in Travel and Tourism: Creating Access
16. Integrating the Promotional and Communications Mix
17. Brochures, Print and Other Non-electronic Information

Part 5: Applying Marketing in the Main Sectors of Travel and Tourism

18. Marketing Countries as Tourism Destinations
19. Marketing Accommodation
20. Marketing Passenger Transport
21. Marketing Visitor Attractions
22. Marketing Inclusive Tours and Product Packages

Part 6: Case Studies of Marketing Practice in Travel and Tourism

23. Tourism New Zealand
24. YOTEL
25. Agra: Indian World Heritage Site
26. Travelodge
27. Alistair Sawday Guides