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Tourism marketing : in the age of the consumer / Alastair M. Morrison

Main Author Morrison, Alastair M. Publication London : Routledge, 2022 Description xxvi, 757 p. : il. ; 25 cm ISBN 9780415726368 Topical name Turismo - Marketing CDU 658.8:338.48
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (Lispólis)
658.8:338.48 MOR/TOU Checked out 2024-04-26 UE24968
Total holds: 0

Contents

Preface

Part I - The consumer

1. The consumer is first in tourism marketing
2. Consumer behaviour in tourism
3. Market and marketing research
4. Customer relationship management
5. Consumer use of social media

Part II - The strategy

6. Social responsibility and ethical tourism
7. Market segmentation
8. Positioning, image and branding
9. Marketing plan and marketing mix

Part III - The implementation

10. Marketing communications
11. Technology and e-marketing
12. Tourism distribution channels

Part IV - The tourism product

13. Product development and innovation
14. Events and their development and marketing
15. Regional development, marketing and partnerships

Part V - The evaluation of tourism marketing

16. Marketing performance measurement

Glossary

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