The International Marketing of Travel and Tourism : A Strategic Approach

"Tourism marketing has long been considered as a branch of traditional marketing. However, in recent years, tourism marketing has gone through fundamental changes: the pursuit of global strategies based on strategic alliances, the breakdown of commercial borders and advances in new technology have all facilitated the commercialisation of tourism products. This book sets out to examine the changes shaping the international marketing of tourism and travel. The book begins in defining the role of international marketing in tourism and describes the strategic marketing process, from analysis and strategy formulation to implementation techniques. It provides the marketing theory for the rest of the text. Part two focuses on specific issues that are currently influencing tourism marketing. As such, it explains how technology is affecting the way tourism firms operate, the impact and influence of environmental awareness, human resource strategy and service quality on tourism marketing. Finally, it presents the strategic responses of each of the sub-sectors - hospitality, air transport, tour operation, travel agency and the tourism destination - to the pressures of the changing tourism industry. The International Marketing of Travel and Tourism is aimed at final year undergraduate and postgraduate students of tourism providing a strategic approach to marketing within this growing sector."--.. Front Matter....Pages i-xxi Front Matter....Pages 1-1 The Marketing Concept and International Tourism Marketing....Pages 3-34 Strategic Analysis and Strategy Formulation....Pages 35-106 Front Matter....Pages 107-107 The Impact of Technology on Tourism Marketing, E-Commerce and Database Marketing....Pages 109-118 ‘Green’ Strategies in the Tourism and Hospitality Industries....Pages 119-141 The Influence of Human Resources on Tourism Marketing....Pages 143-155 Managing the Service Encounter: Consistent High-Quality Delivery Through ‘Internal Marketing’....Pages 157-177 Front Matter....Pages 179-179 Strategic Marketing of Tourism Destinations....Pages 181-195 Strategic Marketing in the Hospitality Sector....Pages 197-212 Strategic Marketing in the Air Transport Sector....Pages 213-245 Strategic Marketing in the Tour Operator Sector....Pages 247-262 Strategic Marketing in the Travel Agency Sector....Pages 263-298 A Word of Conclusion....Pages 299-316 Back Matter....Pages 317-329 Tourism marketing has long been considered as a branch of traditional marketing. This book examines the changes shaping the international marketing of tourism and travel