Description
Book SynopsisSmall tourism businesses form the majority of the employment opportunities within the tourism industry. However, many texts seem to overlook this significant sector of the industry and focus instead on the larger multinational companies. This unique text focuses on the application of global marketing principles specifically for small tourism businesses around the world and links academic theory with real world practice illustrated via international case studies. Written in an engaging style and structured to follow a 12-13 week semester course Tourism Marketing for Small Businesses enables understanding of formulating, implementing and monitoring a marketing strategy. Each chapter will contain summary review questions and a mini case with discussion question. Accompanying the text are lecturer resources in the form of PowerPoint slides for each chapter, with links to relevant URLs and YouTube clips. A vital text for all tourism and marketing students as well as tourism industry practitioners who have marketing responsibilities.
Table of ContentsCh 1 Marketing fundamentals; Ch 2 Destination competitiveness; Ch 3 Consumer behaviour; Ch 4 Marketing strategy framework; Ch 5 Marketing research; Ch 6 Service design; Ch 7 Branding and marketing positioning; Ch 8 Pricing, packaging and distribution; Ch 9 Marketing communications; Ch 10 Social media and digital; Ch 11 Public relations and publicity; Ch 12 Visitor relationship management; Ch 13 Networking and collaboration; Ch 14 Marketing performance measurement
