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Cover image for product 047081490X
HSU
ISBN: 978-0-470-81490-1
Paperback
496 pages
December 2008
This is an out of Print Title.
  • Description
  • Table of Contents
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% 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 performance metrics
Wiley PLUS
Instructor-Inspired. Student-Approved.