Tourism Marketing: An Asia-Pacific Perspective

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