Tourism Marketing

Код: 335863

Краткое описание

ISBN: 
9780470814901

Издательство: Wiley
Автор: Cathy H. C. Hsu
Страниц: 448
Переплет: Мягкая обложка
Язык: Английский
ISBN: 978-0-470-81490-1

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Подробная информация 

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

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