Marketing for tourism / J. Christopher Holloway.

Part I Laying the groundwork
1. The marketing perspective
2. Marketing planning
3. Marketing research and its applications in tourism
4. The tourist market
5. Tourism product policy
6. Pricing the product

Part II Reaching the customer
7. Marketing communications and ICT applications
8. Distributing travel and tourism
9. The sales function
10. Tourism advertising
11. The travel brochure
12. Sales promotion for travel and tourism
13. Direct marketing: theory and practice
14. Public relations and its uses in the tourism industry
15. Marketing control

Part III Case studies
1. An integrated marketing campaign to extend Travelocity's member base
2. Small business survival in the wake of September 11th: the case of Trips worldwide
3. Marketing a specialist product: the holiday homes rental market in Norway
4. Restructuring an airline: the fall and rise of Adria Airways
5. Leeds Castle: reappraising marketing strategy to maximize opportunities
6. Marketing the concept of a destination: the launch of Destination Wessex
7. The use of personalities to support a campaign for recovery: Yorkshire Tourist Board
8. Piran: establishing a sustainable 'gem city'
9. Repositioning a hospitality product: The Cross at Kingussie, Scotland
10. Branding a tourist attraction: Middleton: the National Botanic Garden of Wales
11. Marketing little-known destinations: the island of Saaremaa, Estonia
12. The small museum and its struggle to survive: the Museum of Bath at Work
13. The past, present and future of a popular tourist destination: the Costa del Sol

Published by Pearson Canada (April 28th 2004) - Copyright © 2004

Bibliography : p. 494-497 . _ Index : p. 498-510.