Marketing Communications in Tourism and Hospitality
The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies.
How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company’s competitive edge?
Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Using contemporary case studies such as South African Tourism, Travelocity and Virgin Trains, it explains and critiques the practice and theory in relation to this industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context.
This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area.
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activities airlines Alan Whicker analysis Annals of Tourism approach argues attitudes brand brochures campaign changes Chapter communica communications mix competitive consumer behaviour consumption context create cultural customers decision-making decisions direct marketing discussed DMOs environment evaluation example experience focus forms function groups hospitality organisations hospitality sector hospitality services identified images impact important industry integrated marketing communications Internet issues keting linked market segments marketing communications strategy marketing department marketing messages marketing mix marketing planning marketing strategy munications needs online advertising organisation’s organisational strategy outlined package holiday positive potential products and services purchase range relation relationship role sales promotions services marketing social specific sponsorship stakeholders sumer target audience television tion tour operators tourism and hospitality tourism destinations Tourism Research Travelocity TripAdvisor types understand user-generated content users Virgin Trains West Ham United