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Tourism Marketing For Cities And Towns / Edition 1
     

Tourism Marketing For Cities And Towns / Edition 1

by Bonita Kolb
 

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ISBN-10: 075067945X

ISBN-13: 9780750679459

Pub. Date: 03/01/2006

Publisher: Taylor & Francis

Tourism Marketing for Cities and Towns provides thorough and succinct coverage of marketing theory specific to the tourism industry. It focuses on developing the branded destination with special emphasis on promotional planning. In addition, it contains numerous international examples, discussion questions, and strategic planning worksheets.

Overview

Tourism Marketing for Cities and Towns provides thorough and succinct coverage of marketing theory specific to the tourism industry. It focuses on developing the branded destination with special emphasis on promotional planning. In addition, it contains numerous international examples, discussion questions, and strategic planning worksheets.

Product Details

ISBN-13:
9780750679459
Publisher:
Taylor & Francis
Publication date:
03/01/2006
Edition description:
New Edition
Pages:
328
Product dimensions:
0.69(w) x 6.00(h) x 9.00(d)

Table of Contents

Chapter One: Tourism to Cities and Towns
- History of urban tourism
- Defining and packaging town as destination
- Using tourism to support economic development

Chapter Two: Marketing Theory Applied to Places
- Introduction to marketing theory
- Positioning and branding the event
- Providing unique experiences valued by younger tourists

Chapter Three: Product analysis
- Analysis of physical product (attractions, sports, entertainment)
- Analysis of aesthetic product (culture, scenery, history)
- Analysis of tourist services (hotels, dining, tours)

Chapter Four: Branding the Town
- Using branding to gain recognition
- Finding a event that conveys the correct image
- Developing the message for each tourist segment

Chapter Five: Targeting the Visitor
- Defining the tourist segments
- Targeting by event activity
- Researching new target markets

Chapter Six: Packaging the Product
- Shaping the appropriate city image
- Packaging itineraries of product and experience
- Packaging activities as events

Chapter Seven: Partnering with the Community
- Finding resources using economic development funds
- Government programs available to develop the tourism product
- Using tourism to attract new businesses

Chapter Eight: Developing the Image and Message
- Creating the promotion message
- Planning the event place and image
- Using the promotion mix components

Chapter Nine: Planning the Promotion
- Communicating using advertising and public relations
- Visitor centers, familiarization tours and personal selling
- Direct marketing to target tourist segments

Chapter Ten: Evaluating the Impact
- Understanding the tourist experience
- Evaluating economic impacts
- Researching local resident opinions

Conclusion:
- List of available community and government resources
-Case studies for use in class

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