Hospitality and Travel Marketing / Edition 4

by Alastair M. Morrison

Overview

Comprehensive and up-to-date coverage of marketing theory and techniques for the hospitality industry. Beginning with the basic principles of marketing, the text advances through clear, step-by-step instructions for developing, implementing and evaluating a hospitality industry marketing plan to achieve organizational goals. Updated information includes many current and specific industry examples that reinforce learning and understanding through recognizable case studies. An 8-page, full-color insert shows actual display ads created as part of industry marketing efforts. Detailed coverage of the nine P's of hospitality marketing (product, people, packaging, programming, place, promotion, partnership, public relations, and pricing) provides a thorough understanding, and solid preparation for a career in hospitality and travel marketing.
ALSO AVAILABLE
INSTRUCTOR SUPPLEMENTS
Instructor's Guide, ISBN: 0-8273-7467-4

Product Details

ISBN-13:	9781418016555
Publisher:	Cengage Learning
Publication date:	04/20/2009
Series:	Travel and Tourism Series
Edition description:	New Edition
Pages:	786
Product dimensions:	8.10(w) x 10.00(h) x 1.20(d)
Lexile:	1250L (what's this?)

About the Author

Alastair M. Morrison, Ph.D., is Research Professor at the Greenwich Business School, School of Management and Marketing, University of Greenwich in London, UK. Formerly, he was Distinguished Professor Emeritus at Purdue University, USA, specializing in the area of tourism and hospitality marketing. He has published approximately 300 academic articles and conference proceedings, and is the author of several books on tourism marketing and development including Tourism Marketing in the Age of the Consumer (Routledge, 2022), World Tourism Cities (Routledge, 2021), and Marketing and Managing Tourism Destinations, Second edition (Routledge, 2019). Professor Morrison is the Co-Editor-in-Chief of the International Journal of Tourism Cities and Co-Editor of the Routledge Handbook of Tourism Cities (Routledge, 2021).

Table of Contents

INTRODUCTION TO MARKETING. Marketing Defined. Marketing Hospitality and Travel Services. The Hospitality and Travel Marketing System. PLANNING: RESEARCH, AND ANALYSIS. Customer Behavior. Analyzing Market Opportunities. Marketing Research. PLANNING: MARKETING STRATEGY AND PLANNING. Marketing Strategy: Market Segmentation and Trends. Marketing Strategy: Strategies, Target Markets, Marketing Mix, Positioning, and Marketing Objectives. The Marketing Plan and the Eight P's. IMPLEMENTING THE MARKETING PLAN. Product Development and Partnership.. People: Services and Service Quality. Packaging and Programming. The Distribution Mix and the Travel Trade. Communications and the Promotional Mix. Advertising. Sales Promotion and Merchandising. Personal Selling and Sales Mgmt. Public Relations and Publicity. Pricing. CONTROLLING AND EVALUATING THE PLAN. Marketing Management, Evaluation, and Control.

Editorial Reviews

"The fifth edition of Hospitality and Travel Marketing breaks new ground in this field by offering an insightful outlook on the latest marketing thinking for the post-COVID era, including new approaches to social marketing and sustainable development. This book will be of interest to students, practitioners and researchers in hospitality and tourism seeking a fresh approach grounded in the latest scholarly knowledge as well as best practices globally. Crucially, the book’s proven systems-based approach to marketing will give practitioners and scholars alike an opportunity to reflect on the wider and longer-term consequences of their decision-making. This is particularly important at a stage when our world faces a great deal of uncertainty at different levels".

Professor J. Andres Coca-Stefaniak, Professor of Tourism, Events and Sustainability, Greenwich Business School, University of Greenwich, London, UK.

"Hospitality and Travel Marketing, Fifth Edition is an essential resource for learners and destination marketers. When I developed a new Destination Management and Marketing course for undergraduate learners at Royal Roads University, Dr. Alastair M. Morrison was exceptionally responsive and supportive in providing guidance and resources which became foundational and essential throughout the course. The new Fifth Edition provides greater insights into critical tourism sustainability concepts and practices".

Ray Freeman, Royal Roads University (2011–2020), Principal Consultant and CEO of Left Coast Insights Ltd., British Columbia, Canada.

"The refreshed Hospitality and Travel Marketing is a much-needed new textbook focusing on the recent trends and issues in the industry post-COVID. Having used this book myself, I greatly appreciate its systematic structure and flow. Professor Morrison has used his extensive global experience in crafting a truly useful and accessible book that is full of great examples and new features. Just like my own students, readers will enjoy the engaging style of writing and the contemporary hospitality and travel marketing cases and applications. The consumer-oriented approach is refreshing, as is the emphasis on social responsibility in marketing and e-marketing. Everyone with a serious interest in hospitality and travel marketing should get a copy and study this text carefully".

Professor Dae-Young Kim, Professor of Hospitality Management, University of Missouri, Columbia, Missouri, USA.

"The new textbook by Professor Morrison is an important tool for future travel, tourism, and hospitality leaders to be prepared for a world post-COVID-19 pandemic. Travel and tourism have completely changed, and previous textbooks are for the most part obsolete. This new edition unpacks critical issues such as COVID-19, social responsibility, climate change, social commerce, and many others. Not only do I fully endorse this textbook and congratulate the author, but I view this edition as an important part of any tourism marketing course, and an addition to any tourism and hospitality marketer's library."

Dr Jens Wolf Thraenhart, CEO, Barbados Tourism Marketing, Inc.

From the Publisher