The International Marketing of Travel and Tourism: A Strategic Approach

The International Marketing of Travel and Tourism: A Strategic Approach

by François Vellas, Lionel Bécherel


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Tourism marketing has long been considered as a branch of traditional marketing. However, in recent years, tourism marketing has gone through fundamental changes: the pursuit of global strategies based on strategic alliances, the breakdown of commercial borders and advances in new technology have all facilitated the commercialisation of tourism products.
This book sets out to examine the changes shaping the international marketing of tourism and travel. The book begins in defining the role of international marketing in tourism and describes the strategic marketing process, from analysis and strategy formulation to implementation techniques. It provides the marketing theory for the rest of the text. Part two focuses on specific issues that are currently influencing tourism marketing. As such, it explains how technology is affecting the way tourism firms operate, the impact and influence of environmental awareness, human resource strategy and service quality on tourism marketing. Finally, it presents the strategic responses of each of the sub-sectors - hospitality, air transport, tour operation, travel agency and the tourism destination - to the pressures of the changing tourism industry.
The International Marketing of Travel and Tourism is aimed at final year undergraduate and postgraduate students of tourism providing a strategic approach to marketing within this growing sector.

Product Details

ISBN-13: 9780333717592
Publisher: Macmillan Education UK
Publication date: 05/17/1999
Edition description: 1999
Pages: 352
Product dimensions: 7.44(w) x 9.69(h) x (d)

About the Author

FRANÇOIS VELLAS is Professor of International Tourism Economics a the University of Toulouse.

LIONEL BECHEREL is a management consultant specialising in tourism.

Table of Contents

PART ONE: OVERVIEW OF INTERNATIONAL TOURISM MARKETING PRINCIPLES.- The Marketing Concept and International Tourism Marketing.- Strategic Analysis and Strategy Formulation.- PART TWO: ISSUES AND TRENDS IN CONTEMPORARY TOURISM MARKETING.- The Impact of Technology on Tourism Marketing; P.Alford.- Green Strategies in the Tourism and Hospitality Industries; D.Diamantis & A.Ladkin.- The Influence of Human Resource on Tourism Marketing; E.Szivas.- Managing the Service Encounter: Consistent High Quality through 'Internet Marketing'; G.McGrath
PART THREE: STRATEGIC MARKETING IN THE TOURISM SECTORS.- Strategic Marketing of Tourism Destinations; R.Batchelor.- Strategic Marketing in the Hospitality Sector; T.Knowles.- Strategic Marketing in the Air Transport Sector.- Strategic Marketing in the Tour Operator Sector; T.Knowles & P.Grabowski.- Strategic Marketing in the Travel Agency Sector; L.Andreu Simo & E.Bigne.- Future Trends in the Travel and Tourism Industry.

What People are Saying About This

From the Publisher

... a good introductory overview of the subject matter.' – Paul Wilkinson, Annals of Tourism Research

'The editors have succeeded in presenting a collection of contributions that illustrate how far tourism marketing has evolved ... Moreover, readers interested in the dynamics of influencing factors and responses will find this book a stimulating publication.' – Gui Santana, International Journal of Tourism

'The material is accessible and makes for interesting class discussion. The sections on strategy and future developments are particularly well developed and researched.' – Dr Denis Harrington, Waterford Institute of Technology, Eire

'Accessible and up-to-date coverage of key topics.' – Journal of the Institute of Travel and Tourism

'Excellent ... This is one of the best Tourism Marketing texts I have read.' – Paul Blakey, University College, Warrington

'An excellent text, accessible and with good cases and a global approach. By locating marketing within a strategic management context, the book provides a welcome change from the more detached and mechanistic texts available.' – Dr Mike Robinson, University of Northumbria

'This book provides a sustained strategic focus within an international environment. A very good addition to the tourism marketing literature.' – Professor C.L. Jenkins, University of Strathclyde

'Very current and up-to-date ... focuses on strategic issues unlike most tourism marketing texts.' – Dr Hudson, University of Brighton

'The first text that I am aware of that is tourism specific and aims to offer a strategic approach ... a welcome edition.' – H.Horobin, Leeds Metropolitan University

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