Marketing for tourism and hospitality : collaboration, technology and experiences / Alan Fyall, Patrick Legohérel, Isabelle Frochot and Youcheng Wang.
Contributor(s): Legohérel, Patrick, author. | Frochot, Isabelle, author. | Wang, Youcheng, author.Call number: G155.A1 F92 2019 Material type: TextPublisher: Abingdon, Oxon ; New York, NY : Routledge, 2019Description: xxvi, 594 pages : color illustrations ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781138121294 (pbk.) ; 9781138121270 (hbk.) ; 9781315651026 (ebk.) (Invalid ISBN) Subject(s): Tourism -- Marketing | Hospitality industry -- MarketingDDC classification: 910.68/8
|Item type||Location||Location||Call number||Copy number||Barcode||Status||Date due|
|General Book||ODI General Collection||ODI General Collection||G155.A1 F92 2019 (Browse shelf)||1||1000528907||Checked out||24/08/2020|
Includes bibliographical references and index.
Revisiting traditional approaches to the marketing of tourism and hospitality / Alan Fyall and Kenneth Deptula -- The need for change: the dynamics of the global tourism and hospitality industry / Alan Fyall -- Collaboration, technology and experiences: drivers for change in the marketing of tourism and hospitality / Alan Fyall and Kenneth Deptula -- Collaboration marketing: partnerships, networks and relationships / Alan Fyall and Kenneth Deptula -- Technology and marketing: social media and beyond / Youcheng Wang -- Experiential marketing: a question of co-creation / Isabelle Frochot -- New trends in tourism and hospitality consumption / Isabelle Frochot -- Services characteristics and processes / Isabelle Frochot -- Looking beyond quality / Isabelle Frochot -- Delving deep into the experience / Isabelle Frochot -- Consumer intelligence searching: emerging tools, methodologies, and techniques / Isabelle Frochot -- Marketing strategy / Patrick Legohérel -- Market segmentation, targeting and positioning / Patrick Legohérel -- International marketing strategy / Patrick Legohérel -- Marketing destinations / Youcheng Wang -- Innovation and new tourism and hospitality products, services and experiences / Patrick Legohérel -- Pricing and revenue management / Patrick Legohérel -- Image and branding / Youcheng Wang -- Customer relationship management: loyalty and social networks / Patrick Legohérel -- Channels of distribution / Youcheng Wang -- Media, public relations and marketing communications / Youcheng Wang -- The future of tourism and hospitality marketing / Alan Fyall.
"The marketing landscape has changed dramatically in recent years, especially for tourism and hospitality practitioners. Marketing for these industries is now a multi-dimensional, collaborative venture driven by technological change and the growing demand for authentic co-created experiences. Marketing for Tourism and Hospitality provides students with a contemporary, accessible and useful resource as they prepare to encounter the complexities and challenges of tourism and hospitality marketing globally. A clear articulation of the changing landscape, a comprehensive introduction to the three underpinning themes of collaboration, technology and experiences, and a plentiful supply of international case material provide students with an enjoyable and digestible resource that is both academically rigorous and practice-oriented, helping them prepare for day-to-day problems in the dynamic world of marketing. This contemporary, challenging and highly applied text is an indispensable resource for all students of tourism and hospitality degree programmes"-- Provided by publisher.