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Tourism Marketing for Small Businesses

Steven Pike

ISBN: 9781911396345 HBK; 9781911396352 PBK; 9781911396369 eBook


About this book | Table of contents | About the authors | Sample files | Online resources | Buy now
Small tourism businesses form the majority of the employment opportunities within the tourism industry. However, many texts seem to overlook this significant sector of the industry and focus instead on the larger multinational companies. This unique text focuses on the application of global marketing principles specifically for small tourism businesses around the world and links academic theory with real world practice illustrated via international case studies.

Written in an engaging style and structured to follow a 12-13 week semester course Tourism Marketing for Small Businesses enables understanding of formulating, implementing and monitoring a marketing strategy. Each chapter will contain summary review questions and a mini case with discussion question. Accompanying the text are lecturer resources in the form of PowerPoint slides for each chapter, with links to relevant URLs and YouTube clips.

A vital text for all tourism and marketing students as well as tourism industry practitioners who have marketing responsibilities.

Publication


February 2018

Table of contents

Ch 1 Marketing fundamentals; Ch 2 Destination competitiveness; Ch 3 Consumer behaviour; Ch 4 Marketing strategy framework; Ch 5 Marketing research; Ch 6 Service design; Ch 7 Branding and marketing positioning; Ch 8 Pricing, packaging and distribution; Ch 9 Marketing communications; Ch 10 Social media and digital; Ch 11 Public relations and publicity; Ch 12 Visitor relationship management; Ch 13 Networking and collaboration; Ch 14 Marketing performance measurement

Table of contents

Ch 1 Marketing fundamentals; Ch 2 Destination competitiveness; Ch 3 Consumer behaviour; Ch 4 Marketing strategy framework; Ch 5 Marketing research; Ch 6 Service design; Ch 7 Branding and marketing positioning; Ch 8 Pricing, packaging and distribution; Ch 9 Marketing communications; Ch 10 Social media and digital; Ch 11 Public relations and publicity; Ch 12 Visitor relationship management; Ch 13 Networking and collaboration; Ch 14 Marketing performance measurement

About the authors

Steven Pike is Associate Professor at Queensland University of Technology, Australia

Table of contents

Ch 1 Marketing fundamentals; Ch 2 Destination competitiveness; Ch 3 Consumer behaviour; Ch 4 Marketing strategy framework; Ch 5 Marketing research; Ch 6 Service design; Ch 7 Branding and marketing positioning; Ch 8 Pricing, packaging and distribution; Ch 9 Marketing communications; Ch 10 Social media and digital; Ch 11 Public relations and publicity; Ch 12 Visitor relationship management; Ch 13 Networking and collaboration; Ch 14 Marketing performance measurement

About the authors

Steven Pike is Associate Professor at Queensland University of Technology, Australia

Sample files

Contents, Preface and Copyright.pdf
Chapter 1.pdf
Chapter 2.pdf
Chapter 3.pdf
Chapter 4.pdf
Chapter 5.pdf
Chapter 6.pdf
Chapter 7.pdf
Chapter 8.pdf
Chapter 9.pdf
Chapter 10.pdf
Chapter 11.pdf
Chapter 12.pdf
Chapter 13.pdf
Chapter 14.pdf

Table of contents

Ch 1 Marketing fundamentals; Ch 2 Destination competitiveness; Ch 3 Consumer behaviour; Ch 4 Marketing strategy framework; Ch 5 Marketing research; Ch 6 Service design; Ch 7 Branding and marketing positioning; Ch 8 Pricing, packaging and distribution; Ch 9 Marketing communications; Ch 10 Social media and digital; Ch 11 Public relations and publicity; Ch 12 Visitor relationship management; Ch 13 Networking and collaboration; Ch 14 Marketing performance measurement

About the authors

Steven Pike is Associate Professor at Queensland University of Technology, Australia

Sample files

Contents, Preface and Copyright.pdf
Chapter 1.pdf
Chapter 2.pdf
Chapter 3.pdf
Chapter 4.pdf
Chapter 5.pdf
Chapter 6.pdf
Chapter 7.pdf
Chapter 8.pdf
Chapter 9.pdf
Chapter 10.pdf
Chapter 11.pdf
Chapter 12.pdf
Chapter 13.pdf
Chapter 14.pdf

Online resources

PowerPoint Slides
Chapter 1 - Tourism marketing for small businesses and not-for-profits

Chapter 2 - Destination competitiveness and the DMO

Chapter 3 - Tourism consumer behaviour

Chapter 4 - Tourism marketing planning

Chapter 5 - Tourism marketing research

Chapter 6 - Designing tourism services and experiences

Chapter 7 - Tourism branding

Chapter 8 - Pricing tourism services

Chapter 9 - Promoting tourism services to consumers

Chapter 10 - Digital and social media in tourism

Chapter 11 - Tourism public relations and publicity

Chapter 12 - Customer relationship management in tourism

Chapter 13 - Tourism Distribution

Chapter 14 - Tourism marketing performance measurement

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Chapter 1 IntroductionPrice: £5.99
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Chapter 2 Destination Marketing OrganisationsPrice: £5.99
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Chapter 3 Tourism Consumer BehaviourPrice: £5.99
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Chapter 4 Tourism Marketing PlanningPrice: £5.99
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Chapter 5 Tourism Marketing ResearchPrice: £5.99
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Chapter 6 Designing Tourism Services and ExperiencesPrice: £5.99
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Chapter 7 Tourism BrandingPrice: £5.99
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Chapter 8 Pricing Tourism ServicesPrice: £5.99
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Chapter 9 Promoting Tourism Services to ConsumersPrice: £5.99
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Chapter 10 Digital and Social Media in TourismPrice: £5.99
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Chapter 11 Tourism Public Relations and PublicityPrice: £5.99
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Chapter 12 Customer Relationship Management in TourismPrice: £5.99
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Chapter 13 Tourism DistributionPrice: £5.99
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Chapter 14 Tourism Marketing Performance MeasurementPrice: £5.99
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