Tourism marketing : in the age of the consumer /

Morrison, Alastair M., author.

Tourism marketing : in the age of the consumer / Alastair M. Morrison. - London; New York : Routledge, c2022. - xxvi, 757 pages : illustrations ; 25 cm

Includes bibliographical references and index.

Part 1 : The consumer
1 The consumer is first in tourism marketing
2 Consumer behaviour research
3 Market and marketing research
4 Customer relationship management
5 Consumer use of social media
Part 2 : The strategy
6 Social responsibility and ethical tourism
7 Market segmentation
8 Positioning, image and branding
9 Marketing plan and marketing mix
Part 3 : The implementation
10 Marketing communications
11 Technology and e-marketing
12 Tourism distribution channels
Part 4 : The tourism product
13 Product development and innovation
14 Events and their development and marketing
15 Regional development, marketing and partnerships
Part 5 : The evaluation of tourism marketing
16 Marketing performance measurement
Glossary
Index


In English text.

9780415726368


Tourism--Marketing.
Hospitality industry--Marketing.
Service industries--Marketing.
Tourism--Computer network resources.

CIR G 155.A1 / M67 2022