Advertising In Tourism And Leisure
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Advertising In Tourism And Leisure
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Author : Nigel Morgan
language : en
Publisher: Routledge
Release Date : 2013-06-17
Advertising In Tourism And Leisure written by Nigel Morgan and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Business & Economics categories.
'Advertising in Leisure and Tourism' brings together the current thinking in this area, via extensive international case studies, to provide a critical appraisal of the potential of advertising in leisure and tourism. Arranged in three parts, the book introduces the role of advertising, evaluating its relationship within other aspects of tourism and leisure marketing; the techniques used: advertising a range of products to key market segments; and new strategic directions in advertising. It focuses on the new destination marketing strategy of branding and assesses the relationship between advertising and other increasing important areas of promotion, including sponsorship, ambient marketing and sales promotion. Advertising and marketing professionals in the leisure industries and undergraduates on marketing-related modules in tourism, leisure and hospitality courses will find this an invaluable text. Since the case studies are drawn from an international field, readers will be able to assess best practice from a variety of sources and countries. Dr Nigel Morgan is Principal Lecturer in Hospitality, Leisure and Tourism and Annette Pritchard is Senior Lecturer at School of Leisure and Tourism, at the University of Wales Institute, Cardiff.
Marketing In Leisure And Tourism
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Author : Patricia Click Janes
language : en
Publisher: Venture Publishing (PA)
Release Date : 2006
Marketing In Leisure And Tourism written by Patricia Click Janes and has been published by Venture Publishing (PA) this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Leisure industry categories.
"Welcome to the roller-coaster world of marketing decision making. There are many things to consider, many issues to face, and this book will show how this process can be less frightening and risky than a roller-coaster ride, yet feature all the thrills and enjoyment associated with it. The first chapter highlights the reasons why some leisure service agencies have not integrated marketing effectively. Further, it suggests reasons how marketing has evolved and why it is beneficial to adopt strategic marketing practices. The issues of barriers to effective marketing, strategies, and benefits are covered, as well as components of leisure service agency marketing. Foundational issues related to effective leisure service agency marketing are clarified in Chapter 2, including leisure service philosophy and its relationship to the quality of people's lives. Chapter 3 is designed to introduce a formal process for applying each of these components in a leisure service agency: funding, evaluating, and enabling marketing action through planning. Further, it addresses issues of particular concern to leisure agencies, including funding marketing efforts and measuring the impacts of these marketing decisions. Chapter 4 addresses the premise that all activities are driven by quality service standards. Quality service involves every aspect of an agency from the products, services, and the experiences it provides, to the standards (e.g., cleanliness, hiring) and processes it creates (e.g., policies/procedures). Chapter 5 discusses research as the heart of effective marketing. Research is needed throughout the marketing process and provides assistance to each phase. Research addresses issues related to understanding demographic and leisure trends; needs of targeted markets; satisfaction of employees, volunteers, and customers; and questions like whether that $10,000 per month billboard is worth the investment. Chapters 6 through 8 are dedicated to developing skills in strategic analysis. Anyone can spend a marketing budget but not everyone can be successful at it. Therefore the key to effective decisions is analyzing and developing a strategy that is based on sound principles and evidence. Targeted markets can be developed through understanding current systems, issues, and future plans. In Chapter 7, the process for target market creation is outlined identifying techniques for selecting appropriate markets. Once determined, agencies can develop a formal strategy for marketing. Chapter 8 highlights ways in which an agency can position themselves and develop or enhance the brand image. It is in this chapter that an agency learns to develop specific target market objectives, and from these objectives, communication decisions will be based. Finally, determining communication decisions is often thought of as the most creative part of marketing decision making. Decisions that are first made in this phase relate to product, service, program, facility, distribution, and pricing considerations. Next, brand image and promotion decisions are made, followed by the various tools used to communicate with the targeted audiences -- public and community relations, advertising, sponsorship, stewardship, selling, and internal marketing. In Chapters 9-14, techniques for effective use of each decision and tool are shared, which will help agencies make successful decisions to achieve target market objectives. This book is supported by an impressive array of online instructor materials including: sample syllabi PowerPoint slides test bank sample marketing plans audio chapter reviews related articles photographs discussion board and more!" -- Publisher.
Leisure Marketing
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Author : Susan Horner
language : en
Publisher: Routledge
Release Date : 2012-06-25
Leisure Marketing written by Susan Horner and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-06-25 with Business & Economics categories.
Divided into nine parts, Leisure Marketing: a global perspective guides the reader through leisure and marketing concepts, the marketing mix, key issues in different sectors, topical issues (such as globalisation, marketing research and ethics, for example branding and environmental issues), and the future of leisure marketing. A section of the book is devoted entirely to international case studies, which illustrate and highlight key themes and issues raised throughout in order to facilitate learning. Example of international cases used are: Disneyland Resort, Paris: The Marketing Mix Manchester United Football Club: Marketing the Brand The Growth of the Online Retail Travel Market Hilton Head Island, USA: The Leisure Island for Golf and Leisure Shopping Health, Leisure and Tourism Marketing including Spa Hotels, Health Clubs and lake Resorts. This book combines real world experience with a solid theoretical framework. It is essential reading for anyone studying, teaching or working in marketing in the leisure industry.
Marketing Tourism Hospitality And Leisure In Europe
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Author : Susan Horner
language : en
Publisher: Arden Shakespeare
Release Date : 1996
Marketing Tourism Hospitality And Leisure In Europe written by Susan Horner and has been published by Arden Shakespeare this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996 with Business & Economics categories.
This text looks at marketing from a European perspective. In addition to case studies, it considers differences in consumer behaviour between European countries. The text is supported by student exercises and adopts a student-centered learning approach.
Successful Web Marketing For The Tourism And Leisure Sectors
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Author : Susan Briggs
language : en
Publisher: Kogan Page Publishers
Release Date : 2001
Successful Web Marketing For The Tourism And Leisure Sectors written by Susan Briggs and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Business & Economics categories.
This is a practical, jargon-free guide to help readers move from seeing the Internet as a tangled web to seeing it as a powerful network.
The Tourism And Leisure Experience
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Author : Michael Morgan
language : en
Publisher: Channel View Publications
Release Date : 2010-09-01
The Tourism And Leisure Experience written by Michael Morgan and has been published by Channel View Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-09-01 with Business & Economics categories.
People do not buy products, or even services; they purchase the total experience that the product or service provides. Experience management is seen as the way to remain competitive in markets where globalisation and technology have turned products and services into commodities. This book draws together academic and practitioner insights into the consumer experience by combining the perspectives of the tourist consumer with that of experience managers, supported by examples from tourism, leisure, hospitality, sport and event contexts. With contributions from established and emerging international scholars, it is organised into three sections: understanding experiences, researching experiences and managing experiences. It aims to provide students, researchers and managers with a stimulating overview of the current research and managerial issues in the field and as well as a resource to guide their further reading.
Marketing For Leisure And Tourism
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Author : Michael Morgan
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 1996
Marketing For Leisure And Tourism written by Michael Morgan and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996 with Business & Economics categories.
This text gives an underpinning of marketing theory, illustrated with examples and case studies drawn from a wide range of leisure organizations and activities. Tourism is dealt with as an integral part of the leisure market rather than a separate phenomenon. Coverage is given to the need for public and voluntary organizations to become more marketing-orientated, as well as designing and delivering service quality.
Recent Advances In Tourism Marketing Research
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Author : Kaye Sung Chon
language : en
Publisher: Routledge
Release Date : 2014-09-19
Recent Advances In Tourism Marketing Research written by Kaye Sung Chon and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-19 with Business & Economics categories.
In order to respond to the dynamic changes taking place in the competitive world of tourism, marketing programs need to be constantly adjusted and updated to take account of new market research. Recent Advances in Tourism Marketing Research offers tourism marketers an excellent basis for developing and evaluating their marketing efforts. The book explores exciting new approaches to conducting tourism marketing research and presents applications which will help you develop and implement new tourism marketing strategies in your business.Chapters in Recent Advances in Tourism Marketing Research reflect the recent explosion of high quality tourism marketing research. Authors come from a number of disciplines and perspectives, ranging from more traditional programs such as hotel, restaurant, and tourism management and leisure studies to geography, urban and regional planning, and sociology. This fusion of diverse ideas gives you innovative insight into important tourism marketing issues including: market segmentation importance-performance analysis tourism demand forecasting destination choice modeling experience-based sampling methods qualitative methods in tourism researchRecent Advances in Tourism Marketing Research positions international tourism within the broader context of the worldwide services economy. It shows marketing and tourism professionals the significance of changing tourism issues and trends based on results of current research which will drive future marketing strategies, and it helps them see their own strategies in light of the future. This unique book helps tourism marketers shape the future of their marketing programs for a tourism product that challenges traditional ways of conducting tourism business. Destination promoters, decisionmakers, and planners in tourism and students and educators of tourism, hospitality, and leisure studies worldwide will find the diversity and originality of the research presented in Recent Advances in Tourism Marketing Research essential for developing successful marketing strategies now and in the future. Also, libraries of schools that have leisure and recreation, tourism, hospitality, marketing, and service programs will want to make this invaluable resource readily available to their patrons.
Marketing Of Tourism Experiences
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Author : Noel Scott
language : en
Publisher: Routledge
Release Date : 2013-09-13
Marketing Of Tourism Experiences written by Noel Scott and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-13 with Business & Economics categories.
This book provides a review of the current theory and practice of experiential tourism and how it is marketed. Many societies today are characterised by widespread individual wealth of an order previously confined to the elite with the consequence that ownership of ‘ordinary’ physical goods is no longer a distinguishing factor. Instead people are now seeking the ‘extraordinary’ with examples being bodies enhanced through surgery, personal fitness trainers, and, in the case of leisure and tourism, seeking unique and unusual places to visit and activities to undertake. This trend manifests in the increasing consumption of services and the addition of experiential elements to physical goods by businesses aware of societal changes. The trend is enhanced by rapidly changing technology and economic production methods providing new sectors of the world’s population with access to the consumption experiences that are repeatedly featured in the media. This is the experience economy, characterised by a search by consumers for fantasies, feelings, and fun. This book was based on a special issue of Journal of Hospitality Marketing & Mangement.
Communication And Channel Systems In Tourism Marketing
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Author : Muzaffer Uysal
language : en
Publisher: Routledge
Release Date : 2012-11-12
Communication And Channel Systems In Tourism Marketing written by Muzaffer Uysal and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-12 with Business & Economics categories.
What sources of information do tourists consult when choosing a travel destination? How can communication channels be used to reach the tourist market for a specific region? This resource provides new insight into these important questions and more on developing tourism marketing strategies using the key factors of communication and channel systems. Communication and Channel Systems in Tourism Marketing features both conceptual and applied research which provides an excellent base for tourism marketers and destination planners to evaluate and improve their overall tourism marketing programs. Tourism and hospitality scholars discuss communication distribution channels, media selection, information needs and sources, importance of travel brochures and slogans, brochure design, and the effectiveness of communication messages in tourism marketing. The advantages and disadvantages of a wide variety of communication channels are explored including word-of-mouth, brochures/pamphlets, travel agents, magazines, radio, television, and slogans. Some of the topics covered in this book that demonstrate the use of communication and channel systems in tourism marketing are: building repeat visitor relationships image formation distribution channels communication messages and their effectiveness design of destination- and attraction-specific brochures communicating unique selling propositions in slogans This groundbreaking book presents original, empirical research that incorporates communications and channels systems as integral components of tourism marketing. The diversity and originality of these tourism research cases will be helpful to destination promoters, tourism decisionmakers, and tourism planners worldwide. Communication and Channel Systems in Tourism Marketing is also a valuable supplementary text for students in courses on leisure, recreation, hospitality, tourism, and marketing.