Marketing Tourism in South Africa.
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Product details:
- Publisher OUP Southern Africa
- Date of Publication 15 September 2011
- ISBN 9780195995404
- Binding Paperback
- No. of pages512 pages
- Size 241x169x28 mm
- Weight 916 g
- Language English
- Illustrations Photographs, tables, figures 0
Categories
Short description:
This is the fourth edition of Marketing tourism in South Africa by UCT senior lecturer Richard George. Up-to-date statistics, analysis of important players, and discussion of key trends ensures the book is at the forefront of local developments in tourism marketing.
MoreLong description:
This is the fourth edition of Marketing tourism in South Africa by UCT senior lecturer Richard George. This new and updated edition is suitable for universities, universities of technologies and colleges where Tourism Marketing or Marketing for Tourism is taught. This course is taught mainly at first or second year and sometimes at third year as part of a National Diploma in Tourism Management, a BCom (Tourism) or a post-graduate diploma in Tourism.
Up-to-date statistics, analysis of important players, and discussion of key trends ensures the book is at the forefront of local developments in tourism marketing. End-of-chapter case studies and example boxes allow students to grasp the practical applications of the theory to provide real-life current practice. There are also logos, photos, and website which will save lecturers preparation time while familiarizing the student with the landscape of the tourism industry in South Africa.
Table of Contents:
PART I: Understanding marketing in the tourism industry
Marketing principles
Characteristics of tourism marketing
PART II: Gathering information for decision-making
The tourism marketing environment
Tourism marketing planning
Tourism marketing research
PART III: Analysing the tourism market
Segmentation, targeting, and positioning
Consumer behaviour in tourism
Organisational behaviour in tourism/the meetings industry
PART IV: Implementing the marketing mix strategies
Product-offering strategies
Pricing strategies
Distribution strategies
Marketing communications and advertising strategies
Sales promotion and personal selling strategies
eMarketing and direct marketing strategies
Marketing collateral, public relations, and sponsorship strategies
Physical evidence, people, and process strategies
PART V: Understanding tourism marketing issues
Service Quality through Internal and Relationship marketing
Destination marketing
Event marketing
Tourism trends and the future of tourism marketing
