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E-grāmata: Marketing in the Tourism Industry (RLE Tourism): The Promotion of Destination Regions

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Marketing in the Tourism Industry (RLE Tourism): The Promotion of Destination RegionsPalielināt
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This book examines how different sections of the tourism industry attempt to reach their markets. A wide range of distinctive forms of holiday are considered, and the influence their characteristics have on how they are marketed is discussed. But the approach is also comparative, and the relative success each area of the industry has in reaching its market is evaluated.

Recenzijas

'This is a super book that is not only timely with the EAL population growing rapidly; it also successfully links theory to practice...Written in a very accessible style, this book provides essential information, key theories and tried and tested best practice to help raise awarenes of potential issues for practitioners, children and parents. The practical support packed within this text is one of its strengths and is what practitioners will most benefit from'-Martine Horvath, EYE

List of Tables
List of Figures
Contributors
Preface
1 How Tourists Choose Their Holidays: An Analytical Framework
1(17)
Brian Goodall
The Holiday Habit
1(1)
The Holiday Selection Process
2(1)
Motivations
2(1)
Images
3(2)
Choice of Resort
5(2)
The search process
7(1)
Evaluation of alternatives
8(2)
Holiday Selection as an Analytical Frame-work
10(8)
2 Changing Patterns and Structure of European Tourism
18(21)
Brian Goodall
Patterns of European Tourism
19(1)
Origins and destinations
20(3)
Holiday tourism
23(3)
Structure of the European Tourism Industry
26(1)
The tour operator
27(2)
The travel agent
29(2)
The accommodation sector
31(1)
Structure and patterns
32(1)
Prospect
33(1)
Future holiday-makers
33(1)
The tourism industry
34(2)
Perspective
36(3)
3 The Development of Tourism in the Least Developed Countries
39(28)
Erlet Cater
Tourism Potential
41(1)
Physical resources for tourism
41(5)
Economic conditions for tourism development
46(3)
Socio-cultural resources
49(4)
Tourism Impact
53(3)
The physical impact of tourism
56(2)
The economic impacts of tourism
58(2)
The social impacts of tourism
60(1)
Conclusion
61(6)
4 The Role of Travel Agent and Tour Operator
67(8)
Maurice Buck
Setting the scene
67(1)
The role of the travel agent
68(1)
Pre-sales service
69(1)
The sales situation
69(1)
After-sales service
70(1)
Changing structure and practices
71(2)
The Agent and the Tour Operator
73(2)
5 The Role of the Tourist Board
75(14)
Stan Bowes
Tourist Boards in the United Kingdom
75(1)
The English Tourist Board
76(1)
The Regional Tourist Boards in England
76(2)
Differing roles of tourist boards
78(2)
Government Guidelines
80(1)
Future Outlook for Tourist Boards
81(2)
Marketing Strategies
83(4)
Conclusion
87(2)
6 Planning of Tourist Routes: The Green Coast Road in the Northern Netherlands
89(12)
Jan R. Bergsma
Context
89(1)
Tourist Routes
90(1)
The Green Coast Road
91(1)
Planning objectives and problems
91(2)
The research phases
93(3)
The optimal route
96(2)
Concluding remarks
98(3)
7 Recreational Developments in Gravel Workings: The Limburg Experience
101(10)
Henk Voogd
Introduction
101(1)
The Historical and Geographical Background
102(3)
Wet Restoration: Making a Virtue of Necessity
105(1)
Aspects of Recreation Planning and Policy
106(3)
Concluding Remarks
109(2)
8 The Economic Effects on Destination Areas of Foreign Involvement in the Tourism Industry: A Spanish Application
111(22)
Thea Sinclair
Charles Sutcliffe
The Balance of Payments
111(6)
The Distribution of Public and Private Revenue
117(3)
The Value of Expenditure on Tourism and Associated Multiplier Effects in the Destination Area
120(4)
Techniques of Production and the Level of Employment
124(2)
The Degree of Control which the Host Area exercises over the Development of the Tourism Industry and Destination Area
126(3)
Conclusion
129(4)
9 The Image of Destination Regions: Theoretical and Empirical Aspects
133(29)
Michael J. Stabler
Introduction
133(1)
Image and its relevance to Tourism
134(2)
Image in the context of Economic Theory
136(1)
Demand
136(7)
Supply
143(3)
Observations on both demand and supply and image
146(1)
Empirical Implications
146(1)
The Languedoc-Roussillon Study
147(1)
The area
147(1)
The fieldwork
148(2)
The results
150(1)
The visitor survey
150(4)
The image study
154(1)
Some general observations
155(2)
Theory and the Languedoc-Roussillon Study
157(1)
Future Research Developments
158(1)
Modelling
158(1)
Empirical considerations
159(3)
10 Marketing the Historic City for Tourism
162(14)
Gregory Ashworth
Introduction
162(2)
Conflicts and Contradictions
164(1)
Institutional
164(1)
Goals
165(3)
Locations
168(1)
Physical and environmental damage
169(1)
Conflict Resolution through the Intervention of Intermediaries
170(3)
The Broader Context
173(3)
11 Developments in the Promotion of Major Seaside Resorts: How To Effect A Transition By Really Making An Effort
176(11)
Bryan J.H. Brown
Promotion and the Beginning
176(3)
New Images for Old: Why the Need for Change?
179(2)
The Torbay example
181(2)
Defence of the Realm project
183(1)
Large Industry -- Small Businesses
184(3)
12 Tourism Development Planning in Languedoc: Le Mission Impossible?
187(11)
Gregory Ashworth
Michael J. Stabler
Introduction
187(1)
The regional context
188(1)
The Mission
189(2)
Assessment of Regional Development
191(1)
Regional development in general
191(1)
Tourism development
192(1)
Results
192(1)
Assessment of Resort Development
193(3)
Conclusions
196(2)
13 Changing Tourism Requires A Different Management Approach
198(15)
Martinus J. Kosters
Status quo
199(1)
`Do-it-yourself'
199(2)
Unity in Diversity
201(1)
Missing policies
202(1)
Management
203(2)
Creative management
205(2)
Marketing
207(2)
Stength-weakness analysis
209(1)
The tourism organisation as a
209(1)
wholesaler?
209(2)
Changing Organisations
211(2)
14 Tourist Images: Marketing Considerations
213(26)
Gregory Ashworth
Brian Goodall
Competition in the Tourism Industry
213(3)
Images and Marketing
216(2)
The Marketing Dimension
218(1)
Marketing activity in the tourism industry
219(2)
Image Projection
221(2)
Image Transmission
223(4)
Marketing strategies
227(1)
Image Reception
228(3)
Consequences of Demand-Supply Image Mismatch
231(2)
The Way Forward
233(6)
Index 239
Multivolume collection by leading authors in the field
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