Marketing communications in tourism and hospitality concepts, strategies and cases /

• Main Author: McCabe, Scott.
• Format: Electronic
• Language: English
• Published: Amsterdam ; Boston : Elsevier/Butterworth-Heinemann, 2009.
• Edition: 1st ed.
• Series: Hospitality, leisure, and tourism series.
• Subjects: Hospitality industry > Marketing.; Tourism > Marketing.; Communication in marketing.; Hospitality industry > Cases. > Marketing; Tourism > Cases. > Marketing; Communication in marketing > Cases.; TRAVEL > Museums, Tours, Points of Interest.; TRAVEL > Hikes & Walks.; TRAVEL > Budget.; TRAVEL > Ecotourism. > Special Interest; TRAVEL > Parks & Campgrounds.; TRAVEL > Reference.; TRAVEL > Road Travel.; TRAVEL > Adventure. > Special Interest; Gastgewerbe.; Marketing.; Tourismus.; Electronic books.
• Online Access: ebrary; ScienceDirect; View fulltext via EzAccess

The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies. How can marketing commun...

Table of Contents:

• Positioning marketing communications for tourism and hospitality
• Communications theory and applications
• The marketing communications environment
• Consumer roles in marketing communications
• Marketing communications and organisational strategy
• Segmentation, targeting and positioning
• Marketing communications planning
• Advertising strategies for tourism and hospitality
• Other communications strategies
• Interactive and E-communications issues and strategies
• Conclusions and future issues in marketing communications.