Professional

Hospitality and Travel Marketing, 4th Edition

  • Alastair M. Morrison Purdue University
  • ISBN-10: 1418016551  |  ISBN-13: 9781418016555
  • 624 Pages
  • Previous Editions: 2002, 1996, 1989
  • © 2010 | Published
  • List Price = $ 260.95
  • For quantity discounts, Contact your Representative
  • For single copy purchases, visit CengageBrain.com

About

Overview

Global orientation, and whole-industry coverage of hospitality and tourism set this book apart. This systematic approach to hospitality and travel marketing is written in a user-friendly style. Readers will benefit from the practical nature, and excellent use of relevant and up-to-date cases. Global experience in the industry is emphasized through content on destination marketing and others parts of tourism, along with case examples from around the world. The content draws upon the authors’ experience in the hospitality and travel marketing industry, as well as teaching experience from around the globe including the USA, Canada, Europe, Asia, and Australia. Hospitality and Travel Marketing reflects all of the latest trends in the field, including Internet marketing and e-commerce, loyalty marketing, brand extension marketing, and destination branding.

Additional Product Information

Features and Benefits

  • Provides readers with a systematic approach to marketing summarized in the PRICE model that can be applied in all sectors of hospitality and tourism
  • Morrison's 8 Ps have gained universal acceptance by practitioners worldwide in tourism and hospitality, as a valid and practical extension of McCarthy's 4P marketing mix model
  • Every chapter has a short sidebar feature discussing an application of technology related to the chapter content
  • Interesting tidbits of information contained on �Did You Know� features relates to marketing, and hospitality and travel customers
  • Web site links to all the organizations discussed in the chapter, and to other useful web sites are located at the end of each chapter
  • A systematic and practical approach to developing a marketing plan for a hospitality and tourism organization

Table of Contents

Chapter 1: Intro to Marketing.
Chapter 2: Marketing Hospitality and Travel Services.
Chapter 3: The Hospitality and Travel Marketing System.
Chapter 4: Customer Behavior.
Chapter 5: analyzing Marketing Opportunities.
Chapter 6: Marketing research.
Chapter 7: Marketing Strategy: Market Segmentation and Trends.
Chapter 8: Strategies, Positioning, and Marketing Objectives.
Chapter 9: The Marketing Plan and the 8 P''s.
Chapter 10: Product Development and Partnership.
Chapter 11: People: Services and Service Quality.
Chapter 12: Packaging and Programming.
Chapter 13: The Distribution Mix and the Travel Trade.
Chapter 14: Communications and th Promotional Mix.
Chapter 15: Advertising.
Chapter 16: Sales Promotion and Merchandising.
Chapter 17: Personal Selling and Sales Management.
Chapter 18: Public Relations and Publicity.
Chapter 19: Pricing.

What's New

  • Global Perspective: The Bigger Picture feature provides case examples from hospitality and tourism organizations outside of the USA
  • New material has been added on international cases and examples, and on interactive/Internet marketing

Meet the Author

Author Bio

Alastair M. Morrison

Professor Morrison is a Distinguished Professor Emeritus specializing in the area of tourism and hospitality marketing in the Department of Hospitality and Tourism Management at Purdue University, West Lafayette, Indiana, USA and the CEO of Belle Tourism International Consulting (Shanghai), Ltd. (BTI). In addition to having lived and worked in five different countries, Professor Morrison has had a wide variety of experience in the global tourism industry. Most recently he has provided marketing and development advice in over 30 different countries. Since 2000, he has completed more than 30 individual destination marketing and planning projects in China, including as the Team Leader for the Strategic Marketing Plan for Jiangsu Province and the Marketing Strategies for Ningbo and Shaoxing on behalf of the World Bank.