This comprehensive book offers readers a first view of the dynamic world of travel and tourism. Its unique approach covers the marketing cycle as well as dedicated chapters on such topics as consumer profiles, sales distribution network, service quality, and salesmanship. Close-ups of professionals working in the field, as well as marketing profiles of leading companies, provide meaningful real-world examples. Useful as a professional reference guide, this new book includes all you need to know about the exciting world of travel and tourism.
Table of Contents
Chapter 1: Marketing and Sales. Chapter 2: Analyzing the Travel Product. Chapter 3: Selecting Target Markets. Chapter 4: Positioning the Product. Chapter 5: Creating Marketing Strategies. Chapter 6: Implementing the Marketing Program. Chapter 7: Identifying the Seller. Chapter 8: Identifying the Traveler''s Needs. Chapter 9: Evaluating the Travel Product. Chapter 10: Setting Up the Sale. Chapter 11: Personal Selling. Chapter 12: Satisfying the Customer. Appendix. Glossary.