Higher Education

Marketing And Selling The Travel Product, 2nd Edition

  • James F. Burke California State Polytechnic University
  • Barry Resnick Rancho Santiago Community College
  • ISBN-10: 0827376480  |  ISBN-13: 9780827376489
  • 324 Pages
  • Previous Editions: 1991
  • © 2000 | Published
  • College Bookstore Wholesale Price = $206.25



This introductory textbook offers students a first view of the exciting 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 students with meaningful real-world examples. Exams, discussion questions, exercises, and case examples help students integrate what they have learned. This first glimpse of the exciting world of travel and tourism will leave students wanting to learn more.

Additional Product Information

Features and Benefits

  • gives a real-world perspective with professional and marketing profiles from leading companies
  • covers the marketing cycle as well as specific related topics such as service distribution networks, service quality, and salesmanship
  • exams, discussion questions, and exercises help readers monitor their progress
  • focuses on both tourism and travel to provide readers with a balanced perspective

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.

Meet the Author

Author Bio

James F. Burke

James F. Burke is a Ph.D. Professor for Ryerson Polytechnic University. He has been in many organizations, such as, Being the President of International Society of Travel and Tourism Educators (ISTTE), as well as, recipient of ISTTE Lifetime Achievement Award, Tourism Research Association, and Trustee National Tourism Foundation.