Marketing For Tourism And Hospitality - Fyall Alan; Legohérel Patrick; Frochot Isabelle; Wang Youcheng | Libro Routledge 03/2019 - HOEPLI.it


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fyall alan; legohérel patrick; frochot isabelle; wang youcheng - marketing for tourism and hospitality

Marketing for Tourism and Hospitality Collaboration, Technology and Experiences

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Dettagli

Genere:Libro
Lingua: Inglese
Editore:

Routledge

Pubblicazione: 03/2019
Edizione: 1° edizione





Note Editore

The marketing landscape has changed dramatically in recent years, especially for tourism and hospitality practitioners. Marketing for these industries is now a multi-dimensional, collaborative venture driven by technological change and the growing demand for authentic co-created experiences. Marketing for Tourism and Hospitality provides students with a contemporary, accessible and useful resource as they prepare to encounter the complexities and challenges of tourism and hospitality marketing globally. A clear articulation of the changing landscape, a comprehensive introduction to the three underpinning themes of collaboration, technology and experiences, and a plentiful supply of international case material provide students with an enjoyable and digestible resource that is both academically rigorous and practice-oriented, helping them prepare for day-to-day problems in the dynamic world of marketing. This contemporary, challenging and highly applied text is an indispensable resource for all students of tourism and hospitality degree programmes.




Sommario

Chapter 1 Revisiting Traditional Approaches to the Marketing of Tourism and Hospitality Alan Fyall and Kenneth Deptula Chapter 2 The Need for Change: The Dynamics of the Global Tourism and Hospitality Industry Alan Fyall Chapter 3 Collaboration, Technology and Experiences: Drivers for Change in the Marketing of Tourism and Hospitality Alan Fyall and Kenneth Deptula Chapter 4 Collaboration Marketing: Partnerships, Networks and Relationships Alan Fyall and Kenneth Deptula Chapter 5 Technology and Marketing: Social Media and Beyond Youcheng Wang Chapter 6 Experiential Marketing: A Question of Co-Creation Isabelle Frochot Chapter 7 New Trends in Tourism and Hospitality Consumption Isabelle Frochot Chapter 8 Services Characteristics and Processes Isabelle Frochot Chapter 9 Looking Beyond Quality Isabelle Frochot Chapter 10 Delving Deep into the Experience Isabelle Frochot Chapter 11 Consumer Intelligence Searching: Emerging Tools, Methodologies, and Techniques Isabelle Frochot Chapter 12 Marketing Strategy Patrick Legohérel Chapter 13 Market Segmentation, Targeting and Positioning Patrick Legohérel Chapter 14 International Marketing Strategy Patrick Legohérel Chapter 15 Marketing Destinations Youcheng Wang Chapter 16 Innovation and New Tourism and Hospitality Products, Services and Experiences Patrick Legohérel Chapter 17 Pricing and Revenue Management Patrick Legohérel Chapter 18 Image and Branding Youcheng Wang Chapter 19 Customer Relationship Management: Loyalty and Social Networks Patrick Legohérel Chapter 20 Channels of Distribution Youcheng Wang Chapter 21 Media, Public Relations and Marketing Communications Youcheng Wang Chapter 22 The Future of Tourism and Hospitality Marketing Alan Fyall




Autore

Alan Fyall is Orange County Endowed Professor of Tourism Marketing and Graduate Programs’ Director at the Rosen College of Hospitality Management, University of Central Florida, USA. Patrick Legohérel is Professor at the School of Hotel and Tourism Management (ESTHUA), University of Angers, France, where he teaches tourist behaviour, marketing strategy, pricing and revenue management in hospitality and tourism, international marketing. Isabelle Frochot is a senior lecturer at the University of Savoie, France, where she teaches tourist behaviour, experiential tourism, branding and international tourism. Youcheng Wang is William C. Peeper Preeminent Professor in Destination Marketing and Dean of the Rosen College of Hospitality Management, University of Central Florida, USA.







Altre Informazioni

ISBN:

9781138121294

Condizione: Nuovo
Dimensioni: 9.75 x 7.5 in
Formato: Brossura
Illustration Notes:106 color images, 17 color tables, 67 color halftones and 39 color line drawings
Pagine Arabe: 594
Pagine Romane: xxvi






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