I Understanding Marketing in the Tourism and Hospitality Industry
1 Tourism and Hospitality Marketing Principles
2 Characteristics of Tourism and Hospitality Marketing
II Understanding the Tourism and Hospitality Market
3 Tourism and Hospitality Consumer Behaviour
4 Tourism and Hospitality Marketing Research
III Designing the Tourism and Hospitality Marketing Strategy
5 Tourism and Hospitality Marketing Planning
6 The Tourism and Hospitality Marketing Environment
7 Market Segmentation, Targeting, and Positioning IV Implementing the Tourism and Hospitality Marketing Mix
8 Tourism and Hospitality Products, Branding, and Pricing
9 Tourism Distribution
10 Promoting and Advertising Tourism and Hospitality Products 11 Designing the Tourism and Hospitality Promotions Mix
12 Digital Marketing in Tourism and Hospitality
V Understanding Tourism and Hospitality Marketing Issues
13 Quality Service Experiences Through Internal and Relationship Marketing 14 Marketing Tourism Destinations
About the Author: Richard George is a senior lecturer at ICON College of Technology & Management/Falmouth University in the UK. He was formerly Associate Professor of Marketing at the University of Cape Town (UCT) and Director of the Tourism Research Unit at UCT. His research interests include safety and security issues and consumer behaviour in the travel and tourism industry. He holds a PhD in Marketing from UCT, South Africa.