Tourism Marketing

Author: Johnson
Publisher:
Publish Date: 2004-05-01
Features: With the shift of mainstream business activities in Australia from manufacturing and industry to the service sector, the marketing of tourism has become increasingly important. Many view the tourism industry as being intelligence-driven, as the purchase behavior of tourism products or services requires consumers to evaluate them mentally first. The marketing of the travel and tourism industry differs from other industries because the products of other industries are tangible, visible, touchable, or scannable, whereas the employees of the tourism industry sell "an opportunity to enjoy a holiday" or "a dream to be realized." It is a customer-centric industry that requires every employee to possess strong interpersonal skills. This book is intended for students or practitioners who wish to acquire foundational knowledge and skills in product or service marketing in complex markets. To market in complex market environments, relevant personnel must understand the complex needs of customers and the ever-changing market, must know how to obtain information in these areas, and must understand how to apply this information to the company's marketing planning, implementation, and management. This book introduces the foundational knowledge and skills for product or service marketing in complex tourism market environments, as well as the latest industry trends and marketing tools. The content covers: the distinction between marketing and sales, tourism market research on market changes, promoting tourism products through various media, effective communication with the public and business partners, the development and packaging of tourism products, and the planning and implementation of advertising and promotional activities, among others. Under the guidance of this book, relevant personnel can effectively apply the aforementioned knowledge and skills to the marketing planning, implementation, and management of tourism enterprises by understanding the complex needs of customers and the ever-changing market.