Advertising creativity and design in the tourism and leisure industry

Author: [UK] Morgan, [UK] Prichard, translated by Chen Yining et al.
Publisher:
Publish Date: 2003-11-01
Features: In a world driven by marketing and media, any organization involved in leisure tourism—whether it's a local art center, sports club, small inn, or a large theme park, airline, or cruise company—cannot afford to overlook the crucial role of advertising and its creative aspects. This book compiles the latest ideas in this field, featuring comprehensive case studies on a wide range of topics. It provides a balanced evaluation of the role of advertising in the tourism and leisure industry and offers easy-to-understand, actionable guidance. The book not only addresses strategic issues for large businesses—such as national travel agencies and multinational hotel groups—but also includes many creative approaches and methods discussed in the chapters that can be adopted by small agencies. This helps them seek competitive advantages and enhance the value of limited resources through advertising.
Target Audience: This book serves as an important reference for advertising and marketing professionals in the tourism and leisure industry, as well as a textbook for students majoring in tourism, leisure, and hospitality who are taking marketing-related courses.