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Author: Susan Horner
Publisher: Routledge
ISBN: 1136387854
Category : Business & Economics
Languages : en
Pages : 426
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Book Description
Divided into nine parts, Leisure Marketing: a global perspective guides the reader through leisure and marketing concepts, the marketing mix, key issues in different sectors, topical issues (such as globalisation, marketing research and ethics, for example branding and environmental issues), and the future of leisure marketing. A section of the book is devoted entirely to international case studies, which illustrate and highlight key themes and issues raised throughout in order to facilitate learning. Example of international cases used are: Disneyland Resort, Paris: The Marketing Mix Manchester United Football Club: Marketing the Brand The Growth of the Online Retail Travel Market Hilton Head Island, USA: The Leisure Island for Golf and Leisure Shopping Health, Leisure and Tourism Marketing including Spa Hotels, Health Clubs and lake Resorts. This book combines real world experience with a solid theoretical framework. It is essential reading for anyone studying, teaching or working in marketing in the leisure industry.
Author: Patricia Click Janes
Publisher: Venture Publishing (PA)
ISBN: 9781892132659
Category : Leisure industry
Languages : en
Pages : 0
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Book Description
"Welcome to the roller-coaster world of marketing decision making. There are many things to consider, many issues to face, and this book will show how this process can be less frightening and risky than a roller-coaster ride, yet feature all the thrills and enjoyment associated with it. The first chapter highlights the reasons why some leisure service agencies have not integrated marketing effectively. Further, it suggests reasons how marketing has evolved and why it is beneficial to adopt strategic marketing practices. The issues of barriers to effective marketing, strategies, and benefits are covered, as well as components of leisure service agency marketing. Foundational issues related to effective leisure service agency marketing are clarified in Chapter 2, including leisure service philosophy and its relationship to the quality of people's lives. Chapter 3 is designed to introduce a formal process for applying each of these components in a leisure service agency: funding, evaluating, and enabling marketing action through planning. Further, it addresses issues of particular concern to leisure agencies, including funding marketing efforts and measuring the impacts of these marketing decisions. Chapter 4 addresses the premise that all activities are driven by quality service standards. Quality service involves every aspect of an agency from the products, services, and the experiences it provides, to the standards (e.g., cleanliness, hiring) and processes it creates (e.g., policies/procedures). Chapter 5 discusses research as the heart of effective marketing. Research is needed throughout the marketing process and provides assistance to each phase. Research addresses issues related to understanding demographic and leisure trends; needs of targeted markets; satisfaction of employees, volunteers, and customers; and questions like whether that $10,000 per month billboard is worth the investment. Chapters 6 through 8 are dedicated to developing skills in strategic analysis. Anyone can spend a marketing budget but not everyone can be successful at it. Therefore the key to effective decisions is analyzing and developing a strategy that is based on sound principles and evidence. Targeted markets can be developed through understanding current systems, issues, and future plans. In Chapter 7, the process for target market creation is outlined identifying techniques for selecting appropriate markets. Once determined, agencies can develop a formal strategy for marketing. Chapter 8 highlights ways in which an agency can position themselves and develop or enhance the brand image. It is in this chapter that an agency learns to develop specific target market objectives, and from these objectives, communication decisions will be based. Finally, determining communication decisions is often thought of as the most creative part of marketing decision making. Decisions that are first made in this phase relate to product, service, program, facility, distribution, and pricing considerations. Next, brand image and promotion decisions are made, followed by the various tools used to communicate with the targeted audiences -- public and community relations, advertising, sponsorship, stewardship, selling, and internal marketing. In Chapters 9-14, techniques for effective use of each decision and tool are shared, which will help agencies make successful decisions to achieve target market objectives. This book is supported by an impressive array of online instructor materials including: sample syllabi PowerPoint slides test bank sample marketing plans audio chapter reviews related articles photographs discussion board and more!" -- Publisher.
Author: Nigel Morgan
Publisher: Routledge
ISBN: 1136430555
Category : Business & Economics
Languages : en
Pages : 374
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Book Description
'Advertising in Leisure and Tourism' brings together the current thinking in this area, via extensive international case studies, to provide a critical appraisal of the potential of advertising in leisure and tourism. Arranged in three parts, the book introduces the role of advertising, evaluating its relationship within other aspects of tourism and leisure marketing; the techniques used: advertising a range of products to key market segments; and new strategic directions in advertising. It focuses on the new destination marketing strategy of branding and assesses the relationship between advertising and other increasing important areas of promotion, including sponsorship, ambient marketing and sales promotion. Advertising and marketing professionals in the leisure industries and undergraduates on marketing-related modules in tourism, leisure and hospitality courses will find this an invaluable text. Since the case studies are drawn from an international field, readers will be able to assess best practice from a variety of sources and countries. Dr Nigel Morgan is Principal Lecturer in Hospitality, Leisure and Tourism and Annette Pritchard is Senior Lecturer at School of Leisure and Tourism, at the University of Wales Institute, Cardiff.
Author: Susan Horner
Publisher: Routledge
ISBN: 1136387854
Category : Business & Economics
Languages : en
Pages : 426
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Book Description
Divided into nine parts, Leisure Marketing: a global perspective guides the reader through leisure and marketing concepts, the marketing mix, key issues in different sectors, topical issues (such as globalisation, marketing research and ethics, for example branding and environmental issues), and the future of leisure marketing. A section of the book is devoted entirely to international case studies, which illustrate and highlight key themes and issues raised throughout in order to facilitate learning. Example of international cases used are: Disneyland Resort, Paris: The Marketing Mix Manchester United Football Club: Marketing the Brand The Growth of the Online Retail Travel Market Hilton Head Island, USA: The Leisure Island for Golf and Leisure Shopping Health, Leisure and Tourism Marketing including Spa Hotels, Health Clubs and lake Resorts. This book combines real world experience with a solid theoretical framework. It is essential reading for anyone studying, teaching or working in marketing in the leisure industry.
Author: Michael Morgan
Publisher: Channel View Publications
ISBN: 184541148X
Category : Business & Economics
Languages : en
Pages : 260
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Book Description
People do not buy products or even services; they purchase the total experience that the product or service provides. This book brings together established and emerging international scholars to provide systematic reviews and illustrative cases drawn from tourism, leisure, hospitality, sport and event contexts. The book provides a useful framework for focusing the goals and associated methodologies of future research efforts and for implementing the results of these efforts.
Author: Susan Horner
Publisher: Arden Shakespeare
ISBN:
Category : Business & Economics
Languages : en
Pages : 736
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Book Description
This text looks at marketing from a European perspective. In addition to case studies, it considers differences in consumer behaviour between European countries. The text is supported by student exercises and adopts a student-centered learning approach.
Author: Edward J. Mayo
Publisher:
ISBN:
Category : Travel
Languages : en
Pages : 314
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Book Description
Author: Arch G. Woodside
Publisher: CABI
ISBN: 9780851998961
Category : Business & Economics
Languages : en
Pages : 370
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Book Description
This book is based on papers given at the 2nd Symposium on Consumer Psychology of Tourism, Hospitality and Leisure (CPTHL) in Vienna in July 2000. The Symposium comprised papers reflecting the progress in consumer psychology theory and research. The Vienna Symposium put special emphasis on consumer decision making for evaluating choice alternatives in tourism, leisure, and hospitality operations. The reports have been arranged into five major compartments.
Author: Gregory John Ashworth
Publisher: Routledge
ISBN: 0415814685
Category : Business & Economics
Languages : en
Pages : 314
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Book Description
Tourism is well established as an important part of the new service economy, and the rewards it offers have stimulated intense competition in the tourism industry. Many destinations compete to attract potential tourists, each place having to work hard to distinguish itself from rivals offering similar or alternative attractions. This book explores how destinations invest increasing amounts of time and money into developing and promoting their 'products'. The contributors, from both academic institutes and the tourism industry, provide a multidisciplinary and professional analysis of what can be done to sell tourism places. Using both theoretical and empirical approaches, they give examples from different areas of the industry and evaluate different strategies a destination can adopt for maintaining and increasing its market share. All the contributors emphasize that selling tourism places must be a dynamic activity in which the place products are constantly monitored, so that they can be revitalized, repositioned, or renewed in the market context. A follow up to Marketing in the Tourism Industry, also edited by Gregory Ashworth and Brian Goodall, this book will be of particular interest to students of marketing and geography, and to students on tourism courses, as well as to professionals in the industry.
Author: William C. Gartner
Publisher: CABI
ISBN: 9780851997131
Category : Travel
Languages : en
Pages : 484
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Book Description
This book focuses on the issues and trends in outdoor, 'nature-based' recreation, leisure and tourism and explores the implications for public policy, planning, management and marketing. It is intended as supplementary reading for advanced students and is a useful reference tool.
Author: Alastair M. Morrison
Publisher: Taylor & Francis
ISBN: 1000876160
Category : Business & Economics
Languages : en
Pages : 898
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Book Description
Marketing and Managing Tourism Destinations is a comprehensive and integrated introductory textbook covering destination management and marketing in one volume. It focuses on how destination management is planned, implemented, and evaluated as well as the management and operations of destination management organizations (DMOs), how they conduct business, major opportunities, and challenges and issues they face to compete for the global leisure and business travel markets. Much has changed since the publication of the second edition of this book in 2018. The COVID-19 pandemic was unpredictable at the time and has caused havoc for destinations and DMOs. The third edition includes many materials about the COVID-19 impacts and recovery from the pandemic. This third edition has been updated to include: four new chapters (Chapter 2—“Destination Sustainability and Social Responsibility”; Chapter 3—“Quality of Life and Well-Being of Destination Residents”; Chapter 11—“Destination Crisis Management”; and Chapter 20—“Destination Management Performance Measurement and Management”) new and updated international case examples to show the practical realities and approaches to managing different destinations around the world coverage of contemporary topics including, for example, COVID-19, social responsibility, metaverse, mixed reality, virtual meetings, teleworking, digital nomads, viral marketing, blended travel, regenerative tourism, meaningful travel, and several others a significantly improved illustration program keyword lists It is illustrated in full color and packed with features to encourage reflection on main themes, spur critical thinking, and show theory in practice. Written by an author with many years of industry practice, university teaching, and professional training experience, this book is the essential guide to the subject for tourism, hospitality, and events students and industry practitioners alike.
