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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: Nigel Morgan
Publisher: Routledge
ISBN: 1136430555
Category : Business & Economics
Languages : en
Pages : 374
Get Book Here
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: 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: Klaus Weiermair
Publisher: Psychology Press
ISBN: 9780789021038
Category : Business & Economics
Languages : en
Pages : 396
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Book Description
An essential read for all leisure and tourism experts, this educational book analyzes and explains demographics, global supply and demand, globalization, intercultural behavior and mobility to help you forecast future consumer needs.
Author: Jillian Rickly
Publisher: Routledge
ISBN: 1317415817
Category : Business & Economics
Languages : en
Pages : 422
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Book Description
This book reframes tourism, as well as leisure, within mobilities studies to challenge the limitations that dichotomous understandings of home/away, work/leisure, and host/guest bring. A mobilities approach to tourism and leisure encourages us to think beyond the mobilities of tourists to ways in which tourism and leisure experiences bring other mobilities into sync, or disorder, and as a result re-conceptualizes social theory. The proposed anthology stretches across academic disciplines and fields of study to illustrate the advantages of multi-disciplinary conversation and, in so doing, it challenges how we approach studies of movement-based phenomena and the concept of scale. Part One examines the ways in which mobility informs and is informed by leisure, from everyday practices to leisure-inspired mobile lifestyles. Part Two investigates individuals and communities that become entrepreneurial in the face of changing tourism contexts and reflects on the performance of work through multiple mobilities. Part Three turns to issues of development, with attention to the cultural politics that frame development encounters in the context of tourism. The varied ways that people move into and out of development projects is mediated by geopolitical discourses hat can both challenge and perpetuate geographic imaginations of tourism destinations.
Author: Arthur D. Little, Inc
Publisher:
ISBN:
Category : Outdoor recreation
Languages : en
Pages : 316
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Book Description
Author: Cara Aitchison
Publisher: Routledge
ISBN: 1134688660
Category : Science
Languages : en
Pages : 208
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Book Description
Increasingly significant as mediators of spatial identity and meaning, leisure, tourism, culture and heritage are only now beginning to be located within the rapidly evolving discourses of poststructuralist geographies. Exploring the influence of leisure and tourism on the production, representation and consumption of landscape, the first half of this important book focuses on different ways of ‘seeing’ or representing landscape, whereas the second half examines different forms of productive consumption in leisure and tourism. Both symbolic and material spaces of leisure and tourism are also examined in relation to urban and rural landscapes, heritage landscapes, gendered landscapes, and landscapes of sexuality and desire. With a multidisciplinary approach and a strong theoretical content which builds on poststructuralist theories, this is undoubtedly an important addition to literature in the field.
Author: Nigel Morgan
Publisher: Routledge
ISBN: 1136430563
Category : Business & Economics
Languages : en
Pages : 373
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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: 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: Scott McCabe
Publisher: Routledge
ISBN: 113643741X
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies. How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company’s competitive edge? Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Using contemporary case studies such as South African Tourism, Travelocity and Virgin Trains, it explains and critiques the practice and theory in relation to this industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context. This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area.
Author: Richard K. Popp
Publisher: LSU Press
ISBN: 0807142875
Category : Business & Economics
Languages : en
Pages : 311
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Book Description
In mid-twentieth-century America, mass tourism became emblematic of the expanding horizons associated with an affluent, industrial society. Nowhere was the image of leisurely travel more visible than in the parade of glossy articles and advertisements that beckoned readers from the pages of popular magazines. In Richard K. Popp's The Holiday Makers, the magazine industry serves as a window into postwar media and consumer society, showing how the dynamics of market research and commercial print culture helped shape ideas about place, mobility, and leisure. Magazine publishers saw travel content as a way to connect audiences to a booming ad sector, while middlebrow editors believed sightseeing travel was a means of fostering a classless society at home and harmony abroad. Expanding transportation networks and free time lay at the heart of this idealized vision. Holiday magazine heralded nothing less than the dawn of a new era, calling it "the age of Mobile Man -- Man gifted, for the first time in history, with leisure and the means to enjoy distance on a global scale." For their part, advertisers understood that selling tourism meant turning "dreams into action," as ad executive David Ogilvy put it. Doing so involved everything from countering ugly stereotypes to tapping into desires for "authentic" places and self-actualization. Though tourism was publicly touted in egalitarian terms, publishers and advertisers privately came to see it as an easy way to segment the elite free spenders from the penny-pinching masses. Just as importantly, marketers identified correlations between an interest in travel and other consumer behavior. Ultimately, Popp contends, the selling of tourism in postwar America played an early, integral role in the shift toward lifestyle marketing, an experiential service economy, and contributed to escalating levels of social inequality.
