ABSTRACT

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.

part Part 1|92 pages

Part 1

chapter Chapter 2|26 pages

Communications Theory and Applications

chapter Chapter 3|32 pages

The Marketing Communications Environment

chapter Chapter 4|32 pages

Consumer Roles in Marketing Communications

part Part 2|94 pages

Part 2

chapter Chapter 5|30 pages

Marketing Communications and Organisational Strategy

chapter Chapter 6|34 pages

Segmentation, Targeting and Positioning

chapter Chapter 7|28 pages

Marketing Communications Planning

part Part 3|90 pages

Part 3

chapter Chapter 8|30 pages

Advertising Strategies for Tourism and Hospitality

chapter Chapter 9|22 pages

Other Communications Strategies

chapter Chapter 10|24 pages

Interactive and E-communications Issues and Strategies