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|Additional Physical Format:||Online version:
Richardson, John I. (John Ivor), 1931-
Marketing Australian travel and tourism.
Melbourne : Hospitality Press, 1996
|All Authors / Contributors:||
John I Richardson
|Description:||xi, 377 pages ; 25 cm|
|Contents:||Part 1 Understanding the basics: the nature of travel and tourism marketing; further essential concepts. Part 2 Expoliting the competitive elements: the nature and effects of competition; cost advantage and pricing; product differentiation; segmentation and target marketing. Part 3 Working the system: distribution channels in travel and tourism; computerised systems; gathering information for marketing. Part 4 Using the tools of the trade: image, customer service and quality control; the promotional mix; planning. Part 5 Marketing by destination marketing organisations: missions and issues; the Commonwealth agencies; state and territory tourism organisations; conventional bureaus; tourism regions. Part 6 Marketing as it is practised in the private sector: travel companies; travel services companies; hospitality companies; attractions companies; convention and incentive companies; small businesses.|
|Responsibility:||by John I. Richardson.|