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Tourism marketing for small businesses

Author: Steven Pike
Publisher: Oxford : Goodfellow Publishers, Limited, [2018]
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This unique text focuses on the application of global marketing principles specifically for small tourism businesses around the world and provides the building block for effective and practical marketing plans.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Pike, Steven
Tourism Marketing for Small Businesses
Oxford : Goodfellow Publishers, Limited,c2018
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Steven Pike
ISBN: 9781911396369 1911396366
OCLC Number: 1023529509
Description: 1 online resource (vi, 241 pages)
Contents: Intro; _GoBack; 1 Introduction; A bridge between theory and practice; Tourism and the visitor industry; The challenge of differentiating tourism services; Small business; Marketing orientation; 2 Destination Marketing Organisations; Destination competitiveness; Destination marketing organisations; 3 Tourism Consumer Behaviour; Introduction; External influences on consumer behaviour; Internal influences on consumer-traveller behaviour; Needs and wants recognition; Purchase decision making; Travel/on-site experiences; Post trip reflections; 4 Tourism Marketing Planning; Introduction Situation analysis (Where are we now?)Developing objectives (Where do we want to go?); Tactics (How do we get there?); 5 Tourism Marketing Research; Introduction; Marketing decision problem; Formulating the marketing research question; Research design and data collection; Qualitative research methods; Quantitative research methods; Interpreting and presenting the findings; Limitations of marketing research; 6 Designing Tourism Services and Experiences; Service-dominant logic; The experience economy; Disruption; Creative thinking is harder than critical thinking; Innovative experience failures Designing memorable experiences7 Tourism Branding; Differentiation; Branding as a co-creative process; The brand positioning process; Branding consistency over time; The brand name; 8 Pricing Tourism Services; Value; Pricing; Pricing objectives and options; 9 Promoting Tourism Services to Consumers; The role of promotion; Setting the promotion budget; The marketing communication process; Advertising; 10 Digital and Social Media in Tourism; The digital media era; The rise in influence of social media in tourism; How travellers use digital and social media Opportunities to use digital and social media11 Tourism Public Relations and Publicity; Public relations (PR); Media publicity; The story angle; Media releases; The DMO's visiting media programme; Negative publicity; 12 Customer Relationship Management in Tourism; Customer loyalty; Loyalty rewards programmes; Repeat visitation to destinations; Stimulating word-of-mouth referrals; 13 Tourism Distribution; Distribution of tourism services; Commission; The power of travel trade intermediaries; The range of travel trade intermediaries; Promoting to travel intermediaries 14 Tourism Marketing Performance MeasurementMarketing performance indicators; Longer term residual value of promotions; Benchmarking current performance; Evaluating advertising; Evaluating public relations and publicity; Evaluating digital and social media; Monitoring visitor satisfaction; Measuring branding performance; I Index; _GoBack; _GoBack; _Hlk500482531; _GoBack; _GoBack; _GoBack; _GoBack; _GoBack; _GoBack; _GoBack; _GoBack; _GoBack
Responsibility: Steven Pike.

Abstract:

This unique text focuses on the application of global marketing principles specifically for small tourism businesses around the world and provides the building block for effective and practical  Read more...

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