Marketing for Tourism, 4th Ed.

Marketing for Tourism
4th Edition

By J Christopher Holloway
Prentice Hall / Financial Times
August 2004
ISBN: 0273682296
528 Pages, Illustrated, 7 ˝" x 9 ž"
$75.00 Paper Original

The fourth edition of Marketing for Tourism provides an introduction to the general theory of marketing and its application in the various sectors of the travel and tourism industry. This leading text has been fully revised and updated to take account of recent changes within this dynamic and fast-moving sector.

A number of in-depth case studies compliment a strong pedagogical structure throughout the book, including learning objectives, illustrations, examples, end-of-chapter questions and issues for discussion. Clearly laid out and accessibly written, the book is ideal for students taking modules on Marketing for Tourism within undergraduate degrees in Tourism, Marketing and Business Studies. It is also suitable for postgraduate, professional and conversion courses in Tourism.

Features
Comprehensive coverage of marketing within travel and tourism industry
Even balance of theory and practice with up-to-date examples
Bank of in-depth case studies at the end of the book
Clearly-written with regular pedagogical features to aid the learning process

Contents
Part I Laying the groundwork
1. The marketing perspective
2. Marketing planning
3. Marketing research and its applications in tourism
4. The tourist market
5. Tourism product policy
6. Pricing the product

Part II Reaching the customer
7. Marketing communications and ICT applications
8. Distributing travel and tourism
9. The sales function
10. Tourism advertising
11. The travel brochure
12. Sales promotion for travel and tourism
13. Direct marketing: theory and practice
14. Public relations and its uses in the tourism industry
15. Marketing control

Part III Case studies
1. An integrated marketing campaign to extend Travelocity's member base
2. Small business survival in the wake of September 11th: the case of Trips worldwide
3. Marketing a specialist product: the holiday homes rental market in Norway
4. Restructuring an airline: the fall and rise of Adria Airways
5. Leeds Castle: reappraising marketing strategy to maximise opportunities
6. Marketing the concept of a destination: the launch of Destination Wessex
7. The use of personalities to support a campaign for recovery: Yorkshire Tourist Board
8. Piran: establishing a sustainable 'gem city'
9. Repositioning a hospitaltity product: The Cross at Kingussie, Scotland
10. Branding a tourist attraction: Middleton: the National Botanic Garden of Wales
11. Marketing little-known destinations: the island of Saaremaa, Estonia
12. The small museum and its struggle to survive: the Museum of Bath at Work
13. The past, present and future of a popular tourist destination: the Costa del Sol

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