Tourism marketing : in the age of the consumer /: in the age of the consumer. (2022)

• Record Type: Book
• Further Information: Note: Alastair M. Morrison.
• Authors: Morrison, Alastair M
• Contents: Preface PART I: THE CONSUMER 1. The consumer is first in tourism marketing 2. Consumer behaviour in tourism 3. Market and marketing research 4. Customer relationship management 5. Consumer use of social media PART II: THE STRATEGY 6. Social responsibility and ethical tourism 7. Market segmentation 8. Positioning, image and branding 9. Marketing plan and marketing mix PART III: THE IMPLEMENTATION 10. Marketing communications 11. Technology and e-marketing 12. Tourism distribution channels PART IV: THE TOURISM PRODUCT 13. Product development and innovation 14. Events and their development and marketing 15. Regional development, marketing and partnerships Part V: THE EVALUATION OF TOURISM MARKETING 16. Marketing performance measurement Glossary Index
• Edition: 1st
• Publisher Details: London : Routledge
• Publication Date: 2022
• Extent: 1 online resource, illustrations (colour)
• Subjects: 338.4791; Tourism -- Marketing
• Languages: English
• ISBNs: 9781317929659
• Related ISBNs: 9781317929666; 9781315856094
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.