Marketing in Leisure and Tourism

Reaching New Heights
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Dimensions:8.5 x 11
Format: This is the PRINT format of this title Paperback
Author(s): Patricia Click Janes

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Marketing in Leisure and Tourism: Reaching New Heights was designed with student learning and faculty effectiveness in mind.

Students and colleagues have been involved in the entire text development process and provided critical feedback regarding everything from critiquing content, identifying supporting elements to aid in student learning, resources for faculty, and the design of the text’s layout.

The following provides a brief overview of text content and organization, student resources, and faculty support. Direct comments to the author are welcome by e-mail at

Section One: Understanding Marketing in Leisure and Tourism

Chapters 1 through 5 provide a foundation for understanding leisure and tourism marketing.

They include critical concepts about the experiences leisure and tourism organizations provide and how they provide them.

Effective marketing is built from organization’s development of high-quality leisure and tourism experiences.

In this effort, organizations must utilize information to create the most effective system.

In addition to chapters about leisure and tourism experiences, quality and research, this section introduces the concepts of marketing and the author’s thoughts regarding a system for successful integration in any leisure and tourism organization.

Section Two: Developing a Leisure and Tourism Marketing Strategy

The concepts in chapters 6 through 8 are vital to successful marketing.

They introduce the process for successful integration of marketing concepts by providing an applied system designed to uncover critical information for effective decision making.

These chapters highlight concepts related to developing a marketing strategy for supporting an organization’s mission and goals.

They also provide a process for identifying beneficial information to create to a solid strategy because “anyone can spend a marketing budget but not everyone will be successful.”

Section Three: Achieving Leisure and Tourism Organizational Objectives Through Successful Promotional and Operational Communication Plans

Chapters 9 through 14 address critical issues regarding leisure and tourism organizations’ ability to successfully achieve marketing objectives.

These chapters are placed within the tactical section of the book to address issues related to promotional and communication mix elements.

Once an organization determines its strategy, an effective tactical plan to reach the marketing objectives must be determined.

In these chapters, readers are introduced to a process for identifying all the potential tools available for reaching consumers with meaningful messages in effective ways.

Table of Contents: 

About the Author(s)

Patricia Click Janes

Patty Janes is a Professor in the Department of Hospitality and Tourism Management (HTM) at Grand Valley State University (GVSU).

She joined GVSU in 2012 from Central Michigan University where she was a Professor in the Recreation Parks and Leisure Services Administration Department for 21 years.

She has taught over 18 different courses in hospitality, tourism and recreation. However, her primary teaching areas include marketing and research.

Patty has worked professionally for various HTM organizations, her greatest tenure with the Marriott Corporation where her career path included event and restaurant management, marketing and sales management and training.

Although in a full-time academic career, she continues her work within the HTM industry through consulting projects with various nonprofit and for-profit HTM organizations such as the community of Grand Haven, Oakland County Parks and Recreation, Binder Park Zoo, Shepler's Mackinac Island Ferry, Make-A-Wish Michigan, the National Cherry Festival and the Michigan Department of Natural Resources.

Her writing and research has focused on developing effective marketing strategies, training practices, event evaluation, and quality of work life issues.

In 2006, Dr. Janes published her first book titled, “Marketing in Leisure and Tourism: Reaching New Heights”.  She has also conducted over 30 professional presentations, and published 15 articles/book chapters since 2000. 

Service is central to Patty’s experience having served and now serving on various state and national boards and seeing to fruition the development of a 100% volunteer program bringing tourism professionals and organizations together to enhance historic attractions in Michigan.

Since 2013 Patty has led the effort for over 1300 tourism industry volunteers to volunteer at multiple historic attractions in Michigan, saving these sites in excess of $500K in labor and supplies in a non-profit organization, Michigan Cares for Tourism. 

Patty holds both an undergraduate and graduate degree from Central Michigan University.

Her Ph.D. from Michigan State University is in Parks, Recreation and Tourism Resources with an emphasis in Labor Relations.