Marketing in Leisure and Tourism - Print
Reaching New Heights
Dimensions: 11 × 8.5 × 1 in
Binding Type: Paperback
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 firstname.lastname@example.org.
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 an 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 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.
Section 1: Understanding Marketing in Leisure and Tourism
Chapter 1: Reaching New Heights— Integrating Marketing
Chapter 2: The Marketing of Leisure and TourismExperiences
Chapter 3: The Quality Service Foundation
Chapter 4: Enabling Marketing Action
Chapter 5: Understanding, Developing, and Applying Market Research
Section 2: Developing a Leisure Services and Tourism Marketing Strategy
Chapter 6: Developing the Strategy
Chapter 7: Target Market Approaches
Chapter 8: Brand Positioning and MarketingOutcomes
Section 3: Achieving Leisure and Tourism Organization Objectives Through Successful Promotional and Communication Plans
Chapter 9: Processing Operational Decisions
Chapter 10: Organization Offerings, Distribution, and Pricing
Chapter 11: Promotional Brand, Collateral Design, and Events
Chapter 12: Advertising, Public Relations, and Crisis Communication
Chapter 13: Relationships: Community, Sponsorships, and Stewardship
Chapter 14: Direct Marketing: Internal and External Sales
Appendix A: Market Research Resources
Appendix B: Brainstorming Cards and Charts