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Marketing Communications in Tourism and Hospitality
By: Carol Zhang, Scott McCabe
Paperback | 1 September 2019 | Edition Number 2
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Paperback
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The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies.
Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context.
This new edition has been updated to include:
- New case studies throughout from a range of international regions and diverse service sector including well - being tourism. Cultural differences and the successes and failures of communication marketing is explored in one case per chapter.
- An enhanced and extended chapter on Interactive and E-communications including destination management systems, promotion, twitter, facebook, third party channels such as Expedia and tracking.
- New content on: budgeting for marketing communications, evaluation and control and role of integrated marketing.
- New annotated weblinks and reading suggestions as well as critical review questions at the end of chapters.
This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area.
ISBN: 9781138679276
ISBN-10: 1138679275
Published: 1st September 2019
Format: Paperback
Language: English
Number of Pages: 352
Audience: College, Tertiary and University
Publisher: ROUTLEDGE
Country of Publication: GB
Edition Number: 2
Edition Type: New edition
Dimensions (cm): 24.6 x 18.9
Weight (kg): 0.45
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You Can Find This Book In
This product is categorised by
- Non-FictionIndustry & Industrial StudiesService IndustriesHospitality Industry
- Non-FictionSports & Recreation
- Non-FictionIndustry & Industrial StudiesService IndustriesTourism Industry
- Non-FictionBusiness & ManagementSales & MarketingSales & Marketing Advertising
- Non-FictionEconomics
- Non-FictionSociology & AnthropologySociologySociology & Sport & Leisure