Tourism Marketing

Description

Cover Tourism Marketing Copyright Contents About the Author Preface Acknowledgements Tourism Market Environment Scanning Objectives Introduction to Tourism Marketing The Significance of Market Environment Market Environment Constituents of Tourism Market Environment Tourism Micro-Environment Tourism Macro-Environment Market Environment Scanning of Selected Tourism Destinations Jaipur Shimla Hampi International Tourist Destination: Singapore Unsung Tourist Destination Summary Field Exercises References Tourist Consumer Behaviour Objectives Introduction Needs of a Tourist Tourist Life Cycle Tourist Consumer Behaviour Analysing Tourist Characteristics Product-Related Segmentation Demand-Based Segmentation Tourist Decision-Making Process Behavioural Sequence Model Information Search Motivators and Deterrents for Tourist Consumers Motivators Deterrents Tourism Consumer Behaviour — Typologies Sunlust and Wanderlust Tourism Individual-Experiencing Capability Shopping and Tourism Unsung Tourist Destination Summary Field Exercises References Customer Value, Loyalty and Satisfaction Objectives Introduction Customer-Perceived Value The Value Hierarchy Model The Typology of Consumer Value Sheth, Newman and Gross Model Customer Benefit Customer Cost Customer-Oriented Organization Customer Value Proposition Problems Solutions Customer Loyalty Customer Satisfaction Overall Satisfaction with Travel and Tourism Services Model Why Measure Satisfaction? Tourism Product and Service Quality Customer Relationship Management Attracting and Retaining Customers Differentiating Services: An Approach Advertisement: Impact on Customer Value Case Study: Advertising and Web Sites Unsung Tourist Destination Summary Field Exercises References Services Marketing Issues in Tourism Objectives Introduction Tourism as a Service Service Industries Related to Tourism Scope for Improvement in Existing Tourist Services Role of Marketing in Tourism Services Channels of Marketing in Tourism Services Service Quality in Tourism Tourism Services Marketing Strategies Issues in Tourism Marketing Parasuraman’s Service Quality Model Case Study International Destination Space Needle The Pike Public Market Underground Touring Seattle Tulip Festival Unsung Tourist Destination Summary Field Exercises References Marketing Mix and C’s of Marketing in Tourism Objectives Introduction How Tourism Marketing is Different Case Study Marketing Mix Internal Marketing Mix External Marketing Mix Case Study India as a Tourist Destination Types of Indian Tourism The 4 P’s of Indian Tourism Unsung Tourist Destination Summary Field Exercises References Tourism Life Cycle Objectives Introduction Exploration Involvement Development Consolidation Stagnation Decline Rejuvenation Tourism Area Life Cycle Theory Life Cycle Theory Implication of TALC Theory Tourism Regions Validation of TLC Theory on Real Destinations Identifying Butler’s Stages Tourist Life Cycle General Marketing Strategies Tourist Destinations in India Criteria for Selecting the Destinations Identification of Life-Cycle Stages and Marketing Strategies Taj Mahal Marketing Strategies Generic Strategies Fatehpur Sikri Bada Imambara Hampi Valley of Flowers Summary Field Exercises References Appendix Tourism Market Segmentation and Targeting Objectives Introduction Market Segmentation, Targeting and Positioning Segmentation Segment Identification Segmentation Techniques Segment Evaluation Levels of Market Segmentation Patterns of Market Segmentation Effective Segmentation Market Segmentation in Tourism Special Bases for Tourism Segmentation Application of Segmentation Variables in Tourism Targeting Selecting and Entering Market Segments Targeting Multiple Segments and Super Segments Positioning Prominent Genres in Indian Tourism Case Study Unsung Tourist Destination Summary Field Exercises References Differentiation and Positioning in Tourism Objectives Introduction Differentiation Stages in Differentiation Differentiation Tools Services Differentiation Positioning Consumers’ Perceptual Space Positioning Process How Many Differences to Promote? Positioning Errors Positioning of Three Indian States Uttarakhand Kerala Goa Case Study: Singapore’s Positioning as a Tourist Destination Case Study: Positioning of West Bengal Using Durga Puja Case Study: Medical Tourism in India Conclusion Unsung Tourist Destination Summary Field Exercises References Tourism Product Development and Packaging Objectives Introduction Tourism Product Tourism Product Development Essential Requirements in Product Development Creating Experience Set Experiences are Different from Activities How Does It Work? Experiences, Not Destinations Product Differentiation Walt Disney World Resort Product Positioning Product Development and Sustainable Tourism Tourism Product Packaging Packaging Benefits Tourism Packaging Factors Incentives Communication Branding Pricing Case Study Unsung Tourist Destination Summary Field Exercises References Tourism Promotional Mix: An Integrated Marketing Communication (IMC) Approach Objectives Introduction The Communication Process Types of Attention Integrated Marketing Communication Tourism Marketing Communication Significance of Tourism Marketing Communication Relevance of Tourism Marketing Communication Influence on Tourists Implications of TMC Applications of TMC Analysis of Situations in which TMC Suits Best Communication Objectives Long-Term Objectives Short-Term Objectives Stages in Designing Communication Strategy Identification of Target Audience Determining Communication Objectives Designing the Message Selecting Communication Channels Establishing Promotional Budget Deciding on the Promotional Mix Measuring Promotional Results Tools of Communication Developing an IMC Mix for Different Types of Tourism Undifferentiated Marketing Differentiated Marketing Concentrated Marketing Contemporary Avenues in Tourism Marketing Communication Case Study: Promoting San Gimignano Case Study: Incredible India Campaign Unsung Tourist Destination Summary Field Exercises References Destination Branding: Building Brand Equity Objectives Branding Destination Branding Branding Country, Region and City The Principles of Destination Branding Benefits of Destination Branding Destination Brand Positioning Destination Brand Equity Destination Branding Destination-Brand Models Places as Relational Brand Networks Choosing a Destination Destination Brand Performance Measurement Brand Value Sustenance Case Study Unsung Tourist Destination Summary Field Exercises References Information and CommunicationTechnology in Tourism Marketing Objectives Introduction Role of Information and Communication Technology (ICT) in Tourism Web Site Mobile Communication Smart Cards Management Information System ICT and Tourism Marketing Key Trends for Use of ICT ICT and Tourism Comparison of Indian Tourism Web Sites with their Global Counterparts Unsung Tourist Destination Summary Field Exercises References Tourism Marketing: Planning, Implementation and Control — A Holistic Approach Objectives Introduction to Tourism Marketing Strategic Context Corporate Vision Corporate Mission Corporate Goals and Objectives Analysis of the Tourism Environment Strategic/Macro-Environment Tactical/Micro-Environment Analysis of Market Environment Analysis of Internal Environment Marketing Budget Strength Weakness Opportunity Threat (SWOT) Analysis Marketing Strategy Formulation and Planning Generic Strategy Options Market Position Push or Pull Approaches to Marketing Strategy Marketing Objectives Segmentation, Targeting and Positioning Implementation Implementation Extended Marketing Mix Marketing Control Evaluation Control Terrorism and Tourism Terrorism Prevention Tasks for Terrorism Prevention Cell Case Study Conclusion Unsung Tourist Destination Summary Field Exercises References Contemporary Avenues in Tourism Objectives Introduction Tourism with a Difference Buñol, Spain Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch, Wales San Jose, California Ahmedabad, Gujarat, India Ecotourism Basic Principles Sports and Adventure Tourism Recent Trends Entertainment Tourism Disneyland Film Festival Tourism Film Tourism in India Conclusion Medical Tourism Reasons for the Success of Medical Tourism Medical Tourism in India Literary Tourism Rural Tourism Rural Tourism Development Rural Tourism in India Challenges Conclusion Music Tourism Graceland, Tennessee Traditional Music of Scotland Chennai Music Festival To Conclude: Some Upcoming Trends Space Tourism Dark and Disaster Tourism Other New Advents Case Study Unsung Tourist Destination Summary Field Exercises References Glossary Index Contributing Students