Marketing in Leisure and Tourism: Reaching New Heights explores marketing from the context of understanding marketing, developing a marketing strategy, and achieving organizational objectives, all within the lens of leisure and tourism.
This book introduces an applied system for integrating marketing concepts. Moreover, it introduces to a process for identifying the potential tools available for reaching consumers with meaningful messages in effective ways.
The author has taught at the higher education level. She has also worked professionally for various hospitality and tourism management organizations.
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