Tourism Marketing: An Asia–Pacific Perspective

Tourism Marketing provides a contemporary approach to formulating, implementing and monitoring marketing strategy for regional tourism marketers and small businesses, the latter comprising over 90% of the ‘tourism industry’. The principal aim of Tourism Marketing is to demonstrate how marketing principles apply in the tourism industry in Australia , New Zealand and the Asia–Pacific. This text will provide students with a thorough understanding of: a conceptual framework for tourism and travel marketing the role and importance of destination marketing organisations factors influencing tourism demand and supply characteristics of consumer–traveler behaviour services marketing in tourism the role of marketing research in management decision making approaches to branding, positioning and segmentation the philosophy of integrated marketing communications performance metrics

Chapter 1: Introduction to tourism marketing. Chapter 2: Strategic marketing framework. Chapter 3: Tourism markets. Chapter 4: Marketing research. Chapter 5: Tourism services marketing mix. Chapter 6: Product. Chapter 7: Pricing. Chapter 8: Marketing communications. Chapter 9: Promotion. Chapter 10: Customer relationship management. Chapter 11: Distribution. Chapter 12: Destination marketing.