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Marketing for Tourism, Hospitality & Events

Marketing for Tourism, Hospitality & Events
A Global & Digital Approach

First Edition
Additional resources:

May 2017 | 384 pages | SAGE Publications Ltd

Framed within basic marketing principles, Marketing for Tourism, Hospitality & Events highlights the global shift in tourism demographics today, placing a particular emphasis on the role of digital technology and its impact on travel products and services.

Covering developments across a broad range of topics such as contemporary tourism marketing, understanding today's consumer, and the importance of public relations and personal selling, key industry changes are captured throughout the text. 'Lessons from a Marketing Guru' feature personal insights from real world practitioners, and 'Digital Spotlights' highlight the ways in which social media and the Internet have transformed tourism, hospitality and events the world over.

These features are further enhanced by 'Marketing in Action' case-studies in each chapter that highlight the international realities of tourism, hospitality and events marketing in practice. These include:

  • Spiritual Tourism in Tamil Nadu, India
  • Social media listening at Marriott’s headquarters in Hong Kong
  • The Deer Hunt Festival in Winneba, Ghana
  • Music-themed hotels in Prague, Amsterdam, Berlin and Mexico
  • The promotion of Hawaii through film and television
  • Dark Tourism in Vietnam

The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, an instructor manual, a test bank of multiple choice questions and author-curated video links to make the examples in each chapter come to life.

Ideal for undergraduate and postgraduate students looking for an introductory text to marketing for tourism, hospitality and events.

Chapter 1: Today's Marketing Environment
1.1 Introduction

1.2 Lessons from a Marketing Guru: The Business of Spiritual Tourism

1.3 The Tourism Marketing Environment

1.4 The Influence of Marketing on Tourism

1.5 Tourism and Hospitality Marketing

1.6 Digital Spotlight: App-dapting for Music Festivals

1.7 Key Players in the Global Tourism Industry

1.8 Influences on the Tourism Marketing Environment

1.9 Chapter Summary

1.10 Marketing in Action: Let the Journey Begin (Again)

Chapter 2: Understanding Today's Consumer
2.1 Introduction

2.2 Lessons from a Marketing Guru: Charlie Locke Keeping One Step Ahead

2.3 Factors Influencing Consumer Behaviour

2.4 Digital Spotlight: Marketing Extreme Sports Events – the X Games

2.5 Typologies of Tourists

2.5.1 The Buying Process

2.5.2 Organizational Buyer Behaviour

2.5.3 Global Trends in Consumer Behaviour

2.5.4 Chapter Summary

2.5.5 Marketing in Action: Hotels Responding to ‘Bleisure’ Trend

Chapter 3: Digital Marketing
3.1 Introduction

3.2 Lessons from a Marketing Guru: Kobe’s Louise Dendy

3.3 The Impact of Technology on Marketing Communications

3.4 The New Consumer Decision Journey

3.5 Digital Spotlight: Marriott Takes Social Media Listening to a New Level

3.6 The Influence of Social Media

3.7 Challenges of Digital Marketing

3.8 Chapter Summary

3.9 Marketing in Action – Hamilton Island Best Job in the World Campaign

Chapter 4: The Marketing Plan
4.1 Introduction

4.2 Lessons from a Marketing Guru: Michel Goget, Globetrotting Hotel Troubleshooter

4.3 Steps in the Marketing Plan

4.4 Digital Spotlight: From Humble to Hedonistic. The Gentrification of Andermatt, Switzerland

4.5 Chapter Summary

4.6 Marketing in Action: The Deer Hunt Festival, Winneba, Ghana

Chapter 5: The Tourism and Hospitality Product
5.1 Introduction

5.2 Lessons from a Marketing Guru: Jo Arnett-Morrice, Dance World Cup

5.3 The Tourism and Hospitality Product

5.4 The Role of Events in Tourism and Hospitality Marketing

5.5 Product Planning

5.6 Branding

5.7 Digital Spotlight: Museums Go Digital

5.8 Managing the Servicescape

5.9 Creating a Memorable Experience

5.10 New Product/Service Development

5.11 Approaches to New Product Development

5.12 Chapter Summary

5.13 Marketing in Action: Hotels that Don’t Miss a Beat

Chapter 6: Pricing
6.1 Introduction

6.2 Lessons from a Marketing Guru: Sarah Plaskitt, Scout

6.3 Introduction to Pricing

6.4 Factors Determining Pricing Decisions

6.5 Contributions of Economics to Pricing

6.6 Pricing and Positioning

6.7 Pricing Strategies for New Products

6.8 Digital Spotlight: Ritzy Riads in Essaouira, Morocco

6.9 Other Pricing Strategies and Techniques

6.9.1 Tourism and Hospitality Characteristics that Affect Pricing Policy

6.9.2 Chapter Summary

6.9.3 Marketing in Action: Low Cost Airlines Take Off

Chapter 7: Distribution
7.1 Introduction

7.2 Lessons from a Marketing Guru: From Russia with Love, Elena Ulko

7.3 The Nature and Types of Distribution Channels

7.4 Marketing Intermediaries

7.5 Digital Spotlight: Sharing Economy in Kerala, India

7.6 The Sharing Economy

7.7 Channel Organization

7.8 Alliances

7.9 Franchises

7.10 Designing the Distribution System

7.11 Distribution Channel Management

7.12 Chapter summary

7.13 Marketing in Action: National Brotherhood of Skiers Annual Summit

Chapter 8: The Role of Advertising and Sales Promotions
8.1 Introduction

8.2 Lessons from a Marketing Guru: Eustasio Lopez, The Lopesan Group, Gran Canaria, Spain

8.3 Marketing Promotion Tools

8.4 The Communication Process

8.5 How Communication Works

8.6 Integrated Marketing Communications (IMC) in Tourism

8.7 Push and Pull Promotional Strategies

8.8 Digital Spotlight: Selling America to the World with ‘Brand USA’

8.9 Tourism and Hospitality Advertising

8.10 Developing an Advertising Programme

8.11 International Advertising and the Global versus Local Debate

8.12 Sales Promotions

8.13 Chapter Summary

8.14 Marketing in Action: Leveraging Events to Change a Destination Image – the Case of Brazil and the 2014 World Cup

Chapter 9: Public Relations and Personal Selling
9.1 Introduction

9.2 Lessons from a Marketing Guru: Ten out of Ten for Tenerife’s Marcos Van Aken

9.3 Introduction to Public Relations

9.4 Introduction to Public Relations

9.5 Digital Spotlight: Cooperative Marketing in Stellenbosch, South Africa

9.6 Personal Selling

9.7 The Sales Process

9.8 Sales Management

9.9 Chapter Summary

9.10 Marketing in Action: ‘Lights, Camera, Action...!’ Promoting Hawaii through Film and Television

Chapter 10: The Role of Customer Service in Marketing
10.1 Introduction

10.2 Lessons from a Marketing Guru: Dionisio Pestana, Pestana Hotel Group

10.3 Defining Customer Service

10.4 The Service-Profit Chain

10.5 Creating a Service Culture

10.6 Converting Guests into Apostles

10.7 Digital Spotlight: Vail Resorts, Top of Their Game

10.8 Managing Services Promises

10.9 Service Recovery

10.10 Chapter Summary

10.11 Marketing in Action: High Profile Sporting Events in Britain

Chapter 11: Marketing Research
11.1 Introduction

11.2 Lessons from a Marketing Guru: Chitra Stern, Martinhal, Portugal

11.3 Marketing Research

11.4 Applied Research in Tourism and Hospitality

11.5 Applied Research in Events Tourism

11.6 Stages in the Research Process

11.7 Digital Spotlight: Marketing to Millennials

11.8 Research Methodology

11.9 Common Research Errors

11.10 Chapter Summary

11.11 Marketing in Action: Open Kitchen Concept Spreads to Hotels

Chapter 12: Tourism Marketing Ethics
12.1 Introduction

12.2 Lessons from a Marketing Guru: Accessible Travel Expert, Magnus Berglund

12.3 Ethics in Marketing

12.4 Ethical Consumerism

12.5 Ethics and Sustainable Tourism

12.6 Digital Spotlight: Portugal’s Golf Rich Algarve Area Strives to Achieve Environmental Sustainability

12.7 Responsible Marketing of Tourism

12.8 Cause-Related Marketing

12.9 Chapter Summary

12.10 Marketing in Action: The Ethics of Portraying War as a Tourism Attraction in Vietnam



Click for online resources

Instructor Resources

  • Instructor Manual
  • PowerPoint Slides
  • Testbank (MCQs)

Student Resources

  • Video Links

Well structured book, with easy to understand sections.

Good compliment of theory and practice.

Mr Stuart Priestley
Sport, Myerscough College
November 6, 2017

The book sufficiently presents various trends and aspects of Tourism Marketing in a very simple and modern way. It goes beyond the limits of a purely descriptive theoretical book and reaches up to an excellent demonstration and combination of theory with practical examples, while the use of case studies reinforces the transmission of knowledge. The structure is clear and consistent in all the chapters and the use of 'Gurus' provide sound practical examples which successfully complement the effort of theoretical application.
The use of more figures and diagrams to support theory as well as the provision of more chapters dedicated to the role of technology in tourism marketing would be advisable.

Ms Marietta Fragkogianni
Suffolk Business School, University of Suffolk
November 15, 2017

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ISBN: 9781473926646

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