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Marketing Communications in Tourism and Hospitality.

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10031163
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Catalogue Information
Field name Details
ISBN -- 9780750682770
Author McCabe, Scott
Title Marketing Communications in Tourism and Hospitality.
1st ed.
Description 1 online resource (321 pages)
Contents Cover -- Marketing Communications in Tourism and Hospitality: Concepts, Strategies and Cases -- Copyright Page -- Contents -- List of Figures -- List of Tables -- List of Plates -- List of Case Studies -- Acknowledgements -- Chapter 1: Positioning Marketing Communications for Tourism and Hospitality -- Introduction - Defining Marketing Communications for Tourism and Hospitality -- Defining Tourism -- Defining Hospitality -- Marketing Communications in Tourism and Hospitality -- Integrated Marketing Communications -- Marketing Communications Characteristics in Tourism and Hospitality -- Tourism and Hospitality Marketing Communications: Concepts, Strategies and Cases -- Summary -- Part 1 -- Chapter 2: Communications Theory and Applications -- Introduction -- Models and Concepts of Communications Theories -- Early Mass Communications Theories -- Marketing Communications Transmission Models -- Criticisms of the Transmission Models of Communication -- Multi-modal Communications Models -- Relational and Network Models of Communications -- Communications Effects -- Semiotics and the Communication of Meanings -- Summary -- Chapter 3: The Marketing Communications Environment -- Introduction -- The Global Context of Tourism and Hospitality Services -- The Function of the Marketing Department -- Strategic Function -- Operations Function -- Research Function -- Processes of the Marketing Department -- The Marketing Planning Process -- Environment Scanning -- Political and Legal Factors -- Economic Factors -- Sociocultural Factors -- Technological Factors -- Environment (Natural/Physical) -- Media Environment -- Marketing Communications Industry -- Marketing Communications Industry Operations -- The Regulatory Framework of Marketing Communications -- Organisational Ethics -- Advertising Standards and Miscommunication -- Regulation in Advertising -- Summary.
Chapter 4: Consumer Roles in Marketing Communications -- Introduction -- Consumer Behaviour Theory -- The Cognitive Paradigm -- The Reinforcement Paradigm -- The Habit Paradigm -- Consumer Behaviour and Tourism and Hospitality Services -- Consumers and Markets for Tourism and Hospitality Services -- Generic versus Variant Service Markets -- Marketing Analysis -- What the Organisation Needs to Know about Consumers' Behaviour -- Consumer Characteristics - Who? -- Decision and Purchase Characteristics - When? -- Consumer Motivations - Why? -- Buying Behaviour Patterns - What? -- Distribution and Access - Where? -- Purchase Characteristics - Which Methods? -- Summary -- Part 2 -- Chapter 5: Marketing Communications and Organisational Strategy -- Introduction -- Organisational Strategy Formulation -- Marketing Orientation -- Competing Approaches to a Marketing Orientation -- The Services Marketing Triangle -- Enabling the Promise -- Making the Promise -- Delivering the Promise -- Competitive Strategies -- Cost Leadership -- Differentiation -- Focus -- Stuck in the Middle -- Generic Competitive Issues in the Tourism and Hospitality Sector -- Value Chain -- Position in the Market -- IMCs as Strategic Choice -- Summary -- Chapter 6: Segmentation, Targeting and Positioning -- Introduction -- The Segmentation, Targeting and Positioning Process -- Marketing Planning and the STP Process -- Market Segmentation -- Defining Segmentation -- Bases of Market Segmentation -- Demographic Segmentation -- Age and Life Stage -- Gender -- Sexual Orientation -- Ethnicity and Cultural Background -- Socio-economic Variables -- Geographic Region -- Behavioural Segmentation -- Benefits Sought from the Experience -- Defining Service Benefits -- Attitudes, Perceptions, Values, Beliefs -- Decision-making Processes -- Usage Patterns/Frequency of Use -- Psychographic Segmentation.
Personality and Identity -- Lifestyle -- Target Marketing -- Criteria for Assessing Segments -- Targeting Criteria -- Self-selection -- Market Positioning -- Importance of Market Segmentation -- Segmentation Options -- Issues in the Segmentation Process -- Summary -- Chapter 7: Marketing Communications Planning -- Introduction -- Marketing Communications Planning -- Marketing Communications Plan Context -- Marketing Communications Context -- SWOT Analysis -- Communications Objective Setting -- Formulating Objectives -- Integrated Marketing Communications Objectives -- The Marketing Mix for Tourism and Hospitality -- Product Strategies -- Product Portfolio Analysis -- Product Strategy Decisions -- Standardisation/Adaptation Strategies -- Product Formulation Decisions and the Communications Strategy -- Branding -- Destination Branding -- Hotel Branding -- Marketing Communications Strategy -- Push Strategy -- Pull Strategy -- Profile Strategy -- Communications Mix Decisions -- Marketing Communications Evaluation and Control -- Summary -- Part 3 -- Chapter 8: Advertising Strategies for Tourism and Hospitality -- Introduction -- What is Advertising? -- How Advertising Works -- Media Strategies -- The Range of Advertising Channels -- Tourism and Hospitality Media Channels -- Campaign -- B2B Sales Missions -- Print Advertising -- Online Advertising -- Direct Mail/CRM/Newsletters -- Brochure Distribution -- Agent Training Programmes -- Lead Generation Research -- Message Design -- Creative Development -- Balance -- Message Structure -- Message Appeal -- Credibility -- Advertising Value and Trends -- Current Issues in Tourism and Hospitality Advertising -- Summary -- Chapter 9: Other Communications Strategies -- Introduction -- Sales Promotions -- How Sales Promotions Work -- Sales Promotions Techniques -- Types of Sales Promotions in Tourism and Hospitality.
Personal Selling -- Familiarisation Trips -- Sponsorship -- Creation of Favourable Brand Associations -- Creation of Promotional Opportunities -- Creation of Additional Publicity -- Creation of Corporate Hospitality Opportunities -- Creation of Corporate Social Responsibility Profile -- Publicity and Public Relations -- External -- Internal -- Events and Exhibitions -- Direct Marketing -- Summary -- Chapter 10: Interactive and E-communications Issues and Strategies -- Introduction -- Growth of the Internet -- Growth of Online Advertising -- The Value of Online Advertising Spend to the UK Market -- Online Behaviour -- Online Behaviour and Marketing Communications Strategy -- Types of Online Advertising -- Classifieds -- Display Advertising -- Search Marketing -- Email Marketing -- Viral Marketing -- Affiliate Marketing -- Sponsorship -- Tenancies -- Podcasting -- Online Advertising Applications -- User-generated Content -- Blogging -- Online Community -- Issues with User-Generated Content -- Virtual Worlds -- Issues of Online Developments on Marketing Communications -- Summary -- Chapter 11: Conclusions and Future Issues in Marketing Communications -- Introduction -- The Importance of Marketing Communications to Tourism and Hospitality Organisations -- Future Challenges -- The Changing Structure and Nature of the Advertising Industry -- The Changing Structure of the Tourism and Hospitality Industry -- The Emergence of New Markets -- The Challenge of Climate Change -- The Challenge of the External Media Environment -- Summary -- Index.
Subject Motion (Electronic resource)
Computer animation
Computer graphics
Macintosh (Computer) -- Programming
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