This book provides a comprehensive overview of marketing for the tourism and hospitality industry. With a focus on the Indian subcontinent, it explores various frameworks and marketing strategies and their application in diverse
areas and markets.
The volume discusses the dynamics of the tourism and hospitality industries and provides an overview of conventional and non-conventional marketing strategies for better decision making, service, and promotion. It looks at tools and techniques for businesses to understand the customers needs, customer behaviour, building partnerships with other service providers, using digital and social media marketing, and using a marketing mix to design an overall marketing strategy which will serve the businesss objectives. With various case studies, the book analyses the essential marketing tenets for the hospitality and tourism industry and the importance of implementing a marketing plan which prioritizes the customer relationship.
This book will be an indispensable resource for students and academics, as well as industry professionals working in tourism, hospitality, travel management, marketing, communication, digital marketing, and public relations.
Section A: Foundation 1 Introduction 2 Marketing 3 Market Environment 4 Service Quality in Tourism 5 Tourism Market Research 6 Tourist Behaviour 7 Market Segmentation Section B: Elements of Marketing Mix 8 Product- the 1st P 9 Process- the 6th P 10 Physical Evidence- the 7th P 11 People- the 5th P 12 Place- the 2nd P 13 Yield Management 14 Promotion- the 3rd P 15 Non-conventional Marketing 16 Pricing- the 4th P 17 Partnering- the 8th P Section C: Strategy 18 Marketing Plan 19 Marketing Strategy 20 Managing Customer Relationships 21 Quality Management
