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Strategic marketing in tourism services /
Tourism services all over the world currently face rapid changes due to market globalization, intensified competition and the dynamic evolution of new technologies. Moreover, it is expected that tourism will be one of the industries that will be most affected by the current recession. The long-term...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley :
Emerald,
2012.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Introduction to strategic marketing in tourism
- Part I. Target marketing. Target marketing and its application to tourism / Rodoula H. Tsiotsou and Ronald E. Goldsmith ; The role of market segmentation in strategic tourism marketing / Sara Dolnicar ; Social interactions as basis for segmenting the tourism market / Rodoula H. Tsiotsou, Andreas Mild and D. Sudharshan
- Part II. Branding. Destination branding development : linking supply-side and demand-side perspectives / Giacomo Del Chiappa and Ilenia Bregoli ; Place branding : the issue of a narrowed tourism perspective / Sebastian Zenker and Suzanne C. Beckmann ; Destination imagery : examining online representative dissonance in India / Deepak Chhabra ; Destination brand equity modelling and measurement
- a summer tourism case from Sweden / Matthias Fuchs, Tatiana Chekalina and Maria Lexhagen ; Local stakeholders' image of tourism destinations : outlooks for destination branding / Danielle Fernandes Costa Machado, Mirna de Lima Medeiros and João Luiz Passador
- Part III. Relationship marketing. Implementing relationship marketing in hospitality and tourism management / Ronald E. Goldsmith and Rodoula H. Tsiotsou ; Customer value in tourism services : meaning and role for a relationship marketing approach / Martina G. Gallarza, Irene Gil-Saura and Morris B. Holbrook ; Identifying the major determinants of loyalty in tourism / Ana María Campón Cerro, José Manuel Hernández Mogollón and Helena Maria Baptista Alves ; Familiarity and experience in tourist satisfaction and loyalty development / Ramón Rufín Moreno [and others]
- Part IV. Experiential marketing. Introduction to experiential marketing / Ronald E. Goldsmith and Rodoula H. Tsiotsou ; Tourist experience development : designed attributes, perceived experiences and customer value / Lihua Gao [and others] ; The service-dominant logic approach to tourism marketing strategy / Sun-Young Park and Stephen L. Vargo ; Marketing the rural tourism experience / Elisabeth Kastenholz, Maria João Aibéo Carneiro and Carlos Peixeira Marques ; Destination Cross River / Alvin Rusenbaum
- Part V. E-marketing. An overview of the main innovations in e-marketing / Maria Elena Aramendia-Muneta ; Information and communication technologies in tourism : a comparison for travel agents, hotels and restaurants / Irene Gil-Saura, María-Eugenia Ruiz-Molina and Gloria Berenguer-Contrí ; Exploring the pontential of travel reviews : implications for strategy formulation and implementation / Antonella Capriello ; Mobile marketing in tourism services / Shintaro Okazaki, Sara Campo and Luisa Andreu.