Marketing Tourism and Hospitality: Concepts and Cases

Preface
Acknowledgements
Abbreviations
Contents
I: Understanding Marketing in the Tourism and Hospitality Industry
	1: Tourism and Hospitality Marketing Principles
		1.1	 Introduction
		1.2	 Defining Tourism and Hospitality
			1.2.1	 Tourism
			Industry Insight 1.1
				The Potential of Domestic Tourism
			1.2.2	 Hospitality
				1.2.2.1	 Importance of the Hospitality Sector
			Industry Insight 1.2
				Premier Inn Meets Business Travellers’ Needs Through Marketing Research
		1.3	 What is Marketing?
		1.4	 What is Tourism and Hospitality Marketing?
			Industry Insight 1.3
				Needs or Wants?
		1.5	 Developing a Tourism Marketing Orientation
			1.5.1	 Marketing as a Process
			1.5.2	 Marketing as a Philosophy
			1.5.3	 Marketing as a Relationship Management Activity
		1.6	 Evolution of Marketing
			1.6.1	 Evolution by Production Orientation
			1.6.2	 Evolution by Marketing Thought
		1.7	 Evolution of Marketing in the Tourism Industry
			Industry Insight 1.4
				Trivago
			Industry Insight 1.5
				“Speed Marketing” Creates Tourism Trade Connections at Indaba
			Industry Insight 1.6
				Influencer Marketing: Social Media Driving Tourism
		1.8	 How Does Marketing Fit into the Subject Area of Tourism and Hospitality?
			1.8.1	 At the Individual Business Level
				1.8.1.1	 Meeting Consumer Needs
				1.8.1.2	 Satisfying Consumers
				1.8.1.3	 Generating Sales
				1.8.1.4	 Informing Consumers
			1.8.2	 At the Local/Regional Destination Level
			Industry Insight 1.7
				China National Tourism Association’s Role
		1.9	 The Main Principles of Marketing
			1.9.1	 Information Gathering
			1.9.2	 Marketing Planning
			1.9.3	 Elements of the Marketing Mix
			1.9.4	 Promotional Strategies
		1.10 Why Study Tourism Marketing?
			1.10.1	 Marketing Plays an Important Role in Society
			Industry Insight 1.8
				Responsible Tourism: G Adventures
			Industry Insight 1.9
				Fair Trade Tourism Path to Sustainable Tourism in South Africa
			1.10.2 Marketing is Important to all Types of Business
			1.10.3	 Marketing Affects Everyday Life
			1.10.4	 Marketing Offers Exciting Career Opportunities
			1.10.5	 Marketing is an Important and Growing Field of Study
		1.11 Responsible Tourism Marketing
			In-depth Case Study 1: Marketing Orientation: Warner Bros Studio Tour, London
				Objectives
				Questions and Activities
		References
			Further Reading
	2: Characteristics of Tourism and Hospitality Marketing
		2.1	 Introduction
		2.2	 Tourism: Product, Service or Offering?
			2.2.1	 Service Marketing Versus Manufacturing Marketing
		2.3	 Special Characteristics of Services
			2.3.1	 Intangibility
			Industry Insight 2.1
				Blue Train Tourist Sees Red Over Yellow
			Industry Insight 2.2
				Smell of Success: Travel Agencies Use Virtual Reality Headsets and Smell Generators to Boost Package Holiday Sales
			2.3.2	 Inseparability
			2.3.3	 Variability
			2.3.4	 Perishability
		2.4	 Specific Features of Tourism Services
			2.4.1	 Non-ownership
			2.4.2	 Seasonality
			Industry Insight 2.3
				New Tourism Products to Combat Seasonality in The Algarve
			Industry Insight 2.4
				Hotel Rooms by the Hour
			2.4.3	 Fixed Location
			2.4.4	 Loyalty
			2.4.5	 High Costs
			2.4.6	 Distribution Channels
			2.4.7	 Interdependence of Tourism Offerings
			2.4.8	 External Shocks and Events
			Industry Insight 2.5
				Devastating Floods Venice Tourism Industry
		2.5	 Marketing Management Strategies for Tourism Businesses
			Industry Insight 2.6
				Using Online Tools to Make an Offering More Tangible
			2.5.1	 Making the Offering Tangible
			2.5.2	 Managing Employees
			2.5.3	 Managing Perceived Risk
			2.5.4	 Managing Supply and Demand
			2.5.5	 Managing Consistency
		2.6	 Services Marketing Triangle
		2.7	 Tourism Marketing Management Approaches
			2.7.1	 Use of the Extended Marketing Mix
			Industry Insight 2.7
				Jumeirah Beach Hotel, Dubai, UAE: People, Physical Evidence and Processes
			2.7.2	 Greater Significance of Word-of-Mouth Communication
			2.7.3	 More Use of Emotional Appeals in Promotions
			2.7.4	 Stronger Emphasis on Personal Selling
			2.7.5	 Importance of Relationships with Suppliers, Carriers, and Intermediaries
			In-depth Case Study 2: Tourism Services Marketing Whizz Air: Making a Service Tangible Whizzing Through the Sky
				Objectives
				Questions and Activities
		References
			Further Reading
II: Understanding the Tourism and Hospitality Market
	3: Tourism and Hospitality Consumer Behaviour
		3.1	 Introduction
		3.2	 Why is the Buying Process of Tourists Unique?
			3.2.1	 No Tangible Assets
			3.2.2	 Expenditure is Substantial
			3.2.3	 Purchases are not Usually Spontaneous
			3.2.4	 Consumers Visit the Site of Production
			3.2.5	 Increasingly People Need a Holiday
			3.2.6	 Prospective Travellers Anticipate Their Holidays
		3.3	 Factors Affecting Consumer Behaviour
			3.3.1	 Personal Factors
				3.3.1.1	 Age and Life Stage
				3.3.1.2	 Lifestyle
				3.3.1.3	 Personality and Self-image
			3.3.2	 Psychological Factors
				3.3.2.1	 Perceptions
				3.3.2.2	 Learning
				3.3.2.3	 Attitudes
				3.3.2.4	 Motivation
			3.3.3	 Cultural Factors
				3.3.3.1	 Culture and Ethnic Groups
				3.3.3.2	 Social Grade
			3.3.4	 Social Factors
				3.3.4.1	 Reference Groups
				3.3.4.2	 Family
			Industry Insight 3.1
				TUI Introduces Its Family Life Holidays
		3.4	 The Consumer Journey Cycle
			3.4.1	 The Stages in the Consumer Journey Cycle
				3.4.1.1	 Stage 1: Awareness (Needs and Wants Recognition)
				Industry Insight 3.2
					Paris’ Literary Holiday Breaks
				3.4.1.2	 Stage 2: Interest and Information Gathering
				Industry Insight 3.3
					TripAdvisor
				3.4.1.3	 Stage 3: Holiday Planning
				3.4.1.4	 Stage 4: Conversion
				3.4.1.5	 Stage 5: The Holiday Experience
				3.4.1.6	 Stage 6: Post-Holiday: Sharing the Experience
		3.5	 Consumer Markets in Tourism
			Industry Insight 3.4
				New Zealand – A Mecca for Adventure Tourism
			Industry Insight 3.5
				Wildlife Tourism
		3.6	 Consumer Typologies in Tourism
			3.6.1	 Tourist or Traveller?
			3.6.2	 Cohen (1972)
				3.6.2.1	 Organised Mass Tourists (OMTs)
				Industry Insight 3.6
					The English Abroad
				3.6.2.2	 Individual Mass Tourists (IMTs)
				3.6.2.3	 Explorers
				3.6.2.4	 Drifters
			3.6.3	 Plog
				3.6.3.1	 Venturers
				3.6.3.2	 Dependables
			In-depth Case Study 3: Tourism and Hospitality Consumer Behaviour: Halal Tourism in South East Asia
				Objectives
				Questions and Activities
		References
			Further Reading
	4: Tourism and Hospitality Marketing Research
		4.1	 Introduction
		4.2	 What is Marketing Research?
		4.3	 Marketing Research Versus Market Research
		4.4	 Why Do Marketing Research?
			Industry Insight 4.1
				Small Tourism Businesses Need to Conduct Marketing Research Too
			4.4.1	 Making Decisions and Reducing Risks
			4.4.2	 Planning and Solving Problems
			4.4.3	 Assisting with Forecasting
			Industry Insight 4.2
				Google Trends
			4.4.4	 Developing Knowledge About Consumers
			Industry Insight 4.3
				Research into India’s Medical Tourism Sector
		4.5	 The Marketing Research Process
			4.5.1	 Stage 1: Identify the Marketing Decision Problem and Set or Define the Objectives
				Industry Insight 4.4
					The Commodore Hotel’s Marketing Decision Problem
				4.5.1.1 Types of Marketing Research
			4.5.2	 Stage 2: Investigate the Available Sources (Secondary Data or Desk Research)
				4.5.2.1 The Potential of Secondary Data in Tourism Research
				4.5.2.2 Secondary Data for Tourism and Hospitality
					Industry Insight 4.5
						Tourism Research Information Network (TRINET).
					Industry Insight 4.6
						Undertaking an Online Search Using a Search Engine
			4.5.3	 Stage 3: Devise the Research Plan and Gather Primary Data (Field Research)
				4.5.3.1 Qualitative Research
					Industry Insight 4.7
						Professional Focus Group Moderator
					Industry Insight 4.8
						Rural Tourism Focus Group Research
					Industry Insight 4.9
						Content Analysis of Travel Blog Sites
				4.5.3.2 Quantitative Research
					Industry Insight 4.10
						New Zealand’s International Visitor Survey
					Industry Insight 4.11
						Customer Survey Reveals Southern Fails on Passenger Satisfaction
			4.5.4	 Stage 4: Analyse and Interpret the Data
			4.5.5	 Stage 5: Present the Findings to the Manager/CEO
		4.6	 Common Marketing Research Errors
			4.6.1	 Problem Definition
			4.6.2	 Lack of Qualitative Information
			4.6.3	 Using Only Secondary Resources
			4.6.4	 Improper Use of Statistical Analysis
			4.6.5	 Failure to Have a Sample That is Representative of the Population
			4.6.6	 Misuse of Research Findings
			4.6.7	 Sampling Error
			4.6.8	 Questioning Error
			4.6.9	 Problems with Interpretation
			4.6.10	 Results are Based on a Snapshot at One Point in Time
				In-Depth Case Study 4: Measuring Consumer Satisfaction: East Coast Car Rentals
					Objectives
				4.6.10.1 Consumer Satisfaction Survey
				4.6.10.2 Questions and activities
		References
			Further Reading
III: Designing the Tourism and Hospitality Marketing Strategy
	5: Tourism and Hospitality Marketing Planning
		5.1	 What is Marketing Planning?
		5.2	 Why Plan Marketing?
		5.3	 The Differences Between Strategies and Tactics
			5.3.1	 Strategic Marketing Planning
			5.3.2	 Tactical Marketing Planning
		5.4	 The Marketing Planning Process
			5.4.1	 Analysis: I (What is Our Business?)
				5.4.1.1	 Mission Statements
					Industry Insight 5.1
						Skyline India Travel’s Missions Statement
			5.4.2	 Analysis: II (Where Are We Now?)
				5.4.2.1	 SWOT Analysis
				5.4.2.2	 The BCG Growth Share Matrix
				5.4.2.3	 General Electric Company (GEC) Grid
				5.4.2.4	 PESTLE Analysis
				5.4.2.5	 Competitor Analysis
			5.4.3	 Planning Stage (What Do We Want to Achieve?)
				5.4.3.1	 Setting Marketing Goals
				5.4.3.2	 Setting Marketing Objectives
					Industry Insight 5.2
						Mad Monkey’s Mission Statement and Objectives
						Objectives
				5.4.3.3	 Setting Strategic Options or Choices
				5.4.3.4	 Porter’s Generic Strategies
					Industry Insight 5.3
						Emirates First-Class Suites Are Top-of-the-Class
				5.4.3.5	 Ansoff’s Matrix
					Industry Insight 5.4
						PREMIER INN: Market Penetration
					Industry Insight 5.5
						Designer Airship Designed for Military to Be Luxury Liner of the Sky
			5.4.4	 Implementation Stage (How Do We Get There?)
				Industry Insight 5.6
					Philippines Tourism’s Performance Plan
			5.4.5	 Monitoring and Feedback (How Effective Have the Plan and Its Activities Been?)
				Industry Insight 5.7
					Guyana’s Tourism Action Plan 2020–2025
		5.5	 The Marketing Plan
			5.5.1	 The Structure of the Marketing Plan
				5.5.1.1	 Executive Summary
				5.5.1.2	 Introduction and Background
				5.5.1.3	 Situation Analysis
				5.5.1.4	 SWOT Analysis
				5.5.1.5	 Marketing Objectives
				5.5.1.6	 Marketing Strategy
				5.5.1.7	 Implementation: Decisions, Finance, and Control
				5.5.1.8	 Appendices
					In-Depth Case Study 5: Tourism Marketing Planning: Marine Dynamics Shark Tours
						Objectives
						Case Study Questions and Activities
		References
			Further Reading
	6: The Tourism and Hospitality Marketing Environment
		6.1 Introduction
		6.2 Analysing the Internal Environment
		6.3 Analysing the Performance Environment
			6.3.1	 Competitors
			6.3.2	 The Suppliers
			6.3.3	 Marketing Intermediaries
		6.4 Analysing the External Environment
			6.4.1	 Political Environment
				Industry Insight 6.1
					EU Referendum: Impacts on the UK Tourism Industry
				Industry Insight 6.2
					Africa: The New Battleground for Terrorism
			6.4.2	 Economic Environment
				6.4.2.1	 Interest Rates
				6.4.2.2	 Employment Rates
				6.4.2.3	 Exchange Rates
					Industry Insight 6.3
						Weak Pound Boosts British Domestic Tourism
				6.4.2.4	 Inflation
					Industry Insight 6.4
						Global Economic Recession Hits Leisure and Corporate Travel, but Boost Domestic Tourism and Staycations
				6.4.2.5	 Taxation
					Industry Insight 6.5
						Tourist Tax Proposed for the City of Edinburgh, Scotland
			6.4.3	 Socio-demographic Environment
				6.4.3.1	 Fashion and Tastes
				6.4.3.2	 Changes in Lifestyle
				6.4.3.3	 The Role of Women in Society
				6.4.3.4	 Crime and Prostitution
				6.4.3.5	 Age and Race Structure
					Industry Insight 6.6
						The Pacific Asia Travel Association Targets Youth Travellers
				6.4.3.6	 Population
				6.4.3.7	 Education
			6.4.4	 Technological Environment
				Industry Insight 6.7
					Chester Card Machines Tap Tourists for Donations
			6.4.5	 Legal Environment
				Industry Insight 6.8
					Egypt Doubling the Cost of Visas
			6.4.6	 Ecological Environment
				6.4.6.1	 The Environment
					Industry Insight 6.9
						Drought Hits the Western Cape’s Tourism Industry
				6.4.6.2	 Health and Safety Issues
					Industry Insight 6.10
						“Closed for Business”: Coronavirus Pandemic Hits Global Tourism
				6.4.6.3	 Natural Disasters
					Industry Insight 6.11
						Thailand Floods Results in Deaths and Causes Havoc to Tourists
		6.5 Global and Regional Flows
			6.5.1	 Global Flows
			6.5.2	 Regional Flows
		6.6 Environmental Scanning
			6.6.1	 Environmental Approaches
				6.6.1.1	 The Irregular Approach
				6.6.1.2	 The Regular Approach
				6.6.1.3	 The Continuous Approach
		In-depth Case Study 6: The Business Environment of MSC Cruises
			Objectives
				Cruising to the Top
				Case Study Questions
		References
			Further Reading
	7: Market Segmentation, Targeting, and Positioning
		7.1	 Introduction
		7.2	 What is a Market?
		7.3	 Market Research
		7.4	 Market Segmentation
			Industry Insight 7.1
				Gay Tourism Research
			7.4.1	 Why Segment the Market?
			7.4.2	 Bases for Segmenting the Market
				7.4.2.1	 Profile Criteria
					Demographic Segmentation
					Industry Insight 7.2
						Retallack Resort
					Industry Insight 7.3
						Full-Time Residents Aboard a Luxury Cruise Liner
					Industry Insight 7.4
						Catering to Female Travellers
					Geographic Segmentation
					Industry Insight 7.5
						VisitEnglands’s Visitor Segmentation
					Geodemographic Segmentation
				7.4.2.2	 Psychological Criteria
					Psychographic (Lifestyle) Segmentation
					Benefits Sought (or Benefits Desired)
				Industry Insight 7.6
					Nostalgia-Craving Baby Boomers are Driving Tourism
				7.4.2.3	 Behavioural Criteria
					Relationship with the Offering
			Industry Insight 7.7
				Galina International Battlefield Tours
		7.5	 Market Targeting
			7.5.1	 Niche Marketing Strategy
			7.5.2	 Differentiated Marketing and Customised Marketing Strategy
			7.5.3	 Undifferentiated Marketing Strategy (a Mass Market Philosophy)
			Industry Insight 7.8
				Indonesia Targets Middle Eastern Muslim Tourists
		7.6	 Market Positioning
			7.6.1	 Marketing Positioning Strategies
			7.6.2	 The Positioning Steps
				7.6.2.1	 Step 1: Identify a Set of Competitive Advantages
				Industry Insight 7.9
					Jet Airways’ Positioning Statement
				7.6.2.2	 Step 2: Select the Right Competitive Advantages
				7.6.2.3	 Step 3: Communicate and Deliver the Chosen Position
			7.6.3	 Points of Parity and Points of Difference
			7.6.4	 The Product Positioning Map
			In-depth Case Study 1: Segmentation, Targeting and Positioning: Moxy Hotels’ Targets Millennials
				Objectives
		References
			Further Reading
IV: Implementing the Tourism and Hospitality Marketing Mix
	8: Tourism and Hospitality Products, Branding, and Pricing
		8.1 Introduction
		8.2 Tourism Products
			8.2.1	 What is a Tourism Product?
			8.2.2	 Product Levels
				8.2.2.1	 The Core Product
				8.2.2.2	 The Expected Product
				8.2.2.3	 The Augmented Product
					Industry Insight 8.1
						Business Technology at the Radisson Blu Hotel
			8.2.3	 The Product Life Cycle Concept
				8.2.3.1	 Stages of the Product Life Cycle
				8.2.3.2	 The Value of the Product Life Cycle Concept to the Tourism and Hospitality Marketer
			8.2.4	 Innovation and New Tourism and Hospitality Products
				8.2.4.1	 Stages in New-Product Development
				8.2.4.2	 What is Meant by a New Product?
					Industry Insight 8.2
						A younger, Slimmer Mascot for Air India’s Logo
					Industry Insight 8.3
						World’s Largest Holiday Inn Built In Makkah, Saudi Arabia
					Industry Insight 8.4
						Panama City – Ideal Convention Centre Destination
		8.3 Branding Tourism and Hospitality Products
			8.3.1	 What is Branding?
				Industry Insight 8.5
					BA – A Very British Airline
				8.3.1.1	 The Benefits of Branding in Tourism
				8.3.1.2	 Co-branding
				8.3.1.3	 Brand Equity
					Industry Insight 8.6
						New Brand Logo and Slogan for Airbnb
				8.3.1.4	 The Power of Branding
					Industry Insight 8.7
						Hays Travel Undergoes a Rebrand
				8.3.1.5	 Building a Brand
					Brand Identity
					Establishing a Brand Image
					Brand Positioning
		8.4 Pricing Tourism and Hospitality Products
			8.4.1	 Factors That Affect Pricing Decisions
				8.4.1.1	 Internal Factors Influencing Pricing Decisions
					Industry Insight 8.8
						One&Only Luxury Resorts
				8.4.1.2	 External Forces Influencing Pricing Decisions
			8.4.2	 Approaches to Pricing
				8.4.2.1	 Cost-Plus Pricing
				8.4.2.2	 Demand-Based Pricing
				8.4.2.3	 Going-Rate Pricing
				8.4.2.4	 Value-Based Pricing
			8.4.3	 Tourism and Hospitality Pricing Strategies
				Industry Insight 8.9
					Psychological Pricing: The Difference of a Cent
				Industry Insight 8.10
					Foreign Tourists Pay More than Locals to Eat in Restaurants and Stay in Hotels
				8.4.3.1	 Evaluating Pricing Strategies
		In-depth Case Study 8: MakeOver Tour: A Cut Above the Rest
			Objectives
			Questions and Activities
		References
			Further Reading
	9: Tourism Distribution
		9.1	 Introduction
		9.2	 Distribution Channels in Tourism
			9.2.1	 Levels of Distribution in Tourism and Hospitality
			9.2.2	 Issues in Distribution in Tourism
				9.2.2.1 Commission
				9.2.2.2 Horizontal Integration
			9.2.3	 Intermediaries in Tourism
				Industry Insight 9.1
					Back to Basics! Ryanair Selling ‘No-Frills’ Holidays
			9.2.4	 Marketing to Tourism Intermediaries
		9.3	 The Range of Tourism and Hospitality Intermediaries
			9.3.1	 Indirect Marketing Channels
				9.3.1.1 Tour Operators
				Industry Insight 9.2
					Specialist Marine Tourism Operator
				9.3.1.2 Destination Management Companies
				9.3.1.3 Tour Brokers
				9.3.1.4 Air Brokers
				9.3.1.5 Coach Operators
				9.3.1.6 Retail Travel Agents
				Industry Insight 9.3
					Southall Travel Ltd
				9.3.1.7 Online Travel Agents
				Industry Insight 9.4
					OTA: On the Beach
				9.3.1.8 General Sales Agents (GSAs)
				9.3.1.9 Alliances or Consortia
				Industry Insight 9.5
					The Vanilla Islands
				9.3.1.10 Franchises
				9.3.1.11 Sales Representatives
				9.3.1.12 Professional Conference Organisers
				Industry Insight 9.6
					Events Plus: A One-Stop Service
				9.3.1.13 Incentive Travel Planners
				Industry Insight 9.7
					Bucharest: One of the World’s Top Ten Incentive Travel Destinations
				9.3.1.14 Visitor Information Centres
				9.3.1.15 Destination Marketing Organisations and Convention and Visitor Bureaux
				9.3.1.16 Accommodation Booking Agents
				9.3.1.17 Tour Guides
				9.3.1.18 Concierge Services
			9.3.2	 Direct Marketing Channels
				Industry Insight 9.8
					Travel Agents Versus the Internet
				9.3.2.1 Digital Technology
				Industry Insight 9.9
					VR at the National Archaeological Museum, Madrid, Spain
			9.3.3	 Selecting Marketing Intermediaries
		In-depth Case Study 9: Distribution Strategies: Reality Tours & Travel, Mumbai, India: A Slum Tour Oper ator
			Objectives
			Questions and Activities
		References
			Further Reading
	10: Promoting and Advertising Tourism and Hospitality Products
		10.1 Introduction
		10.2 Communications Theory
			10.2.1 Source
			10.2.2 Encoding
			10.2.3 Message
			10.2.4 Noise
			10.2.5 Media
			10.2.6 Decoding
			10.2.7 Receiver
			10.2.8 Response
			10.2.9 Feedback
		10.3 The Promotional Campaign
			10.3.1 Determining the Marketing Objective or Task
				10.3.1.1	 Differentiating
				10.3.1.2	 Reminding
				10.3.1.3	 Informing
				10.3.1.4	 Persuading
			10.3.2 Identifying the Target Segment
			10.3.3 Determining the Desired Response
			10.3.4 Designing the Message
			10.3.5 Considering the Promotional Budget
				10.3.5.1	 Affordability or Ad Hoc Basis
				10.3.5.2	 Industry Average
				10.3.5.3	 Percentage-of-Sales Method
				10.3.5.4	 Marketing Objectives
				10.3.5.5	 Share-of-Voice Method
				10.3.5.6	 Integrated Marketing Communications
				10.3.5.7	 Above-, Below- and Through-the-Line Promotional Activities
			10.3.6 Convergence
			10.3.7 Monitoring the Impact
		10.4 Advertising
			10.4.1 The Advertising Campaign
				10.4.1.1	 Objective Setting
				10.4.1.2	 Budget Decisions
				10.4.1.3	 Message Decisions
				10.4.1.4	 Media Decisions
				10.4.1.5	 Evaluation of Advertising Campaigns
			10.4.2 The Role of Media Agencies
				10.4.2.1	 Advantages of Using a Media Agency
				10.4.2.2	 Selecting a Media Agency
		References
			Further Reading
	11: Designing the Tourism and Hospitality Promotions Mix
		11.1 Sales Promotion
			11.1.1 The Role of Sales Promotion
			11.1.2 The Objectives of Sales Promotion
			11.1.3 Activities Associated with Sales Promotion
		11.2 Personal Selling
			11.2.1 Types of Personal Selling in Tourism
			11.2.2 The Advantages and Disadvantages of Personal Selling
		11.3 Marketing Collateral
			11.3.1 Types of Marketing Collateral
			11.3.2 Objectives of Marketing Collateral
				11.3.2.1	 To Create Awareness
				11.3.2.2	 To Provide Information
				11.3.2.3	 To Provide Education
				11.3.2.4	 To Promote the Offering
			11.3.3 Producing Successful Brochures
			11.3.4 E-Brochures and Other Forms of Technology
				11.3.4.1	 E-Brochures (Digital Brochures)
		11.4 Public Relations
			11.4.1 The Differences Between Public Relations and the Other Promotional Tools
			11.4.2 Public Relations Techniques
			11.4.3 Public Relations Strategies for Small Tourism Businesses
				11.4.3.1	 Construct PR Around an Individual
				11.4.3.2	 Construct PR Around a Unique Product-Offering
				11.4.3.3	 Construct PR Around a Unique Location
				11.4.3.4	 Construct PR in the Neighbourhood
		11.5 Sponsorship
			11.5.1 Sponsorship Versus Advertising
			11.5.2 The Role of Sponsorship in Tourism and Hospitality Marketing
				11.5.2.1	 Sponsorship of an Event or a Tourism Activity By a Non-tourism Organisation
				11.5.2.2	 Sponsorship of a Non-tourism Event By a Tourism Organisation
			11.5.3 The Advantages and Disadvantages of Sponsorship
		References
			Further Reading
	12: Digital Marketing in Tourism and Hospitality
		12.1 Introduction
		12.2 Digital Marketing
			12.2.1	 Advantages of Digital Marketing
			12.2.2	 The 5Ds of Digital Marketing
			12.2.3	 Digital Marketing Domains
				12.2.3.1	 Business to Consumer
				12.2.3.2	 Business to Business
				12.2.3.3	 Consumer to Consumer
				12.2.3.4	 Consumer to Business
			12.2.4	 Digital Media: Content Marketing, and Owned, Paid, and Earned Media
				12.2.4.1	 Content Marketing
				12.2.4.2	 Owned Media
				12.2.4.3	 Paid Media
				12.2.4.4	 Earned Media
		Industry Insight 12.1 7 Holiday.­com: The most Sought-After Dot-Com Domain Name
		Industry Insight 12.2 A Typology of Social Networking Users
		Industry Insight 12.3 Sea Point Promenade AR Exhibits
		Industry Insight 12.4 Wetravelsolo Travel App
		Industry Insight 12.5 YouTube Video Informs Tourists How to Stay Safe in a Terrorist Attack
		12.3 Summary
		In-Depth Case Study 12: Travel Influencers Driving Tourism Marketing
			Objectives
			Case Study Questions and Activities
		References
			Further Reading
V: Understanding Tourism and Hospitality Marketing Issues
	13: Quality Service Experiences Through Internal and Relationship Marketing
		13.1 Internal Marketing
			13.1.1 The Internal Marketing Programme
				13.1.1.1 Creating a Service-Oriented Culture
					Industry Insight 13.1 the Falcon Rock Hotel’s Service-Oriented Approach
				13.1.1.2 Developing Recruitment and Training Schemes
					Industry Insight 13.2 Sun City’s Staff Selection Process
					Industry Insight 13.3 E-training for Holiday Inn Express Staff
				13.1.1.3 Disseminating Marketing Information to Employees
				13.1.1.4 Rewarding and Honouring Employees
		13.2 Relationship Marketing
			13.2.1 What is Relationship Marketing?
			13.2.2 Importance of Relationship Marketing
				13.2.2.1 Revenue from Repeat Business
				13.2.2.2 The Costs of Acquiring New Consumers
				13.2.2.3 Increase in Employee Satisfaction
				13.2.2.4 Regular Consumers Spend More Money than Non-regular Consumers
			13.2.3 The Principles of Relationship Marketing
				13.2.3.1 Identifying Consumer Markets
				13.2.3.2 Devising a Relationship Marketing Planning Strategy
				13.2.3.3 Focusing on Quality
				13.2.3.4 Maintaining Customer Retention and Loyalty
				13.2.3.5 Using Relationship Marketing Strategies
					Industry Insight 13.4 Hyatt gives away miles
					Industry Insight 13.5 The National Arts Festival’s Artbucks Loyalty Club
					Industry Insight 13.6 Avis Preferred® Loyalty programme
			13.2.4 Relationship Marketing and Technology
				13.2.4.1 Affiliate Marketing
				13.2.4.2 Permission Marketing
				13.2.4.3 Social Media
					Industry Insight 13.7 TripAdvisor: The world’s Most Popular Travel Website
		13.3 Delivering Service Quality/a Quality Experience
			13.3.1 What is Quality?
			13.3.2 Benefits of Quality Customer Service
				13.3.2.1 Retaining Consumers
				13.3.2.2 Retaining Good Employees
				13.3.2.3 Avoidance of Price Competition
				13.3.2.4 Reducing Complaints
			13.3.3 The Gaps Model of Service Quality
				13.3.3.1 Gap 1: Consumer Expectations–Management Perception
				13.3.3.2 Gap 2: Management Perceptions–Service Quality Specifications
				13.3.3.3 Gap 3: Service Quality Specifications–Service Delivery
				13.3.3.4 Gap 4: Service Delivery–External Communications
				13.3.3.5 Gap 5: Perceived Service–Delivered Service
		13.4 Service Blueprinting
			13.4.1 Building a Service Blueprint
			13.4.2 Consumers’ Journey Map
		13.5 Measuring and Controlling Service Quality in Tourism
			13.5.1 SERVQUAL
				13.5.1.1 Reliability
				13.5.1.2 Assurance
				13.5.1.3 Tangibles
				13.5.1.4 Empathy
				13.5.1.5 Responsiveness
			13.5.2 Importance–Performance Analysis
			13.5.3 Online Customer Satisfaction Research
		Case Study 13 Quality Service Experiences: Hays Travel: Looking after Employees Looking after Customers
			Objectives
			Case Study Questions and Activities
		References
			Further Reading
	14: Marketing Tourism Destinations
		14.1 Introduction
		14.2 The Concept of Destination Marketing
			14.2.1 What is a Destination?
		14.3 The Role of Destination Marketing Organisations
			14.3.1 Challenges Facing DMOs
				14.3.1.1	 Lack of Control Over the Marketing Mix
				14.3.1.2	 Access to Funding
				14.3.1.3	 Politics and Diverse Needs of Stakeholders
				14.3.1.4	 Fragmentation of the Industry
				14.3.1.5	 Creating Differentiation
				14.3.1.6	 Applying the Principles of Branding to a Destination
				14.3.1.7	 Safety, Security, Public Health Issues
				14.3.1.8	 Lack of a Database
			14.3.2 The Activities of DMOs
				14.3.2.1	 Devising a Destination Marketing Campaign
				14.3.2.2	 Building a Brand Identity
				14.3.2.3	 Positioning the Destination
				14.3.2.4	 Visitor Relationship Marketing
				14.3.2.5	 Education, Organising Workshops, and Attending Travel Trade Shows
				14.3.2.6	 Conducting Destination Marketing Research
		14.4 Destination Image
		14.5 The Tourism Area Life Cycle
		14.6 Destination Branding
			14.6.1 Brand Elements
				14.6.1.1	 Destination Name
				14.6.1.2	 Destination Logo
				14.6.1.3	 Destination Slogan
		14.7 Destination Promotional Mix
			14.7.1 Advertising
			14.7.2 Sales (Personal Selling)
			14.7.3 PR and Publicity
			14.7.4 Sales Promotion and Merchandising
			14.7.5 Product Placement
			14.7.6 Digital Marketing
				14.7.6.1	 Creating Content
				14.7.6.2	 A DMO Website
				14.7.6.3	 SEM and SEO
				14.7.6.4	 Social Media
				14.7.6.5	 Apps
				14.7.6.6	 E-mail
				14.7.6.7	 Other Tools
		14.8 Marketing Events to Attract Visitors
		References
			Further Reading
Index