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Tourism marketing : an Asia-Pacific perspective

book
posted on 06.12.2017, 00:00 authored by C Hsu, Gordon KillionGordon Killion, G Brown, M Gross, S Huang
"Tourism Marketing" provides a contemporary approach to formulating, implementing and monitoring marketing strategy for regional tourism marketers and small businesses, the latter comprising over 90 per cent of the 'tourism industry'. The principal aim of "Tourism Marketing" is to demonstrate how marketing principles apply in the tourism industry in Australia, New Zealand and the Asia-Pacific. This text will provide students with a thorough understanding of: a conceptual framework for tourism and travel marketing; the role and importance of destination marketing; organisations factors influencing tourism; demand and supply; characteristics of consumer-traveler; behaviour services; marketing in tourism; the role of marketing research in management; decision making approaches to branding, positioning and segmentation; the philosophy of integrated marketing communications; and performance metrics. -- Description

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

ISBN-10

047081490X

ISBN-13

9780470814901

Publisher

John Wiley & Sons Australia

Place of Publication

Milford, Qld.

Open Access

No

External Author Affiliations

Faculty of Arts, Humanities and Education; Hong Kong Polytechnic University; University of South Australia;

Era Eligible

No