STRATEGIC MARKETING IN HOSPITALITY AND TOURISM: BUILDING A 'SMART' ONLINE AGENDA; STRATEGIC MARKETING IN HOSPITALITY AND TOURISM: BUILDING A 'SMART' ONLINE AGENDA; Library of Congress Cataloging-in-Publication Data; CONTENTS; ACKNOWLEDGMENTS; PREFACE; REFERENCES; Chapter 1: TOURISM MARKETING IN THE CONTEMPORARY ERA; DEFINING MARKETING TODAY; A TOURISM SYSTEM PERSPECTIVE; CONTEMPORARY TRENDS IN MARKETING; PROGRESS IN TOURISM MARKETING; GOVERNANCE AND CORPORATE SOCIAL RESPONSIBILITY; SUPPLY CHAIN; BRAND PERSONALITY; RELATIONSHIP MARKETING: LOYALTY AND TRUST; TECHNOLOGY IN TOURISM

SIGNIFICANCE OF STRATEGIC PLANNING IN MARKETINGSUMMARY; REFERENCES; Chapter 2: THE POWER OF WORD OF MOUTH COMMUNICATIONS; EARLY THEORIES OF TOURISM; THE WORD OF MOUTH PHENOMENA; MANAGING WOMCOMMUNICATIONS; ELECTRONIC WORD OF MOUTH; CHALLENGES AND ETHICAL CONCERNS ASSOCIATED WITH EWOM; SUMMARY; REFERENCES; Chapter 3: SOCIAL MEDIA THEORIES; CLASSIFICATION MODEL; SELF- DISCLOSURE; TECHNOLOGY ACCEPTANCE MODEL; HEDONIC CONSUMPTION THEORY; AFFORDANCE THEORY; INTEGRATED SOCIAL MEDIA MODEL; SUMMARY; REFERENCES; Chapter 4: STRATEGIC ONLINE MARKETING MODEL; FUNDAMENTAL COMPONENTS OF ICT

ETHICAL PRODUCTIONETHICAL CONSUMPTION; ENVIRONMENT ANALYSIS; BRAND PERSONALITY; SERVICE QUALITY; COMMUNICATION MIX; SOCIAL MEDIA EFFECTIVENESS; SUMMARY; REFERENCES; Chapter 5: ONLINE MARKETING IN HOSPITALITY AND RELATED SERVICES; SERVICE QUALITY; SERVICE INNOVATIONS; HUMAN RESOURCE MANAGEMENT; DEMAND CAPACITY MANAGEMENT; ONLINE INITIATIVES; ONLINE MARKETING INITIATIVES; DISCUSSION; SUMMARY; REFERENCES; Chapter 6: ONLINE MARKETING IN THE TRANSPORTATION INDUSTRY; MAIN MODES OF TRANSPORTATION; THE AIRLINE INDUSTRY; THE RAIL INDUSTRY; THE CRUISE INDUSTRY; AUTOMOBILE INDUSTRY

ONLINE MARKETING INITIATIVES BY AIRLINES &RAILWAYSDISCUSSION; SUMMARY; REFERENCES; Chapter 7: ONLINE MARKETING BY TRAVEL INTERMEDIARIES; INTERMEDIARIES TODAY; STRATEGIC ONLINE MARKETING INITIATIVES OF TRAVEL AGENTS; DISCUSSION; SUMMARY; REFERENCES; Chapter 8: ONLINE MARKETING IN NATURE-BASED TOURISM -A PARKS PERSPECTIVE; PARKS; ONLINE STRATEGIC MARKETING INITIATIVES; DISCUSSION; SUMMARY; REFERENCES; Chapter 9: ONLINE MARKETING BY HERITAGE ATTRACTIONS; CONTEMPORARY HERITAGE TOURISM TRENDS; SUPPLY CHAIN MANAGEMENT; HERITAGE TOURISM AND TECHNOLOGY/SOCIAL MEDIA

APPLYING THE STRATEGIC ONLINE MARKETING MODELDISCUSSION; SUMMARY; REFERENCES; Chapter 10: ONLINE MARKETING INITIATIVES BY DESTINATION MARKETING ORGANIZATIONS; CHALLENGES ASSOCIATED WITH DESTINATION MARKETING; COLLABORATIONS; DESTINATION IMAGE; DESTINATION BRANDING; ONLINE DESTINATION MARKETING; ONLINE MARKETING EVALUATIONS; DISCUSSION; SUMMARY; REFERENCES; Chapter 11: CONCLUSION: STRATEGIZING ONLINE MARKETING; CONTEMPORARY STRATEGIC ONLINE MARKETINGINITIATIVES BY TOURISM SECTORS; INFLUENCE OF MACRO ENVIRONMENT FACTORS; ROLE OF SEARCH ENGINES; POPULAR SOCIAL MEDIA APPLICATIONS

STRATEGIZING SOCIAL MEDIA