Marketing for tourism and hospitality : collaboration, technology and experiences / Alan Fyall, Patrick Legohérel, Isabelle Frochot and Youcheng Wang.

Cover image for Marketing for tourism and hospitality : collaboration, technology and experiences / Alan Fyall, Patrick Legohérel, Isabelle Frochot and Youcheng Wang.

ISBN:

9781138121294

Title:

Marketing for tourism and hospitality : collaboration, technology and experiences / Alan Fyall, Patrick Legohérel, Isabelle Frochot and Youcheng Wang.

Author:

Fyall, Alan, author.

Personal Author:

Fyall, Alan, author.

Physical Description:

593 pages : colour illustrations ; 25 cm.

Contents:

Revisiting traditional approaches to the marketing of tourism and hospitality / Alan Fyall and Kenneth Deptula -- The need for change: the dynamics of the global tourism and hospitality industry / Alan Fyall -- Collaboration, technology and experiences: drivers for change in the marketing of tourism and hospitality / Alan Fyall and Kenneth Deptula -- Collaboration marketing: partnerships, networks and relationships / Alan Fyall and Kenneth Deptula -- Technology and marketing: social media and beyond / Youcheng Wang -- Experiential marketing: a question of co-creation / Isabelle Frochot -- New trends in tourism and hospitality consumption / Isabelle Frochot -- Services characteristics and processes / Isabelle Frochot -- Looking beyond quality / Isabelle Frochot -- Delving deep into the experience / Isabelle Frochot -- Consumer intelligence searching: emerging tools, methodologies, and techniques / Isabelle Frochot -- Marketing strategy / Patrick Legohérel -- Market segmentation, targeting and positioning / Patrick Legohérel -- International marketing strategy / Patrick Legohérel -- Marketing destinations / Youcheng Wang -- Innovation and new tourism and hospitality products, services and experiences / Patrick Legohérel -- Pricing and revenue management / Patrick Legohérel -- Image and branding / Youcheng Wang -- Customer relationship management: loyalty and social networks / Patrick Legohérel -- Channels of distribution / Youcheng Wang -- Media, public relations and marketing communications / Youcheng Wang -- The future of tourism and hospitality marketing / Alan Fyall.

Subject Term:

Tourism -- Marketing.

Hospitality industry -- Marketing.

Added Author:

Legohérel, Patrick,

Frochot, Isabelle,

Wang, Youcheng.,

Format:

Books

Publication Date:

2019

Publication Information:

Abingdon, Oxon ;

New York, NY :

Routledge,

2019.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
647.940688 FYA	Not for loan	1	Standard shelving location	Searching... Unknown

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Summary

The marketing landscape has changed dramatically in recent years, especially for tourism and hospitality practitioners. Marketing for these industries is now a multi-dimensional, collaborative venture driven by technological change and the growing demand for authentic co-created experiences.

Marketing for Tourism and Hospitality provides students with a contemporary, accessible and useful resource as they prepare to encounter the complexities and challenges of tourism and hospitality marketing globally. A clear articulation of the changing landscape, a comprehensive introduction to the three underpinning themes of collaboration, technology and experiences, and a plentiful supply of international case material provide students with an enjoyable and digestible resource that is both academically rigorous and practice-oriented, helping them prepare for day-to-day problems in the dynamic world of marketing.

This contemporary, challenging and highly applied text is an indispensable resource for all students of tourism and hospitality degree programmes.

Author Notes

Alan Fyall is Orange County Endowed Professor of Tourism Marketing and Graduate Programs' Director at the Rosen College of Hospitality Management, University of Central Florida, USA.

Patrick Legohérel is Professor at the School of Hotel and Tourism Management (ESTHUA), University of Angers, France, where he teaches tourist behaviour, marketing strategy, pricing and revenue management in hospitality and tourism, international marketing.

Isabelle Frochot is a senior lecturer at the University of Savoie, France, where she teaches tourist behaviour, experiential tourism, branding and international tourism.

Youcheng Wang is William C. Peeper Preeminent Professor in Destination Marketing and Dean of the Rosen College of Hospitality Management, University of Central Florida, USA.