Strategic Marketing in Hospitality and Tourism [electronic resource] : Building a 'SMART' Online Agenda

ISBN:

9781634820738

Title:

Author:

Chhabra, Deepak.

Personal Author:

Chhabra, Deepak.

Publication Information:

Hauppauge : Nova Science Publishers, Inc., 2015.

Physical Description:

1 online resource (276 p.)

Series:

Hospitality, Tourism and Marketing Studies

General Note:

Description based upon print version of record.

Contents:

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

Subject Term:

Hospitality industry -- Marketing -- Technological innovations.

Hospitality industry -- Marketing.

Tourism -- Marketing.

Format:

Electronic Resources

Electronic Access:

Click here to view book

Publication Date:

2015

Publication Information:

Hauppauge : Nova Science Publishers, Inc., 2015.

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Shelf Number	Material Type	Copy	Shelf Location	Status
338.4791	1:E-BOOK	1	1:ON-DEMAND	Searching... Unknown

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Summary

This book is a grand probe into the dynamic and evolving nature of strategic marketing in the hospitality and tourism industry. Strategic dimensions of marketing are presented and Internet is treated as an important part of the strategic marketing iceberg to promote a hybrid marketing stance by incorporating traditional marketing techniques. Multiple components of marketing are identified to formulate a strategic online marketing model that is resilient and holds potential to adapt as contemporary environments change. This book is unique in that it proposes a broader treatment of online marketing initiatives by integrating its various dimensions and treating social media both as a cash cow and as a crucial investment tool within an integrated tourism system environment. Special insights are offered on sustainability perspectives/initiatives, contemporary social media marketing strategies, and growth of mobile systems. The distinct characteristics of this piece of scholarly work lie in its: 1) update of the most recent progress made in the field of strategic marketing with special emphasis on online marketing strategies, 2) presentation of a strategic online marketing model that embraces a holistic tourism systems approach, 3) offering global insights into the manner strategic online marketing perspectives are pursued by different tourism sectors, and 4) developing a smart marketing paradigm that integrates different tourism sectors to promote value chain offerings in a sustainable manner. Particularly, this book makes a unique contribution to existing literature by furthering the strategic online marketing model to embrace a smart systems perspective.