Travel, tourism and hospitality marketing : theory and practice / Mark Anthony Camilleri.

ISBN:

9783319498485

Title:

Author:

Camilleri, Mark Anthony, 1976- 1976-, author.

Personal Author:

Camilleri, Mark Anthony, 1976- 1976-, author.

Publication Information:

Switzerland : Springer, 2017.

Physical Description:

213 pages : illustrations ; 24 cm.

Contents:

pt. I An Introduction to Travel Marketing -- 1.The Tourism Industry: An Overview -- 1.1.Introduction -- 1.2.Denning Tourism -- 1.2.1.The Nature of Tourism -- 1.2.2.The Ability to Travel -- 1.3.The Tourism Product -- 1.4.Transportation -- 1.4.1.Air Travel -- 1.4.2.Water-Borne Transportation -- 1.4.3.Land Transportation -- 1.5.Accommodation -- 1.5.1.Hotel Brands and the Corporate Chains -- 1.5.2.Consortia -- 1.5.3.The Bed and Breakfast (B & Bs) -- 1.5.4.Farmhouse Accommodation and Agri-Tourism -- 1.5.5.Camping and Caravanning -- 1.5.6.Second Homes and Time-Share Accommodation -- 1.5.7.Educational Accommodation -- 1.5.8.The AirBnB Model of Shared Accommodation -- 1.6.Ancillary Services -- 1.6.1.Tourist Publications and Online Content -- 1.6.2.Public Service and Amenities -- 1.6.3.Financial Services -- 1.6.4.Food and Beverage -- 1.6.5.Entertainment -- 1.6.6.Retail Facilities -- 1.6.7.Education and Training --

Contents note continued: 1.6.8.Tourist Guides and Courier Services -- 1.7.Sales and Distribution -- 1.7.1.Travel Agency Operations -- 1.8.Tourism Organisations and Their Stakeholders -- 1.8.1.National Tourism Offices -- 1.9.Tourist Destinations -- 1.9.1.Key Elements of Tourist Destinations -- 1.9.2.Different Types of Destinations -- 1.10.Questions -- 1.11.Summary -- 2.Understanding Customer Needs and Wants -- 2.1.Introduction -- 2.2.The Rationale for Market Research -- 2.3.Assessing the Customers' Needs and Wants -- 2.4.The Marketing Research Process -- 2.5.Defining the Problem and the Research Objectives -- 2.6.Designing the Research Plan -- 2.6.1.Market Research Techniques -- 2.6.2.Sampling -- 2.6.3.Probability or Random Samples -- 2.6.4.Non-Probability Samples -- 2.7.Research----Whose Job Is It? -- 2.7.1.Preparing a Brief -- 2.7.2.The Research Agency's Proposal -- 2.8.Implementation of the Research Plan -- 2.9.Data Analysis --

Contents note continued: 2.10.Preparation and Presentation of a Research Report -- 2.11.Questions -- 2.12.Summary -- 3.The Marketing Environment -- 3.1.Introduction -- 3.2.Environmental Scanning -- 3.3.The Macro Environment -- 3.3.1.Political, Legal and Regulatory Issues -- 3.3.2.The Economic Issues -- 3.3.3.Social Issues -- 3.3.4.Technological Issues -- 3.4.Micro Environment -- 3.4.1.Capital Structure -- 3.4.2.Resources -- 3.4.3.Capabilities -- 3.4.4.Company Aims and Objectives -- 3.4.5.Marketing Intermediaries -- 3.5.Identifying Competition -- 3.5.1.Analysing Competition -- 3.6.Questions -- 3.7.Summary -- Appendix 1 -- 4.Market Segmentation, Targeting and Positioning -- 4.1.Introduction -- 4.2.The Market Segment -- 4.3.Market Segmentation -- 4.3.1.The Benefits of Segmentation -- 4.4.Segmentation Variables -- 4.4.1.Demographic Segmentation -- 4.4.2.Geographic Segmentation -- 4.4.3.Psychographic Segmentation -- 4.4.4.Behavioural Segmentation --

Contents note continued: 4.4.5.Product-Related Segmentation -- 4.5.The Requirements for Effective Segmentation -- 4.5.1.Measurability -- 4.5.2.Substantiality -- 4.5.3.Accessibility -- 4.5.4.Actionability -- 4.6.Market Targeting -- 4.6.1.An Undifferentiated Marketing Strategy -- 4.6.2.A Differentiated Marketing Strategy -- 4.6.3.Concentrated Marketing -- 4.7.eTourism: Targeting Customers in the Digital Age -- 4.8.Targeted Segmentation Through Mobile Devices -- 4.9.Product Positioning -- 4.10.Questions -- 4.11.Summary -- 5.Integrated Marketing Communications -- 5.1.Introduction -- 5.2.Selecting the Right Communication Vehicles -- 5.3.Advertising -- 5.3.1.The Advertising Campaigns -- 5.3.2.Outsourcing Marketing Communications to an Advertising Agency -- 5.3.3.Evaluating Advertising Success -- 5.4.Public Relations and Publicity -- 5.4.1.Reviews and Ratings -- 5.5.Sales Promotions -- 5.6.Personal Selling -- 5.6.1.Evaluating Sales Representatives -- 5.7.Direct Marketing --

Contents note continued: 5.8.Interactive Marketing -- 5.9.Planning the Integrated Marketing Communications Campaign -- 5.9.1.The Market -- 5.9.2.The Mission -- 5.9.3.The Message -- 5.9.4.The Media -- 5.9.5.The Money -- 5.9.6.Measurement -- 5.10.Questions -- 5.11.Summary -- 6.Tourism Distribution Channels -- 6.1.Introduction -- 6.2.The Distributive Chain -- 6.3.Air Travel Distribution -- 6.4.Computer Reservation Systems -- 6.4.1.Global Distribution Systems -- 6.5.Online Sales via Websites -- 6.5.1.Elements of Travel Websites -- 6.5.2.Travel Search Engines -- 6.6.Latest Advances in Travel Distribution -- 6.7.The Future of Travel Distribution -- 6.8.Questions -- 6.9.Summary -- 7.Strategic Planning and the Marketing Effectiveness Audit -- 7.1.Introduction -- 7.2.Strategic Planning -- 7.3.The Strategic Plans -- 7.4.Marketing Plans -- 7.5.Performance Measurement -- 7.5.1.Non-Financial Performance Indicators -- 7.6.The Balanced Score Card Approach -- 7.7.The Building Blocks Model --

Contents note continued: 7.8.The Performance Pyramid -- 7.9.The Marketing Effectiveness Audit -- 7.9.1.The Customer Philosophy -- 7.9.2.An Integrated and Effective Organisation -- 7.9.3.Adequate Information -- 7.9.4.Strategic Orientation -- 7.9.5.Efficient Operations -- 7.10.Questions -- 7.11.Summary -- pt. II Tourism Economics -- 8.Tourism Supply and Demand -- 8.1.Introduction -- 8.2.Determining Demand -- 8.3.Elastic Demand -- 8.4.Inelastic Demand -- 8.5.Airline Demand -- 8.5.1.Direct Attitude Survey -- 8.5.2.A Historical Analysis of Passenger Yields -- 8.5.3.Market Test -- 8.5.4.Conjecture -- 8.6.Pricing Methods and Strategies -- 8.6.1.Prestige Pricing (or Price Skimming) -- 8.6.2.Penetration Pricing -- 8.6.3.Cost-Based Pricing -- 8.6.4.Volume Pricing -- 8.6.5.Differential Pricing -- 8.6.6.Uniform Pricing -- 8.7.Revenue Dilution -- 8.8.Price Determinants -- 8.8.1.Organisational and Marketing Objectives -- 8.8.2.Pricing Objectives -- 8.8.3.Cost Levels --

Contents note continued: 8.8.4.Other Marketing Mix Variables -- 8.8.5.Market Demand -- 8.8.6.Competition -- 8.8.7.Legal and Regulatory Issues -- 8.9.Questions -- 8.10.Summary -- 9.Pricing and Revenue Management -- 9.1.Introduction -- 9.2.Defining Yield Management -- 9.3.Differential Pricing -- 9.4.Fare (Seat) Mix Management -- 9.5.Non-Pricing Strategies -- 9.5.1.Airline Overbooking -- 9.6.Integrating Yield Management -- 9.7.Customer-Centric Yield Management -- 9.7.1.The Business Passengers' Requirements -- 9.7.2.The Leisure Passengers' Requirements -- 9.8.Revenue Management Mechanisms -- 9.9.The Essential Criteria for Successful Yield Management -- 9.9.1.Personnel -- 9.9.2.Data-Driven Systems -- 9.10.Questions -- 9.11.Summary -- pt. III The Airline Product -- 10.The Airline Business -- 10.1.Introduction -- 10.2.Aspects of the Airline Product -- 10.2.1.Short-Haul Passengers -- 10.2.2.Long-Haul Passengers -- 10.2.3.The Business Travel Market -- 10.2.4.Frequent Flyer Programmes --

Contents note continued: 10.2.5.The Leisure Travel Market -- 10.3.Customer Service -- 10.3.1.Customer Service at the Point of Sale -- 10.3.2.Online Engagement with Customers -- 10.3.3.Customer Service at the Airport (Home and Destination) -- 10.3.4.Inflight Services -- 10.3.5.Post-Flight Services -- 10.4.The Total Quality Concept -- 10.5.Questions -- 10.6.Summary -- 11.Airline Schedules Planning and Route Development -- 11.1.Introduction -- 11.2.Corporate Plan and Schedules Plan -- 11.3.Scheduling Objectives -- 11.3.1.Satisfy the Customer -- 11.3.2.Productivity of Human Resources -- 11.3.3.High Aircraft Utilisation -- 11.3.4.High Load Factors -- 11.3.5.High Frequency -- 11.3.6.Maximisation of Connections -- 11.3.7.Consistent Timings -- 11.4.The Schedules Planning Process -- 11.5.Scheduling Constraints -- 11.5.1.Slot Problems -- 11.5.2.Night Curfews -- 11.5.3.Industry Regulation -- 11.5.4.Pool Agreements/Joint Venture Agreements -- 11.5.5.Peak Surcharges --

Contents note continued: 11.5.6.Maintenance Requirements -- 11.5.7.Standby Arrangements -- 11.5.8.General Operational Requirements -- 11.6.Different Routing Patterns -- 11.6.1.The Hub and Spoke System -- 11.6.2.The Triangular System -- 11.6.3.The Linear System -- 11.7.Questions -- 11.8.Summary -- 12.Aircraft Operating Costs and Profitability -- 12.1.Introduction -- 12.2.The Airlines' Cost Structure -- 12.3.The Direct Operating Costs (DOCs) -- 12.3.1.Fuel and Oil -- 12.3.2.Maintenance Costs -- 12.3.3.Landing Fees -- 12.3.4.En-Route (Including Navigation) Fees -- 12.3.5.Handling Fees -- 12.3.6.Crew Expenses -- 12.3.7.Passenger and Cargo Commission -- 12.3.8.Airport Load Fees -- 12.3.9.Inflight Catering -- 12.3.10.General Passenger Related Costs -- 12.4.Indirect Operating Costs -- 12.4.1.Aircraft Standing Charges -- 12.4.2.Flight Crew Pay -- 12.4.3.Cabin Crew Pay -- 12.4.4.Maintenance Labour (In-House Labour) -- 12.4.5.Handling Costs at Base Stations -- 12.5.Overheads --

Contents note continued: 12.6.The Effects of the Airline Environment on Aircraft Operating Costs -- 12.6.1.Sector Length -- 12.6.2.Utilisation -- 12.6.3.Fleet Size -- 12.6.4.Labour Costs -- 12.7.Effect of Aircraft Design Characteristics on Operating Costs -- 12.7.1.Vehicle Efficiency -- 12.7.2.Crew Complement -- 12.7.3.Engine Number -- 12.7.4.Aircraft Size -- 12.7.5.Aircraft Speed -- 12.7.6.Age of Aircraft -- 12.8.Cost Comparison Parameters and Profitability Analysis -- 12.8.1.Cost Per Aircraft Kilometre, Seat Kilometre and Tonne Kilometre -- 12.8.2.The Load Factor -- 12.8.3.The Break-Even Load Factor -- 12.8.4.Profitability and the Break-Even Load Factor -- 12.9.Questions -- 12.10.Summary.

Subject Term:

Hospitality industry -- Marketing.

Tourism -- Marketing.

Format:

Books

Publication Date:

2017

Publication Information:

Switzerland : Springer, 2017.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
647.940688 CAM	Book	1	Standard shelving location	Searching... Unknown

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Summary

This book provides a comprehensive introduction to travel marketing, tourism economics and the airline product. At the same time, it provides an overview on the political, socio-economic, environmental and technological impacts of tourism and its related sectors. This publication covers both theory and practice in an engaging style, that will spark the readers'' curiosity. Yet, it presents tourism and airline issues in a concise, yet accessible manner. This will allow prospective tourism practitioners to critically analyze future situations, and to make appropriate decisions in their workplace environments. Moreover, the book prepares undergraduate students and aspiring managers alike with a thorough exposure to the latest industry developments.

"Dr. Camilleri provides tourism students and practitioners with a clear and comprehensive picture of the main institutions, operations and activities of the travel industry."
Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, Evanston/Chicago, IL, USA

"This book is the first of its kind to provide an insightful and well-structured application of travel and tourism marketing and economics to the airline industry. Student readers will find this systematic approach invaluable when placing aviation within the wider tourism context, drawing upon the disciplines of economics and marketing."
Brian King , Professor of Tourism and Associate Dean, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong

"The remarkable growth in international tourism over the last century has been directly influenced by technological, and operational innovations in the airlinesector which continue to define the nature, scale and direction of tourist flows and consequential tourism development. Key factors in this relationship between tourism and the airline sector are marketing and economics, both of which are fundamental to the success of tourism in general and airlines in particular, not least given the increasing significance of low-cost airline operations. Hence, uniquely drawing together these three themes, this book provides a valuable introduction to the marketing and economics of tourism with a specific focus on airline operations, and should be considered essential reading for future managers in the tourism sector."
Richard Sharpley , Professor of Tourism, School of Management, University of Central Lancashire, UK

"The book''s unique positioning in terms of the importance of and the relationships between tourism marketing, tourism economics and airline product willcreate a distinct niche for the book in the travel literature."
C. Michael Hall , Professor of Tourism, Department of Management, Marketing and Entrepreneurship, University of Canterbury, Christchurch, New Zealand

"A very unique textbook that offers integrated lessons on marketing, economics, and airline services. College students of travel and tourism in many parts of the world will benefit from the author''s thoughtful writing style of simplicity and clarity."
Liping A. Cai , Professor and Director, Purdue Tourism & Hospitality Research Center, Purdue University, West Lafayette, IN, USA

"An interesting volume that provides a good coverage of airline transportation matters not always well considered in tourism books. Traditional strategic and operational issues, as well as the most recent developments and emerging trends are dealt with in a concise yet clear and rational way. Summaries, questions and topics for discussion in each chapter make it a useful basis for both taught courses or self-education."
Rodolfo Baggio , Professor of Tourism and Social Dynamics, Bocconi University, Milan, Italy

"This is a very useful introductory book that summarises a wealth of knowledge in an accessible format. It explains the relation between marketing and economics, and applies it to the business of airline management as well as the tourism industry overall."
Xavier Font , Professor of Sustainability Marketing, School of Hospitality and Tourism Management, University of Surrey, UK and Visiting Professor, Hospitality Academy, NHTV Breda, Netherlands

"This book addresses the key principles of tourism marketing, economics and the airline industry. It covers a wide range of theory at the same time as offering real-life case studies, and offers readers a comprehensive understanding of how these important industries work, and the underpinning challenges that will shape their future. It is suitable for undergraduate students as well as travel professionals, and I would highly recommend it."
Clare Weeden , Principal Lecturer in Tourism and Marketing at the School of Sport and Service Management, University of Brighton, UK

"In the current environment a grasp of the basics of marketing to diverse consumers is very important. Customers are possessed of sophisticated knowledge driven by innovations in business as well from highly developed technological advances. This text will inform and update students and those planning a career in travel and tourism. Mark Camilleri has produced an accessible book, which identifies ways to accumulateand use new knowledge to be at the vanguard of marketing, which is both essential and timely."
Peter Wiltshier , Senior Lecturer & Programme Leader for Travel & Tourism, College of Business, Law and Social Sciences, University of Derby, UK

"This contemporary text provides an authoritative read on the dynamics, interactions and complexities of the modern travel and tourism industries with a necessary, and much welcomed, mixture of theory and practice suitable for undergraduate, graduate and professional markets."
Alan Fyall , Orange County Endowed Professor of Tourism Marketing, University of Central Florida, FL, USA

Author Notes

Dr Mark Anthony Camilleri is a resident academic at the University of Malta, where he lectures in an international master's programme in collaboration with King's College, University of London. Mark specialises in strategic management, marketing, research and evaluation. He successfully finalised his PhD (Management) in three years' time at the University of Edinburgh in Scotland - where he was also nominated for his "Excellence in Teaching". He holds a Master in Business Administration (with Distinction) from the University of Leicester (England) as well as airline qualifications from the International Air Transport Association (IATA), including an Advanced Diploma (International Travel Consultancy), Diploma in Travel and Tourism, Diploma in Airline Studies, among others. During the past years, Mark taught business and tourism subjects at under-graduate, vocational and post-graduate levels in Hong Kong, Malta, Spain, UAE and the UK. Dr Camilleri has published his research in reputable peer-reviewed journals. He is a frequent speaker and reviewer at the American Marketing Association's (AMA) Marketing & Public Policy conference, in the Academy of International Business (AIB in the Academy of Management (AoM)) and at the World Research Summit for Tourism and Hospitality. Mark is also a member of the academic advisory committee in the Global Corporate Governance Institute (USA). Dr Camilleri's first book, entitled: "Creating Shared Value through Strategic CSR in Tourism" (2013) was published in Germany. In 2017, he published: "Corporate Sustainability, Social Responsibility and Environmental Management: An Introduction to Theory and Practice with Case Studies" (2017). Moreover, he edited a U.S. publication, entitled: "CSR 2.0 and the New Era of Corporate Citizenship" (2017). His short contributions are often featured in popular media outlets such as: Business2Community, Social Media Today, Triple Pundit, CSRwire and the Shared Value Initiative. Having worked for more than twelve years in the airline industry, Mark has acquired professional experience in project management, strategic management, business planning (including market research), revenue management, customer relationship and database marketing to public relations, marketing communications, branding and reputation management (using both conventional tools and digital marketing).