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The International Marketing of Travel and Tourism By Francois Vellas

The International Marketing of Travel and Tourism
by Francois Vellas

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Tourism marketing has gone through fundamental changes. The pursuit of strategies based on global alliances, the breakdown of commercial borders and new technology have all facilitated tourism's commercialization. This is an examination of the changes in the international marketing of tourism.
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The International Marketing of Travel and Tourism Summary

The International Marketing of Travel and Tourism: A Strategic Approach by Francois Vellas

Tourism marketing has long been considered as a branch of traditional marketing. However, in recent years, tourism marketing has gone through fundamental changes: the pursuit of global strategies based on strategic alliances, the breakdown of commercial borders and advances in new technology have all facilitated the commercialisation of tourism products.
This book sets out to examine the changes shaping the international marketing of tourism and travel. The book begins in defining the role of international marketing in tourism and describes the strategic marketing process, from analysis and strategy formulation to implementation techniques. It provides the marketing theory for the rest of the text. Part two focuses on specific issues that are currently influencing tourism marketing. As such, it explains how technology is affecting the way tourism firms operate, the impact and influence of environmental awareness, human resource strategy and service quality on tourism marketing. Finally, it presents the strategic responses of each of the sub-sectors - hospitality, air transport, tour operation, travel agency and the tourism destination - to the pressures of the changing tourism industry.
The International Marketing of Travel and Tourism is aimed at final year undergraduate and postgraduate students of tourism providing a strategic approach to marketing within this growing sector.

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The International Marketing of Travel and Tourism Reviews

'...a good introductory overview of the subject matter.' - Paul Wilkinson, Annals of Tourism Research 'The editors have succeeded in presenting a collection of contributions that illustrate how far tourism marketing has evolved... Moreover, readers interested in the dynamics of influencing factors and responses will find this book a stimulating publication.' - Gui Santana, International Journal of Tourism 'The material is accessible and makes for interesting class discussion. The sections on strategy and future developments are particularly well developed and researched.' - Dr Denis Harrington, Waterford Institute of Technology, Eire 'Accessible and up-to-date coverage of key topics.' - Journal of the Institute of Travel and Tourism 'Excellent...This is one of the best Tourism Marketing texts I have read.' - Paul Blakey, University College, Warrington 'An excellent text, accessible and with good cases and a global approach. By locating marketing within a strategic management context, the book provides a welcome change from the more detached and mechanistic texts available.' - Dr Mike Robinson, University of Northumbria 'This book provides a sustained strategic focus within an international environment. A very good addition to the tourism marketing literature.' - Professor C.L. Jenkins, University of Strathclyde 'Very current and up-to-date...focuses on strategic issues unlike most tourism marketing texts.' - Dr Hudson, University of Brighton 'The first text that I am aware of that is tourism specific and aims to offer a strategic approach...a welcome edition.' - H.Horobin, Leeds Metropolitan University

About Francois Vellas

FRANCOIS VELLAS is Professor of International Tourism Economics a the University of Toulouse.

LIONEL BECHEREL is a management consultant specialising in tourism.

Table of Contents

PART ONE: OVERVIEW OF INTERNATIONAL TOURISM MARKETING PRINCIPLES.- The Marketing Concept and International Tourism Marketing.- Strategic Analysis and Strategy Formulation.- PART TWO: ISSUES AND TRENDS IN CONTEMPORARY TOURISM MARKETING.- The Impact of Technology on Tourism Marketing; P.Alford.- Green Strategies in the Tourism and Hospitality Industries; D.Diamantis & A.Ladkin.- The Influence of Human Resource on Tourism Marketing; E.Szivas.- Managing the Service Encounter: Consistent High Quality through `Internet Marketing'; G.McGrath
PART THREE: STRATEGIC MARKETING IN THE TOURISM SECTORS.- Strategic Marketing of Tourism Destinations; R.Batchelor.- Strategic Marketing in the Hospitality Sector; T.Knowles.- Strategic Marketing in the Air Transport Sector.- Strategic Marketing in the Tour Operator Sector; T.Knowles & P.Grabowski.- Strategic Marketing in the Travel Agency Sector; L.Andreu Simo & E.Bigne.- Future Trends in the Travel and Tourism Industry.

Additional information

The International Marketing of Travel and Tourism: A Strategic Approach by Francois Vellas
Francois Vellas
Used - Very Good
Palgrave Macmillan
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.