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Tourism Marketing for Cities and Towns Using Branding and Events to Attract Tourists

ISBN-10: 075067945X
ISBN-13: 9780750679459
Edition: 2006
Authors: Bonita M. Kolb
List price: $63.95 Buy it from $22.23
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Description: A comprehensive and accessible coverage of marketing theory with an emphasis on developing the branded destination. The text offers ideas on how to create the branded package, to analyse the urban tourist product, target the correct visitor group,  More...

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Book details

List price: $63.95
Copyright year: 2006
Publisher: Routledge
Publication date: 3/13/2006
Binding: Paperback
Pages: 328
Size: 5.75" wide x 8.50" long x 0.75" tall
Weight: 1.210
Language: English

A comprehensive and accessible coverage of marketing theory with an emphasis on developing the branded destination. The text offers ideas on how to create the branded package, to analyse the urban tourist product, target the correct visitor group, plan the promotion and evaluate the impact.

Dr Brent Davies is Professor of International Leadership Development at the University of Hull . He is also a Professorial Fellow at the University of Melbourne, Visiting Professor at the Institute of Education (University of London), Special Professor at the University of Nottingham and a Faculty Member of the Centre on Educational Governance at the University of Southern California. He is an Associate Director of the Specialist Schools and Academies Trust. nbsp;Brent spent the first ten years of his career working as a teacher in South London. He then moved into higher education and now works exclusively on leadership and management development programmes for senior and middle managers in schools. He was Director of the International MBA in School Leadership at Leeds Metropolitan University. He then took up a post at the University of Lincolnshire and Humberside to establish the first Chair in Educational Leadership and create the International Educational Leadership Centre in Lincoln. He moved to the University of Hull in 2000 to establish the International Leadership Centre. In 2004 he transferred within the University to become a research professor in leadership development at the Hull University Business School.Dr. Bonita Kolb received her BA from Alaska Pacific University in Anchorage, Alaska. She then moved to San Francisco, California where she received her master's and PhD from Golden Gate University. Dr. Kolb was not always in academia. In the past she ran a business in Alaska, designed educational programs for refugees in California and was a financial analyst at Bank of America world headquarters. After receiving her PhD, she started her teaching career with Northern Arizona University at their campus in Yuma. After a year, she joined Antioch University's McGregor Graduate Center teaching finance in the MBA program. Dr. Kolb then accepted a position at the University of Westminster in London where she managed the MA in International Finance program run jointly with CERAM in Sophia-Antipolis, France. Returning to the States she managed the MBA program at Long Island University in Brooklyn. She moved to Lycoming College because she wanted to work more closely with undergraduate students. Dr. Kolb has written several books that focus on marketing and nonprofits. Her latest book is Marketing Research for Non-profit, Creative and Community Organizations. She has also published articles in the International Journal of Arts Management, the Journal of Cultural Economics, and the Journal of Nonprofit and Voluntary Sector Marketing. Dr. Kolb continues to teach in Europe and in fall 2008 received a Fulbright Specialist Grant to travel to Tallinn, Estonia to teach post-graduate students from the Estonian Academy of Music and Theatre and the Sibelius Academy in Helsinki, Finland. Insider Info: Dr. Kolb always has at least ten projects going on simultaneously. In her spare time she restores houses and serves on community boards.

Preface
Tourism to Cities and Towns
Tourism Marketing Defined
History of Urban Tourism
Growth in Urban Tourism
Tourism and Economic Development
Economic Health of Cities and Tourism Development
Marketing Concepts Applied to Tourism
The City as a Product
The Urban Marketing Process
Analyzing the City's Tourism Potential
Consumer Behavior and the Purchase Process
Travel Intermediaries and the Purchase Process
Targeting Visitor Segments
Targeting Travel Intermediaries
Branding the City's Image
Using the Brand
Promoting the Brand
Summary
Strategic Tourism Marketing Plan Worksheet
References
Marketing Theory and the External Environment
The Evolution of Marketing Theory
The Production Approach
The Sales Approach
The Consumer Approach
Tourism Marketing and the Consumer Approach
Marketing's Relationship to the External Environment
Components of the Macro Environment
Components of the Micro Environment
Environmental Scanning Methods
Direct Contact Method
Research Method
Scanning the Macro Environment
Economic Environment
Social Environment
Demographic Environment
Scanning the Micro Environment
Business Community
Civic Community
Government Officials
Summary
External Environmental Analysis Worksheet
References
Tourism Product Analysis
Importance of Product Analysis
Adapting the Product
Core, Supporting, and Augmented Products
Involving the Community
Stakeholder Analysis
Forming the Tourism Committee
Conducting a Product Analysis
The City as a Tourist Product
First Impression Analysis
Core Product Analysis
Supporting Product Analysis
Augmented Product Analysis
Analyzing Competing Cities
Competitor Analysis
Summary
Product Worksheet
References
Strategic Analysis
Information Available from Environmental Scanning
Information Available from Product Analysis
The SWOT Analysis Tool
Determining Strengths
Determining Weaknesses
Analyzing Opportunities
Analyzing Threats
Conducting a SWOT Analysis
The SWOT Process
Goals, Strategy, and Plans for Developing a Tourist Sector
Consumer Strategic Focus
Product Strategic Focus
Price Strategic Focus
Place Strategic Focus
Promotion Strategic Focus
Combining Strategies
Mission Statement
Summary
SWOT Planning Worksheet
SWOT Agenda Worksheet
Strategic Focus Worksheet
Mission Statement Worksheet
References
Segmenting and Targeting Potential Tourists
The Marketing Process
Segmentation and Targeting
Defining Terms
The Process
Undifferentiated, Concentrated, and Differentiated Targeting Strategies
Undifferentiated Strategy
Concentrated Strategy
Differentiated Strategy
Segmentation Methods
Choosing a Segmentation Method
Usage Segmentation
Business Travelers
Friends and Family
Day/Weekend Tourists and Traditional Vacationers
Demographic Segmentation
Age and Gender
Ethnicity
Income
Family Stage
Religion
Psychographic Segmentation
VALS Model
Gallup Tourism Model
Social Class
Geographic Segmentation
Targeting Cultural Tourists
Benefits Desired by Cultural Tourists
Cultural Tourists and Services
Summary
Segmentation Worksheet
References
Tourist Purchase Behavior
Buyer Decision Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Process
Postpurchase Evaluation
High-Involvement and Low-Involvement Purchase Decisions
High-Involvement Purchase Decisions
Low-Involvement Purchase Decisions
Level of Involvement and Promotion
Consumer Motivation
Maslow's Hierarchy of Needs
Maslow and Consumer Purchasing
Maslow and Tourism Marketing
Meeting Physiological and Safety Needs
Meeting Belonging Needs
Meeting Self-Esteem Needs
Meeting Self-Actualization Needs
The Product Life Cycle
The Introduction of Cities
The Growth of Cities
The Maturity of Cities
The Decline of Cities
Diffusion of Innovation
Summary
Maslow Worksheet
Purchase Process Worksheet
References
Tourism Research
The Importance of Conducting Marketing Research
Marketing Research Issues
The Research Process
The Research Question
Deciding on Sources of Information
Quantitative and Qualitative Data
Choosing the Research Approach
Descriptive Research Approach
Exploratory Research Approach
Causal Research Approach
Research Methods
Traditional Survey
Survey Distribution
Interviews
Focus Groups
Projective Techniques
Observation
Experimentation
Research Design
Designing the Research Sample
Sampling Methods
Conducting the Research
Reporting the Findings
The Research Report
Summary
Research Proposal Worksheet
References
Packaging the Tourism Product
The Role of Packaging in Tourism Marketing
Advantages Packages Offer to Visitors
Advantages Packages Offer to Cities
Developers of Tourist Packages
Classification of Packages
Components of a Successful Package
Pricing the Package
Breakeven Analysis
Distributing the Package
Travel Intermediaries and Purchasing
Travel Intermediaries Purchase Process
Travel Intermediaries and Distribution
Tour Operators
Conference Planners and Trade Associations
Corporate Travel Departments
Trade Intermediaries and Information Needs
Summary
Worksheet on Development of Packages
References
Branding Tourism Destinations
The Challenges of Promoting Services to Tourists
Service Characteristics
Intangibility of Services
Perishability of Services
Heterogeneity of Services
Inseparability of Services
Communicating the Marketing Message
Communication Strategies
Communication Process
Communicating Product Features, Benefits, and Values
Branding
Successful Brands
Brand Creation
Specialized Branding Models
Changing a Negative Image
Positioning the Product
Summary
Worksheet on Branding
References
Advertising and Public Relations
Integrated Marketing Communication
The Promotion Tasks
Informative Promotion Message
Persuasive Promotion Message
Reminder Promotion Message
Advertising
Advantages and Disadvantages of Advertising
Criteria for Successful Advertising
Creating the Advertisement
Ad Techniques
Media Planning
Advantages and Disadvantages of Media Choices
Cost of Media
Promotional Brochures
Criteria for Successful Brochures
Cost of Brochures
Checking the Printed Material
Distributing the Brochure
Public Relations
Functions of Public Relations
Public Relations Tools
Media Kits
Press Release
Publicity Photographs
Speeches
Sponsorship
Summary
Advertising Plan Worksheet
Public Relations Plan Worksheet
References
Sales Incentives, Direct Marketing, and Website Development
Sales Incentives
Sales Incentive Tools
Price Deals
Contests and Sweepstakes
Premiums
Frequency Programs
Direct Marketing
Advantages of Direct Marketing
Obtaining Customer Information
Direct Marketing Methods
Direct Mail
Opt-in Email
Direct Marketing and Sales Incentives
Website Development
Tourism Office Website
Website Advantages
Website Design
Addressability
Interactivity
Memory
Design Process
Website Components
Website Testing
Website Addresses
Summary
Sales Incentive Worksheet
Website Design Worksheet
References
Trade Promotion, Budgeting, and Collaboration
Trade Promotion Mix
Personal Selling
Skills Needed for Personal Selling
Personal Selling Process
Prospecting and Preapproach
Presentation
Objections, Closing, and Follow-up
Familiarization Trips
Steps in Developing a Fam Tour
Trade Shows
Personal Selling at Trade Shows
Trade Show Success
The Marketing Budget
Budgeting Methods
Percentage of Sales
Competitive Parity
Objective and Task
Difficulties in Establishing Tourism Budgets
Working Collaboratively
Advertising Agencies
Working with Consultants
Marketing Partnerships
Collaborating with Neighboring Cities
Collaborating with the State Tourism Office
Summary
Trade Promotion Worksheet
References
Index

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