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