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Marketing Tourism Destinations A Strategic Planning Approach

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ISBN-10: 0471540676

ISBN-13: 9780471540670

Edition: 1992

Authors: Ernie Heath, Geoffrey Wall

List price: $102.95
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Book details

List price: $102.95
Copyright year: 1992
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/14/1992
Binding: Hardcover
Pages: 240
Size: 6.34" wide x 9.21" long x 0.84" tall
Weight: 1.122
Language: English

Gustave Flaubert (18211880), the younger son of a provincial doctor, briefly studied law before devoting himself to writing, with limited success during his lifetime. After the publication of Madame Bovaryin 1857, he was prosecuted for offending public morals. Geoffrey Wall is author of the critically acclaimed Flaubert: A Life and translated Madame Bovary for Penguin Classics. Roger Whitehouse has taught at the Sorbonne and at Bolton Institute, where he is a research fellow.

The Context
Framework for Tourism Planning and Marketing
Situation Analysis
Environmental Analysis
Resource Analysis
Regional Goal Formulation
Mission Statement Development
Regional Strategy Formulation
Tourism Business Unit Analysis and the Development of a Product Portfolio
Regional Growth Strategies
Target Marketing Strategy
Defining and Analyzing Product Markets
Target Marketing
Regional Positioning Strategy
Regional Marketing Mix Strategy
Regional Organization Design
Management Supporting Systems
A Regional Information System
A Regional Planning System
A Regional Evaluation System
Environment and Resource Analysis
The Importance of a Regional Tourism Organization and Environmental Adaptation
Regional Environmental Analysis
Analyses of Macro-Environmental Factors
The Economic Environment
The Sociocultural Environment
The Political Environment
The Technological Environment
The Ecological Environment
Market Analysis
Competitor Analysis
Regional Environmental Scanning
Benefits of Environmental Scanning
Regional Environmental Scanning Techniques
The Preparation of an Environmental Analysis
Resource Analysis
The Internal Environment
Regional Goal and Strategy Formulation
Regional Goal Formulation
Regional Mission Statement Development
Guidelines for Mission Statement Development
Regional Mission Statements in Practice
Goal Setting
The Development of Tourism Goals within Broader Regional Goals
Guidelines for Regional Goal Development
The Development of Regional Objectives
Regional Strategy Formulation
Product Portfolio Strategy
The Boston Consulting Group Portfolio Approach
The General Electric Portfolio Approach
The Regional Tourism Portfolio Model
The Industry-Attractiveness Analysis Matrix
A Critical Analysis of the Portfolio Approaches
Significance of the Portfolio Tools
Product Portfolios and the Development of Regional Strategies
Strategies for a Region's Product Portfolios
Regional Product-Market Expansion Strategy
Target Marketing and Regional Positioning Strategy
Market Segmentation in the Regional Context
The Importance of Market Segmentation
Assumptions Underlying Market Segmentation
Bases for Segmenting Tourism Markets
Geographic Segmentation
Socioeconomic and Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Steps in Selecting Market Segments
Criteria for Effective Segmentation of Tourism Markets
Target Marketing
Regional Targeting Options
Limitations on the Selection of Regional Target Markets
Specific Tourism Market Segments in Canada
Specific Tourism Market Segments in South Africa
The Conference Market
The Black Tourist Market
Regional Positioning Strategy
Examples of Positioning Strategies
Steps in Developing a Regional Positioning Strategy
Regional Marketing Mix Strategy
Prerequisites for Effective Regional Marketing Mix Development
The Components of the Regional Marketing Mix
Product Strategy
Nature and Characteristics of the Regional Tourism Product
Product Mix Decisions
Managing Existing Regional Tourism Products
New Product Development
Criteria for Deciding on New Products
The Product Life Cycle Concept
The Product Life Cycle as a Guideline for Strategy
Extension of the Product Life Cycle
Pricing Strategy
Tourists' Perception of Price
The Role of Price in the Marketing Mix
Setting Pricing Objectives
Choosing Pricing Strategies
Cost-oriented Pricing
Competition-oriented Pricing
Demand-oriented Pricing
Pricing Strategies for New Tourism Products
Distribution Strategy
The Tourism Distribution System
The Choice of Distribution Channels
Promotion Strategy
Promotion as a Key Strategic Variable
Developing a Regional Promotional Strategy
Identifying Target Audiences
Determining Promotional Objectives and Tasks
Determining the Promotional Appropriation
Determining the Promotional Mix
The Promotion Mix
Evaluation and Control of the Promotional Program
Regional Organization and Management Supporting Systems
Regional Tourism Organizations
The Role of Regional Tourism Organizations in Regional Tourism Development
Regional Organization Design
The Relationship between Regional Tourism Organizations and Other Regional Bodies
Regional Management Supporting Systems
A Regional Marketing Information System
A Conceptual Framework for a Regional Tourism Marketing Information System
The Implementation of a Regional Tourism Marketing Information System
A Regional Planning System
The Benefits of a Formal System for Planning
The Format of a Regional Tourism Planning System
Designing the Planning System
A Procedure for Developing the Initial Planning System
A Regional Marketing Evaluation System
Annual Plan Evaluation
Feasibility Evaluation
Strategic Evaluation
A Guide to Conducting a Regional Strategic Marketing Audit
Utilization of the Regional Tourism Audit
Summary and Conclusions
Introduction (Chapter 1)
A Framework for Tourism Planning and Marketing (Chapter 2)
Environment and Resource Analysis (Chapter 3)
Regional Goal and Strategy Formulation (Chapter 4)
Target Marketing and Regional Positioning Strategy (Chapter 5)
Regional Marketing Mix Strategy (Chapter 6)
Regional Organization and Management Supporting Systems (Chapter 7)