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Marketing Communications in Tourism and Hospitality Concepts, Strategies and Cases

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ISBN-10: 0750682779

ISBN-13: 9780750682770

Edition: 2009

Authors: Scott McCabe, Conrad Lashley

List price: $62.95
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Description:

The rapid diffusion of technology in tourism and hospitality, coupled with the fragmenting and consolidating nature of tourism and hospitality sector, has demanded an increased emphasis on the marketing communication strategies in order to meet the changing and challenging demands of modern consumers and for companies to maintain a competitive edge. Marketing Communications for Tourism and Hospitality: concepts, strategies and cases is the first text to discuss this vital discipline specifically for the tourism and hospitality industry. Using specific contemporary case studies, such as lastminute.com, Starwood and Easyjet, it explains and critiques the practice and theory with relation to this industry. It provides readers with a critical theoretical overview of the role that communication places in the delivery and representation of hospitality and tourism services, and provides a practical guide to techniques and skills needed to develop, understand, interpret and implement communications strategies within a management context. The complex and dynamic situation being faced by many hospitality and tourism organisations means that there is a greater need to focus in on communication techniques in order succeed and maintain profitability. For example, the rise in independent booking amongst the developed marketplaces for tourism and hospitality means that organisations must reach out directly to their target audiences. Similarly consumers experienced behaviour and attitude in respect of their awareness of marketing strategies and selling techniques, means that hospitality and tourism businesses must radically re-think the messages they employ and the values they communicate to a knowing audience. Marketing Communications for Tourism and Hospitality provides: * a systematic and cohesive text on marketing communications in the hospitality and tourism field which could form the basis of a complete module on communications strategies; * an overview of the underlying theories of communication to allow students and managers to develop their skills in communications to contribute to the effective marketing of the organisation; * detailed and extensive international case studies of strategies to support the teaching and learning function of the text and provide illustrative and worked through examples. * The first systematic and cohesive text on marketing communications in the hospitality and tourism field * Detailed and extensive international case studies of strategies illustrate the theories and shows examples of good and bad practice, such as lastminute.com, Starwood and Easyjet. * Provides an overview of the underlying theories of communication to allow students and managers to develop their skills in communications to contribute to the effective marketing of the organisation.
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Book details

List price: $62.95
Copyright year: 2009
Publisher: Routledge
Publication date: 12/12/2008
Binding: Paperback
Pages: 320
Size: 7.50" wide x 9.75" long x 0.50" tall
Weight: 1.584
Language: English

Tourism and hospitality as a communicative act
The communications context
Communications theories
Communications theories
Communications and the consumer
Marketing communications and strategy development
Brand strategies and communication
The communications planning process
Segmentation, targeting and positioning
Methods of marketing communication I
Methods of marketing communication II
Methods of marketing communications III
Case studies: online communications
Case studies: international communications
Case studies: communications for SMME's
Case studies: changing attitudes through communications
Conclusions