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Strategic Marketing in Tourism Services

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ISBN-10: 1780520700

ISBN-13: 9781780520704

Edition: 2012

Authors: Rodoula H. Tsiotsou, Ronald E. Goldsmith

List price: $73.99
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Tourism services all over the world currently face rapid changes due to market globalization, intensified competition and the dynamic evolution of new technologies. Moreover, it is expected that tourism will be one of the industries that will be most affected by the current recession. The long-term success of tourism services in such a fierce competitive and financially difficult environment depends not only on being able to satisfy customers' needs and desires, but to strategically respond to current global challenges. Therefore, strategic marketing becomes a necessary practice in contemporary tourism services firms. Strategic Marketing in Tourism Services focuses on marketing strategies…    
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Book details

List price: $73.99
Copyright year: 2012
Publisher: Emerald Publishing Limited
Publication date: 5/10/2012
Binding: Hardcover
Pages: 434
Size: 6.85" wide x 9.69" long x 1.10" tall
Weight: 1.892
Language: English

Ronald E. Goldsmith , Ph.D., is the Richard M. Baker Professor of Marketing in the College of Business at Florida State University where he teaches consumer behavior and marketing research. Most of his research focuses on personality's role in consumer behavior and measurement issues, especially in the areas of diffusion of innovations, consumer involvement, and services marketing. He was a co-editor (North America) for The Service Industries Journal from 1991 to 2010 . He has published over 150 articles in such journals as The Journal of Services Marketing , The Journal of Consumer Behaviour , The Journal of Advertising , The European Journal of Marketing , The Journal of Social Psychology…    

About the Editors
About the Authors
List of Contributors
Introduction to Strategic Marketing in Tourism
Target Marketing
Target Marketing and Its Application to Tourism
The Role of Market Segmentation in Strategic Tourism Marketing
Social Interactions as Basis for Segmenting the Tourism Market
Destination Branding Development: Linking Supply-Side and Demand-Side Perspectives
Place Branding: The Issue of a Narrowed Tourism Perspective
Destination Imagery: Examining Online Representative Dissonance in India
Destination Brand Equity Modelling and Measurement - A Summer Tourism Case From Sweden
Local Stakeholders' Image of Tourism Destinations: Outlooks for Destination Branding
Relationship Marketing
Implementing Relationship Marketing in Hospitality and Tourism Management
Customer Value in Tourism Services: Meaning and Role for a Relationship Marketing Approach
Identifying the Major Determinants of Loyalty in Tourism
Familiarity and Experience in Tourist Satisfaction and Loyalty Development
Experiential Marketing
Introduction to Experiential Marketing
Tourist Experience Development: Designed Attributes, Perceived Experiences and Customer Value
The Service-Dominant Logic Approach to Tourism Marketing Strategy
Marketing the Rural Tourism Experience
Destination Cross River
An Overview of the Main Innovations in E-Marketing
Information and Communication Technologies in Tourism: A Comparison for Travel Agents, Hotels and Restaurants
Exploring the Potential of Travel Reviews: Implications for Strategy Formulation and Implementation
Mobile Marketing in Tourism Services