Ernie Heath, Geoffrey Wall

Marketing Tourism Destinations

A Strategic Planning Approach

• Gebundenes Buch

Produktbeschreibung

The global significance of tourism as an economic, environmental, and social force has never been greater. Modern methods of transportation enable growing numbers of people to travel to almost any area of the world; in the developed world, travel is now regarded as a right, rather than a privilege. Based on proven marketing principles, Marketing Tourism Destinations defines tourism and its "product" and examines the nature of tourist businesses, with an emphasis on planning for tourism development. Comprehensive, readable chapters discuss such topics as: * Regional goal and strategy formulation * The strategic marketing planning framework * Environment and resource analysis * Target marketing and regional positioning strategy * Regional marketing mix strategy and more, with cases and examples applicable to different parts of the world. From its thorough introduction, through each extensively referenced section to the final summary chapter with its valuable recommendations for regional tourism organizations, Marketing Tourism Destinations is an important step forward in the literature of tourism marketing and planning.

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Produktdetails

• Verlag: Wiley
• Seitenzahl: 240
• Erscheinungstermin: 16. April 1992
• Englisch
• Abmessung: 235mm x 157mm x 19mm
• Gewicht: 551g
• ISBN-13: 9780471540670
• ISBN-10: 0471540676
• Artikelnr.: 22089368

Autorenporträt

Ernie Heath is Director of Tourism Promotion for the South AfricanTourist Board, in Pretoria. Previously, he was Director of theInstitute for Planning Research at the University of PortElizabeth, South Africa. Geoffrey Wall is Professor of Geography at the University ofWaterloo, Canada. He has written several books on tourism and isinternationally known as a research scholar.

Inhaltsangabe

Framework for Tourism Planning and Marketing.
Environment and Resource Analysis.
Regional Goal and Strategy Formulation.
Target Marketing and Regional Positioning Strategy.
Regional Marketing Mix Strategy.
Regional Organization and Management Supporting Systems.
Summary and Conclusions.
References.
Index.