Marketing in Travel and Tourism [Paperback]

'The book is a much-needed contribution.' Annals of Tourism Research 'The seasoned travel marketing executive will find new insights in the book, as well as the distinctive requirements of marketing a tourist destination, attraction, hotel, airline or
tour package.' Journal of Travel Research
'Marketing in Travel and Tourism puts all past and present offerings on the same subject in the shade and will surely become the classic work of reference for the next decade.' Tourism Management
`Students studying tourism marketing for the first time will find this an invaluable introduction to the subject...distinguished by its thorough, insightful coverage of the main issues, all vigorously supported with examples from the travel and tourism
trade worldwide today.' Helen Danvers, Leeds Metropolitan University

'This is an excellent marketing textbook which in addition to covering general principles of marketing supplies excellent case studies.'
Lecturer in tourism, University of Surrey

Marketing in Travel and Tourism explains the concepts and principles of marketing as they are increasingly being applied in the travel and tourism industry.

Numerous examples are used throughout the text, which are drawn from recent practice in several countries. Further additions to the second edition include new chapters on campaign planning and budgeting; performance evaluation and monitoring and over ten case studies (e.g. Canadian Government Tourist Office, South Pacific Islands, Old Sturbridge, Boston, V & A Museum, British Midland/ SAS, Southern Sun Hotels, Australia). Victor Middleton is a Director of Ventures Consultancy and Visiting Professor at Oxford Brookes University where he is also Director of the World Travel and Tourism Environment Research Centre.

Explains the concepts and principles of marketing
Extensive use of case histories and examples
A classic work of reference

International examples and case studies drawn from recent practice in several countries are used throughout the text. Case studies emphasising the role of ICT include: Microburners, Travel Inn (budget hotels), RCI Europe, the Balearic Islands, and ICT and the role of the Internet in international NTO strategies.With its comprehensive content and user friendly style, Marketing in Travel and Tourism third edition takes ther reader from an initial definition of the subject matter through to the application of marketing in the travel and tourism industry, discussing crucial components such as planning strategy and the marketing mix, making it an indispensable text for both students and practitioners alike. --This text refers to an out of print or unavailable edition of this title.

Alan is Reader in Tourism Management in the International Centre for Tourism & Hospitality Research, and Head of Research for the School of Services Management at Bournemouth University, UK. Alan has published widely with his areas of expertise spanning the management of attractions, heritage tourism and destination management. Alan has co-edited Managing Visitor Attractions: New Directions (2003) published by Butterworth Heinemann, while he has co-authored Tourism Marketing: A Collaborative Approach (2005) and the third edition of Tourism Principles and Practice (2005) published by Channel View and Prentice Hall respectively. Alan has recently completed a number of projects for external clients in the South West of England exploring suitable structures for emerging Destination Management Organisations and has conducted work in the Caribbean and Southern Africa for the Commonwealth Secretariat.