Scott McCabe
Butterworth-Heinemann
Paperback
320
39722
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 marketing communication strategies: how they can meet the changing and challenging demands of modern consumers, and ultimately maintain a company's 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.
Butterworth-Heinemann
Paperback
320
39722
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 marketing communication strategies: how they can meet the changing and challenging demands of modern consumers, and ultimately maintain a company's 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.