1Preface
783.9.2 Communicating the Plan
2Chapter
793.10 Case Study: The Failure of Roots Air: 3.10.1 The Failure of Roots Air
31 The Global Tourism Marketing Environment
803.11 Exercise
41.1 Introduction
81Chapter
51.2 Snapshot - War as a tourism attraction in Vietnam
824 Marketing Research
61.3 The Influence of Marketing on Tourism
834.1 Objectives
71.3.1 Marketing
844.2 Introduction
81.3.2 International Marketing
854.3 Applied Research in Tourism and Hospitality
91.3.3 Tourism Marketing
864.4 Stages in the Research Process
101.3.4 Marketing Services
874.4.1 Identifying and Defining the Problem
111.3.5 The Marketing Mix for Services
884.4.2 Investigating Available Sources
121.4 Key Players in the Global Tourism Industry
894.4.3 Developing the Research Plan
131.4.1 Private and Non-profit Sector Services
904.4.4 Data Collection
141.4.2 Public Sector Services
914.4.5 Data Analysis
151.4.3 Transportation
924.4.6 Presenting Research Results
161.4.4 The Airline Industry
934.5 Research Methodology
171.4.5 The Cruise Industry
944.6 Primary Research
181.4.6 Railways
954.6.1 Qualitative Research Techniques
191.4.7 Food and Beverage Services
964.6.2 Unstructured Situations
201.4.8 Attractions
974.6.3 Structured Situations
211.5 Influences on the Tourism Marketing Environment
984.6.4 Quantitative Research Techniques
221.5.1 Microenvironment
994.6.5 Questionnaire Design
231.5.2 Macroenvironment
1004.6.6 Sampling
241.6 Case Study: The Influence of Politics on Tourism: The Case of Myanmar
1014.7 Common Research Errors
251.7 Exercise
1024.7.1 Not Including Enough Qualitative Information
26Chapter
1034.7.2 An Improper Use of Sophisticated Statistical Analysis
272 Consumer Behavior
1044.7.3 A representative of the Population
282.1 Learning Objectives
1054.7.4 Problems with Interpretation
292.2 On completion of this chapter, you should understand
1064.7.5 Effective Use of Marketing Research in Decision-making
302.3 Introduction
1074.8 Exercise
312.4 Factors Influencing Consumer Behavior
108Chapter
322.4.1 Motivation
1095 The Tourism and Hospitality Product
332.4.2 Need
1105.1 You Will Learn About
342.4.3 Beliefs
1115.2 Objectives
352.4.4 Attitudes
1125.3 Introduction
362.4.5 Perception
1135.4 The conceptualization of tourism and hospitality
372.4.6 Culture
1145.4.1 Product Levels
382.4.7 Age and Gender
1155.4.2 Physical Evidence and the Servicescape
392.4.8 Social Class
1165.5 Product Planning
402.5 The Buying Process
1175.5.1 Product Mix
412.5.1 Extended Problem Solving
1185.5.2 Product Life Cycle
422.5.2 Limited Problem Solving
1195.5.3 Positioning
432.5.3 Habitual Problem Solving
1205.6 Branding
442.6 Post-purchase behavior
1215.7 Packaging
452.7 Organizational Buyer Behavior
1225.7.1 New Product Development
462.7.1 Decision-making for Organizations
1235.7.2 Market Penetration
472.7.2 The Behavior of Business Travellers
1245.7.3 Market Development
482.7.3 Global Trends in Consumer Behavior
1255.7.4 Product Development
492.7.4 Learning and Enrichment
1265.7.5 Diversification
502.7.5 Ethical Products
1275.8 Approaches to New Product Development
512.7.6 Nostalgia
1285.9 Exercise
522.7.7 Health Consciousness
129Chapter
532.7.8 Customization
1306 Marketing Communications: The Role of Advertising and Sales Promotion
542.7.9 Convenience and Speed
1316.1 What You Will Learn
552.7.10 The Unpredictable
1326.2 Objectives
562.7.11 Spiritual Enlightenment
1336.3 Introduction
572.7.12 Service Quality
1346.4 Marketing Promotion Tools
582.7.13 Experiences
1356.5 The Communication Process
592.8 Case Study Rites of Passage: Schoolies Week in Queensland, Australia
1366.6 How Communication Works
602.9 Exercise
1376.7 Integrated Marketing Communications (IMC) in Tourism
61Chapter
1386.8 Push and Pull Promotional Strategies
623 Developing a Marketing Plan
1396.9 Tourism Advertising
633.1 Objectives
1406.9.1 Defining Advertising
643.3 Introduction
1416.9.2 Developing an Advertising Programme
653.4 The Corporate Connection
1426.10 Snapshot: 6.10.1 Promoting Cheddar Caves & Gorge
663.5 Analysis and Forecasting
1436.11 Sales Promotions
673.5.1 Portfolio Analysis
1446.11.1 Samples
683.5.2 Competitor Analysis
1456.11.2 Coupons
693.5.3 Segmentation Analysis
1466.11.3 Gift Certificates
703.5.4 Forecasting
1476.11.4 Premiums
713.6 Setting Marketing Goals and Objectives
1486.11.5 Point-of-Purchase Displays
723.7 Marketing Strategy: Targeting and Positioning
1496.11.6 Patronage Rewards
733.7.1 Targeting
1506.11.7 Joint Promotions
743.7.2 Positioning
1516.12 Exercise
753.8 Tactics and Action Plans
152Appendix
763.9 Applying the Marketing Mix
153Glossary
773.9.1 Marketing Control
154Index
