1Preface
242Direct Attitude Survey
2Overview of Travel Marketing & Tourism
243Historical Analysis of Passenger Yields
3Chapter 1. Exploring The Tourism Industry
244Testing the Market Requirements
4Abstract
245Conjecture
51.1 Know About Tourism
2468.3 Pricing Schemes and Policies
61.2 Enchanting Traveling
2478.3.1 Prestige Pricing (or Price Skimming)
71.2.1 Types of Travellers
2488.3.2 Penetration Pricing
81.2.2 Ability to Travel
2498.3.3 Cost-Based Pricing
9Age
2508.3.4 Volume Pricing
10Stage in the family life cycle
2518.3.5 Differential Pricing
11Political stability and peace
2528.3.6 Uniform Pricing
121.2.3 Growing Demand
2538.4 Revenue Dilution
131.3 Tourism Product
2548.5 Price Determinants
141.4 Transportation Analysis
2558.5.1 Organisational and Purchasing Objectives
151.4.1 Air Travel
2568.5.2 Pricing Objectives
161.4.2 Water-Borne
257Profit margin maximization
17Inland Water Transport
258Profit maximization
18Ocean Water Transport
2598.5.3 Payment
191.4.3 Land Transport
2608.5.4 Additional Retailing Mix Variables
20Roadways
2618.5.5 Market Demand
21Railways
262Surveys
221.5 Lodging Facility
263Experiments : Observations
231.5.1 Hotel Stay and the Corporate Strings
2648.5.6 Competition
241.5.2 Hotels
265Direct competitors
251.5.3 Motels
266Indirect Competitors
261.5.4 Floating Hotels
267Replacement Competitors
271.5.5 Comfort and Luxury: Consortia Policies
2688.5.7 Statutory and Administrative Concerns
281.5.6 Distinct Cuisine
2698.6 Inquiries
291.5.7 Farmhouse Accommodation and Agri-Tourism
2708.7 Summary
301.5.8 Camping and Caravanning
271Chapter 9. Pricing and Revenue Management
311.5.9 Time-Share Accommodation Feature
272Abstract
321.5.10 Industrial Visit Stay
2739.1 Introduction to Revenue Management
331.5.11 Shared Accommodation for AirBnB Model
2749.2 Setting Yield Management
341.6 Subsidiary Services
2759.2.1 Benefits of Yield Management
351.6.1 Digital Marketing and Tourism Publications
276Increased Revenue
361.6.2 Public Service and Facilities
277Reduced Errors
371.6.3 Monetary Services
2789.3 Differential Pricing: 9.3.1 Types of Differential Pricing
381.6.4 Food and Drinks
2799.4 Fare (Seat) Mix Management
391.6.5 Entertainment
2809.5 Other Non-Pricing Strategies : 9.5.1 Airline Overbooking Statements
401.6.6 Native Amenities
2819.6 Integrating Yield Management
411.6.7 Education and Coaching
2829.7 Customer-Centric Yield Management
421.6.8 Tourist Guides and Courier Services
2839.7.1 The Business Passengers’ Terms
431.7 Economics and Division: 1.7.1 Travel Agency Operations
2849.7.2 The Leisure Passengers’ Requirements
441.8 Tourism Organisations and Stakeholders: 1.8.1 National Tourism Offices
2859.8 Revenue Management Mechanisms
451.9 Tourist Destinations
2869.9 Fundamental Criteria for Strong Yield Management
461.9.1 Highlights of Tourist Places
2879.9.1 Employees
47Access
2889.9.2 New Data-Driven Systems
48Accommodation
289The Yield Management System
49Attractions
290Historic Bookings
50Activities
291Flown Data
51Amenities
292The Reservation System
521.9.2 Offbeat Destinations Types
293Culture
531.10 Summary
2949.10 Inquiries
541.11 Inquiries
2959.11 Summary
55Chapter 2. Customer Relation and Desires
296The Airline Product
56Abstract
297Chapter 10. The Airline Business
572.1 Introduction
298Abstract
582.2 Grounds for Market Research
29910.1 What is the Airline Business?
592.3 Determining the requirements of the customers
30010.2 Features of the Airline Product
602.4 The Marketing Research Process
30110.2.1 Short-Haul Passengers
612.5 Problem Representation and Research outcomes
30210.2.2 Long-Haul Passengers
622.5.1 Exploratory
30310.2.3 Understanding the Business Travel Market
632.5.2 Descriptive
30410.2.4 Common Flyer Services
642.6 Research Plan Model
30510.2.5 Comfort of Travel Market
652.6.1 Why to Plan a Proper Model?
30610.3 Consumer Service
662.6.2 Market Research Techniques : Survey Questionnaires
30710.3.1 Customer Service at the Point of Sale
672.6.3 Sampling
308Prompt Attention
68Population
309Courtesy
69Census
31010.3.2 Online Engagement with Customers
70A Sample
311Special Requirements
71A Statistic
312Extra Services
72A Parameter
31310.3.3 Customer Service at the Airport (Home and Destination)
73Level of Confidence
31410.3.4 Inflight Facilities
74Limits of Accuracy
31510.3.5 Post-Flight Facilities
752.6.4 Probability and Non-Probability Samples
31610.4 Total Quality Concept
76Convenience sampling
31710.5 Inquiries
77Snowball Sampling or Referral Sampling
31810.6 Summary
78Judgmental Sampling or Purposive Sampling
319Chapter 11. Airline Schedules Planning and Route Development
792.7 Role of Research
320Abstract
802.7.1 Deep Introduction
32111.1 Proper Planning for Airline Services
812.7.2 The Research Agency’s Proposal
32211.2 Corporate Plan and Schedules Plan
82(a) Statement of objectives
32311.3 Objectives for the system
83(b) Description
32411.3.1 Client Comfort
84(c) Reporting
32511.3.2 Productivity of Human Resources
85(d) Costs
32611.3.3 High Aircraft Utilisation
862.8 Implementation of the Research Role
32711.3.4 High Charge Determinants
872.9 Data Analysis
32811.3.5 High Rate
882.10 Research Report
32911.3.6 Need for Maximum Connections
892.10.1 Implementing a Model
33011.3.7 Steady Timing Control
902.10.2 Presenting the Model
33111.4 Planning Process
912.11 Summary
33211.5 Scheduling Compulsions
922.12 Inquiries
33311.5.1 Slot Problems
93Chapter 3. The Marketing Environment
33411.5.2 Night Curfews
94Abstract
33511.5.3 Trade Organization
953.1 Why to lead in Marketing?
33611.5.4 Pool Agreements/Joint Venture Agreements
963.2 Environmental Nature
33711.5.5 Need of Peak Surcharges
973.3 Macro Environmental Issues
33811.5.6 Resources Requirements
983.3.1 Political, Legal, and Regulatory Issues
33911.5.7 Standby Arrangements
993.3.2 The Economic Issues
34011.5.8 Common Operational Conditions
1003.3.3 Social Issues
34111.6 Various Routing Designs
1013.3.4 Technological Issues
34211.6.1 The Hub and Spoke System
1023.4 Micro Environmental Issues
34311.6.2 The Triangular System
1033.4.1 Capital Structure
34411.6.3 The Linear System
1043.4.2 Sources
34511.7 Inquiries
1053.4.3 Inclinations
34611.8 Summary
1063.4.4 Aims and Objectives
347Chapter 12. Aircraft Operating Costs and Profitability
1073.4.5 Marketing Intermediaries
348Abstract
1083.5 Identifying Competition : 3.5.1 Analysing Competition
34912.1 Essentials
1093.6 Summary
35012.2 Airlines’ Price Structure
1103.7 Inquiries
35112.3 Direct Operating Costs (DOCs)
111Case 1: The Aviation Industry’s Regulatory Environment
35212.3.1 Fuel and Lubricant
112Forms of Regulation
35312.3.2 Subsistence Costs
113Deregulation and Liberalisation
35412.3.3 Arrival Charges
114Competition in the Deregulated Airline Market
35512.3.4 En-Route (Including Navigation) Costs
115Chapter 4. Market Segmentation, Targeting, and Positioning
35612.3.5 Marketing Fees
116Abstract
35712.3.6 Team Expenses : Traveler and Cargo Commission
1174.1 Understanding the Market
35812.3.7 Airport Load Fees
1184.2 Market Segmentation
35912.3.8 Inflight Catering
1194.3 The Benefits of Segmentation
36012.3.9 General Passenger Expenses
1204.4 Segmentation Analysis and Associated Variables
36112.4 Indirect Operating Costs
1214.4.1 Demographic Segmentation
36212.4.1 Aircraft Standing Commissions
1224.4.2 Geographic Segmentation
36312.4.2 Flight Crew Pay
1234.4.3 Psychographic Segmentation
36412.4.3 Cabin Crew Pay
1244.4.4 Behavioural Segmentation
36512.4.4 Maintenance operation (In-House Labour)
1254.4.5 Product-Related Segmentation
36612.4.5 Managing Prices at Base Stations
1264.5 Fundamentals of Effective Market Segmentation
36712.5 Depreciation
1274.5.1 Measurability
36812.6 Effects of the Airline Environment on Aircraft Operating Charges
1284.5.2 Materiality
36912.6.1 Division Length : Utilisation
1294.5.3 Receptiveness
37012.6.2 Fleet Size
1304.5.4 Actionability
37112.6.3 Work Costs
1314.6 Conventional Marketing Strategy
37212.7 Impact on Operating Costs
1324.6.1 An Undifferentiated Marketing Strategy: A Differentiated Marketing Strategy
37312.7.1 Vehicle Capability
1334.6.2 Concentrated Marketing
37412.7.2 Company Counterpart
1344.7 E-Tourism: The Future of the Digital Age
37512.7.3 Motor Number
1354.8 Targeted Segmentation Through Mobile Devices
37612.7.4 Aircraft Dimensions
1364.9 Product Positioning
37712.7.5 Aircraft Speed
1374.10 Summary
37812.7.6 Span of Aircraft
1384.11 Inquiries
37912.8 Cost Comparison Parameters and Profitability Analysis
139Chapter 5. Integrated Marketing Communications
38012.8.1 Cost Per Aircraft Kilometre, Seat Kilometre, and Tonne Kilometre
140Abstract
38112.8.2 The Break-Even Load Factor
1415.1 Need for IMC in the Tourism Industry
38212.8.3 Profitability and the Break-Even Load Factor
1425.2 Need for Communication in Marketing
38312.8.4 Return on Capital Employed
1435.3 Choosing the Right Communication Channels
38412.9 Inquiries
1445.4 Advertising Media
38512.10 Summary
1455.4.1 Rising Advertising Campaigns
386Chapter 13. Destination Branding Process
146The Percentage of Sales Method
387Abstract
147The Competitive Parity Method
38813.1 What is the Destination Branding Process?
148The Task and Investment Method
38913.2 Phases in Building a destination brand
1495.4.2 Outsourcing Marketing Communications
39013.2.1 Destination Brand Equity
150Benefits of Outsource Marketing
39113.2.2 How to Measure Brand Equity
151Process of Outsource Marketing
392Financial
1525.4.3 Evaluating Advertising Strategy
393Product Value
153Clear Goals
394Brand Audit
154Metrics Evaluation
39513.2.3 Brand Association - Keller’s Brand Equity Model
155Selection of Right Tools
39613.3 Destination Brand Identity
1565.5 Public Relations and Media attention
39713.4 Destination Brand Personality
1575.5.1 Publicity Strategy
39813.5 Destination Brand Architecture
1585.5.2 Customer Reviews and Ratings
39913.6 Strategic Brand Management
1595.6 Sales Progressions
40013.6.1 Why is Strategic Brand Management Important?
1605.7 Targeting Particular Traffic : 5.7.1 Assessing Sales Agents
40113.6.2 The Strategic Brand Management Process
1615.8 Direct Marketing
402Planning process identification
1625.8.1 Advantages of Direct Marketing
403Brand positioning establishment
1635.8.2 Disadvantages of Direct Marketing
404Brand marketing program implementation
1645.9 Interactive Marketing
405Brand performance measurement and interpretation
1655.9.1 Types of Interactive Marketing
406Brand equity growth and sustainment
166Interactive Storytelling
40713.6.3 The External Customer Brand Perspective
167Personalized Content
40813.6.4 The Internal Brand Perspective
168Layered Information
40913.6.5 Other Branding Models
169Two-Way Interaction
41013.7 Destination branding on the website
1705.9.2 Benefits of Interactive Marketing
41113.7.1 Tips for Successful Destination Branding on the Website
1715.9.3 Challenges of Interactive Marketing
412Set Clear Goals
1725.10 Engineering the Integrated Marketing Communications Drive
413Optimize the Website
1735.10.1 The Market
414Video Marketing
1745.10.2 The Mission
415Promotion
1755.10.3 The Message
41613.7.2 Benefits of a Destination Website Strategy in Tourism
1765.10.4 The Media
41713.8 Role of Government: 13.8.1 Stakeholder Power in Destination Branding
1775.10.5 The Money
41813.9 Challenges in destination branding: 13.9.1 Re-branding a Destination
1785.10.6 Measurement
41913.10 Positioning- An element of destination branding
1795.11 Inquiries
42013.10.1 What is Positioning?
1805.12 Summary
42113.10.2 Internal Destination Positioning
181Chapter 6. Tourism Distribution Channels
42213.10.3 Benefits of Positioning a Destination
182Abstract
42313.10.4 Positioning Strategies
1836.1 Requirement of Tourism Distribution Channel
42413.10.5 Positioning Approaches
1846.2 Exceptional Distributive Chain
425Effective Positioning
1856.3 Air Travel Distribution
426Marketing Positioning
1866.4 Computer Reservation Systems: 6.4.1 Global Distribution Systems
427Psychological positioning
1876.5 Online Sales via Websites
428Objective positioning
1886.5.1 Components of Travel Websites
429Subjective positioning
189Attraction
43013.10.6 Steps in Positioning a Destination Branding
190Activities
43113.11 Destination competitiveness as a positioning tool
191Accessibility
43213.12 Repositioning strategies for a destination
192Accommodation
43313.12.1 Steps in Repositioning a Destination
193Amenities
43413.12.2 Sustaining a Competitive Position for a Destination
194Sockets
43513.13 Image as an element of Destination Branding
195Personalized lavatories
43613.13.1 Developing a Destination-brand Image
1966.5.2 Travel Search Engines
43713.13.2 Factors that Impact the Image of a Destination
197Price Alerts
43813.14 Inquiries
198Flight Deal Websites
43913.15 Summary
199Flexibility
440Travel Trends in the Wake of Covid-19
200Bonus Tip
441Chapter 14. New Normal Travel
2016.6 Recent Advancements in Travel Distribution
442Abstract
2026.7 The Future of Travel Distribution
44314.1 Travel Ban
2036.8 Summary
44414.2 Decline of International Tourists
2046.9 Inquiries
44514.3 Case Study I
205Chapter 7. Effective Marketing Audit and Strategy Planning
44614.4 Travel and Tourism trends
206Abstract
44714.4.1 Artificial Intelligence
2077.1 Importance of Strategy Planning
44814.4.2 Use of Robots
2087.2 How to make Strategic Planning?
44914.4.3 CyberSecurity
2097.3 Different Strategic Plans
45014.4.4 Internet of Things
2107.4 Marketing Plans
45114.4.5 Virtual Reality
2117.5 Performance Measurement
45214.5 Defining New Norms
2127.5.1 How Performance Management Works
45314.5.1 Slot Travel Options
213Non-Financial Display Indicators
45414.5.2 Choose Adapted Destinations
214Benefits
45514.6 Case Study II: 14.6.1 Travel and Tourism and the U.S. Economy before the Pandemic
215Drawbacks
45614.7 Return of Tourism Globally
2167.6 The Balanced Scorecard Approach
45714.8 Inquiries
217Financial
45814.9 Summary
218Travelers
459Glossary
219Internal Processes
460References
220Organizational Capacity
461Index
2217.7 The Building Blocks Model
462A
2227.8 The Performance Pyramid
463B
2237.9 The Marketing Effectiveness Audit
464C
2247.9.1 Understanding the Philosophy of Travelers
465D
2257.9.2 Delivery of an Integrated and Effective Organisation
466E
2267.9.3 Sufficient Information
467F
2277.9.4 Vital Orientation
468G
2287.9.5 Dynamic Services
469H
2297.10 Inquiries
470I
2307.11 Summary
471J
231Understanding Economics Behind the Tourism Industry
472L
232Chapter 8. Tourism Supply and Demand
473M
233Abstract
474N
2348.1 Definition
475O
2358.2 Types of Demand
476P
2368.2.1 Effective Demand
477R
2378.2.2 Suppressed Demand
478S
2388.2.3 Determining Demand
479T
2398.2.4 Elastic Demand
480U
2408.2.5 Inelastic Demand
481V
2418.2.6 Airline Demand
482W
