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Books > Business & Economics > Industry & industrial studies > Service industries > Hospitality industry > Hotel & catering trades
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Marketing Communications in Tourism and Hospitality - Concepts, Strategies and Cases (Paperback)
Price: R765
Discovery Miles 7 650
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Marketing Communications in Tourism and Hospitality - Concepts, Strategies and Cases (Paperback)
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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
toa 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.
* Packed with detailed and extensive international case studies of
strategies which illustrate the theories and clearly show examples
of good and bad practice, such as lastminute.com, Starwood and
Easyjet
* Provides a clear overview of the underlying theories of
communication to allow students and managers to develop their
skills in communications and contribute to the effective marketing
of their organisation
* Essential reading for hospitality management and tourism
students, and an invaluable resource for marketing practitioners in
this growth area
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