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While tourism is a key economic generator for many countries,
emerging economies are confronted with additional challenges that
those well-established destinations in North America, Australia and
Europe normally don't have to contend with. The potential for
terrorism, political unrest, natural disasters, accidents - not to
mention epidemics - have the potential to derail tourism in
emerging economies. To mitigate these risks, emerging destinations
need well-coordinated management and marketing strategies. However,
most texts on tourism destination marketing reflect destinations in
more advanced countries. This book acknowledges the fact that
emerging tourist destinations have unique characteristics and
challenges, which have implications for destination marketing.
Highlighting the marketing challenges, best practices and
strategies relevant to emerging economies, this book covers core
topics such as image creation and branding, destination marketing
during crises and pandemics, market segmentation and the travel
decision making process among others. Providing up to date
knowledge on an otherwise under-explored topic, this collection is
ideal reading for upper-level students, researchers and
policymakers.
While tourism is a key economic generator for many countries,
emerging economies are confronted with additional challenges that
those well-established destinations in North America, Australia and
Europe normally don't have to contend with. The potential for
terrorism, political unrest, natural disasters, accidents - not to
mention epidemics - have the potential to derail tourism in
emerging economies. To mitigate these risks, emerging destinations
need well-coordinated management and marketing strategies. However,
most texts on tourism destination marketing reflect destinations in
more advanced countries. This book acknowledges the fact that
emerging tourist destinations have unique characteristics and
challenges, which have implications for destination marketing.
Highlighting the marketing challenges, best practices and
strategies relevant to emerging economies, this book covers core
topics such as image creation and branding, destination marketing
during crises and pandemics, market segmentation and the travel
decision making process among others. Providing up to date
knowledge on an otherwise under-explored topic, this collection is
ideal reading for upper-level students, researchers and
policymakers.
Market positioning and branding has evolved from a peripheral
process in the marketing effort to a critical process in any
strategic planning initiative. Effective positioning will result in
a strong brand that develops an emotional and productive two-way
relationship. Positioning and Branding Tourism Destinations for
Global Competitiveness focuses on utilizing destination branding
and content marketing for sustainable growth and competitive
advantage within the tourism and hospitality industry, including
tools and techniques for travel branding and best practices for
better tourism management strategies. Featuring coverage on a broad
range of topics such as hospitality, brand loyalty, and knowledge
transfer, this book is ideally designed for industry professionals
including those within the hotel, leisure, transportation, theme
park, and food service sectors, policymakers, practitioners,
researchers, and students.
Market positioning and branding has evolved from a peripheral
process in the marketing effort to a critical process in any
strategic planning initiative. Effective positioning will result in
a strong brand that develops an emotional and productive two-way
relationship. Positioning and Branding Tourism Destinations for
Global Competitiveness focuses on utilizing destination branding
and content marketing for sustainable growth and competitive
advantage within the tourism and hospitality industry, including
tools and techniques for travel branding and best practices for
better tourism management strategies. Featuring coverage on a broad
range of topics such as hospitality, brand loyalty, and knowledge
transfer, this book is ideally designed for industry professionals
including those within the hotel, leisure, transportation, theme
park, and food service sectors, policymakers, practitioners,
researchers, and students.
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