Description

About the Book

This book having seven chapters begins by explaining tourism marketing and related concepts like Services Marketing and Marketing Management and highlights all important aspects and issues related to marketing and tourism and hospitality industry. The first chapter explains the various dimensions of marketing, its application in the hospitality and tourism business and the challenges faced by marketers. The second chapter explores the importance of market segmentation, targeting and positioning for the Tourism Industry. The third chapter examines about pricing objectives, factors that influence pricing decisions and strategies that marketers use in pricing decisions especially in tourism. The fourth chapter explains the meaning, importance and characteristics of Packaging, Promotion and Branding and its role in development of Tourism Industry. The fifth chapter deals with the role and importance of the industry direct and through digital marketing to their target customers. The distribution channels and marketing strategies are described in the sixth chapter and the destination planning and marketing is examined in the last chapter of this volume. This book is first of its kind of a well research based work on tourism marketing. All chapters are based on comprehensive research in tourism and special care has been taken to give the book a global touch.

About the Author

Nina Verma currently manages the academic programs and personnel of the Business Applications and IT Management department as a faculty of ICT of Tshwane University of Technology, Pretoria. The department specalises in business analysis, project management, business information systems, knowledge management, e-commerce, business management, and personal and professional development of IT students/ employees, IT management and strategic management. She has a profound knowledge on Business Management, Business Fundamentals, Information and Technology Management and Strategic Information Systems.