Marketing Tourism Places (RLE Tourism)
Edited by Gregory Ashworth, Brian Goodall
Routledge – 2013 – 308 pages
Tourism is well established as an important part of the new service economy, and the rewards it offers have stimulated intense competition in the tourism industry. Many destinations compete to attract potential tourists, each place having to work hard to distinguish itself from rivals offering similar or alternative attractions. This book explores how destinations invest increasing amounts of time and money into developing and promoting their 'products'.
The contributors, from both academic institutes and the tourism industry, provide a multidisciplinary and professional analysis of what can be done to sell tourism places. Using both theoretical and empirical approaches, they give examples from different areas of the industry and evaluate different strategies a destination can adopt for maintaining and increasing its market share. All the contributors emphasize that selling tourism places must be a dynamic activity in which the place products are constantly monitored, so that they can be revitalized, repositioned, or renewed in the market context.
A follow up to Marketing in the Tourism Industry, also edited by Gregory Ashworth and Brian Goodall, this book will be of particular interest to students of marketing and geography, and to students on tourism courses, as well as to professionals in the industry.
1. Can Places Be Sold For Tourism? Gregory Ashworth and Henk Voogd 1. Theory and Concept 2. The Concept of Opportunity Sets As A Methodological Framework For The Analysis Of Selling Tourism Places: The Industry View Mike Stabler 3. People, Places and Priorities: Opportunity Sets And Consumers' Holiday Choices Peter Kent 4. Opportunity Sets As Analytical Marketing Investments: A Destination Area View Brian Goodall 5. Hedonic Prices And The Marketing Of Package Holidays: The Case Of Tourism Resorts In Malaga M. Thea Sinclair, Ann Clewer and Alan Pack 6. Strategies For Tourism Destination Development: An Investigation Of The Role Of Small Businesses Luiz Moutinho 2. Shaping The Product 7. Leisure + Shopping = Tourism Product Mix Myriam Jansen-Verbeke 8. The Historic Cities Of Groningen: Which Is Sold To Whom? Gregory Ashworth 9. The Tourist Destination As Product: The Case Of Languedoc Theo de Haan, Gregory Ashworth and Mike Stabler 10. Destinations – As Marketed In Tour Operators' Brochures Brian Goodall and Jan Bergsma 3. From Product To Organisation 11. The Organisation Of Tourism In Austria: Marketing At The Provincial Level Friedrich Zimmerman 12. Place Promotion By Tourist Boards: The Example Of 'Beautiful Berkshire' Gill Pattinson 13. Research Into Tourism Markets: Some Frisian Experiences Ed C. van der Knijff 14. Marketing Through Travel Agencies Mark Radburn and Brian Goodall 4. Selling Tourism Places 15. The Dynamics Of Tourism Place Marketing Brian Goodall. Index.
Multivolume collection by leading authors in the field