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Tourism Marketing: An Asia-Pacific Perspective

Course Codes : MARK395, MKT00905

Tourism Marketing: An Asia-Pacific Perspective

ISBN 9780470814901
Edition 2008
Publisher John Wiley & Sons Ltd
Author(s)
Publication Date
Overview
Tourism Marketing provides a contemporary approach to formulating, implementing and monitoring marketing strategy for regional tourism marketers and small businesses, the latter comprising over 90% of the 'tourism industry'. The principal aim of Tourism Marketing is to demonstrate how marketing principles apply in the tourism industry in Australia, New Zealand and the Asia-Pacific. This text will provide students with a thorough understanding of: a conceptual framework for tourism and travel marketing the role and importance of destination marketing organisations factors influencing tourism demand and supply characteristics of consumer-traveler behaviour services marketing in tourism the role of marketing research in management decision making approaches to branding, positioning and segmentation the philosophy of integrated marketing communications performance metrics
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