Gatchalian-Badilla, Maria Criselda G.,
Tourism and hospitality marketing / Maria Criselda G. Gatchalian-Badilla. - Revised edition. - Manila, Philippines : Rex Book Store, Inc., c2021. - xii, 225 pages : illustrations (black and white) ; 26 cm.
Includes bibliographical references and index.
Chapter 1 Introduction to tourism and hospitality marketing -- Chapter 2 The tourist market and segmentation -- Chapter 3 Tourism and consumer behavior -- Chapter 4 The marketing plan -- Chapter 5 The toursim and hospitality product -- Chapter 6 Pricing in tourism and hospitality -- Chapter 7 Promotional tools: advertising, direct marketing, personal selling, public relations, and sales promotions -- Chapter 8 Digital marketing -- Chapter 9 Distribution channels in the tourism and hospitality industry -- Chapter 10 Destination branding and marketing -- Chapter 11 Relationship marketing -- Chapter 12 Tourism and hospitality marketing and its future.
"Tourism and Hospitality Marketing is a revised and updated edition of Tourism Marketing published in 2015. With the growth of digital technology, low-cost fares, and sharing economies, tourism has seen unprecedented growth in recent years. However, the COVID-19 pandemic in 2020 put tourism to a complete stop. International and local borders were closed, and any form of leisure travel was completely halted. This has affected many tourism establishments and has put thousands of industry professionals out of the job. Recent developments in health and safety protocols and recovery strategies in planning, developing, and marketing destinations are being put in place. The recovery will be slow as confidence to travel needs to be rebuilt among tourists. Marketing will play a big role in the restart and recovery of tourism globally.
This book is my response to this challenge. Five years have passed since the first version was written; this latest update documents the new developments in tourism and hospitality marketing. I also condensed the material into 12 chapters that are focused on three major sections. Chapters 1-4 discuss the key concepts in Marketing, Market Segmentation, Targeting and Positioning, Tourism and Consumer Behavior, and the Marketing Plan. Chapters 5-9 discuss the P's of tourism and hospitality marketing which are Product, Price, Promotions (Traditional and Digital), and Place (Distribution Channels). Lastly, Chapters 10-12 cover the special topics on Destination Branding, Relationship Marketing. and the Future of Tourism and Hospitality Marketing.
I have maintained and updated the Marketing Nugget sections which were much appreciated by tourism educators. These help provide practical applications of the theories discussed within each chapter. These seek to draw out the critical thinking skills of our students and engage them in experiential learning. There are also guide questions, suggested activities, and Internet sources that can help teachers and students absorb the concepts discussed in the book.
Writing a book was not an easy task. Challenging as it may be, I drew inspiration and motivation from the many students who have come into my classroom and gone out more equipped to face the real world. I may not have the pleasure of meeting most of you who will use this book, but I look forward to seeing the betterment of the tourism industry because we have all helped make it more inclusive, resilient, and sustainable." --Preface
Adult
Text in English
9786210427509 [newsprint]
Hospitality industry
Tourism --Study and teaching
Tourism--Marketing
Hospitality industry--Marketing
Tourism and hospitality marketing / Maria Criselda G. Gatchalian-Badilla. - Revised edition. - Manila, Philippines : Rex Book Store, Inc., c2021. - xii, 225 pages : illustrations (black and white) ; 26 cm.
Includes bibliographical references and index.
Chapter 1 Introduction to tourism and hospitality marketing -- Chapter 2 The tourist market and segmentation -- Chapter 3 Tourism and consumer behavior -- Chapter 4 The marketing plan -- Chapter 5 The toursim and hospitality product -- Chapter 6 Pricing in tourism and hospitality -- Chapter 7 Promotional tools: advertising, direct marketing, personal selling, public relations, and sales promotions -- Chapter 8 Digital marketing -- Chapter 9 Distribution channels in the tourism and hospitality industry -- Chapter 10 Destination branding and marketing -- Chapter 11 Relationship marketing -- Chapter 12 Tourism and hospitality marketing and its future.
"Tourism and Hospitality Marketing is a revised and updated edition of Tourism Marketing published in 2015. With the growth of digital technology, low-cost fares, and sharing economies, tourism has seen unprecedented growth in recent years. However, the COVID-19 pandemic in 2020 put tourism to a complete stop. International and local borders were closed, and any form of leisure travel was completely halted. This has affected many tourism establishments and has put thousands of industry professionals out of the job. Recent developments in health and safety protocols and recovery strategies in planning, developing, and marketing destinations are being put in place. The recovery will be slow as confidence to travel needs to be rebuilt among tourists. Marketing will play a big role in the restart and recovery of tourism globally.
This book is my response to this challenge. Five years have passed since the first version was written; this latest update documents the new developments in tourism and hospitality marketing. I also condensed the material into 12 chapters that are focused on three major sections. Chapters 1-4 discuss the key concepts in Marketing, Market Segmentation, Targeting and Positioning, Tourism and Consumer Behavior, and the Marketing Plan. Chapters 5-9 discuss the P's of tourism and hospitality marketing which are Product, Price, Promotions (Traditional and Digital), and Place (Distribution Channels). Lastly, Chapters 10-12 cover the special topics on Destination Branding, Relationship Marketing. and the Future of Tourism and Hospitality Marketing.
I have maintained and updated the Marketing Nugget sections which were much appreciated by tourism educators. These help provide practical applications of the theories discussed within each chapter. These seek to draw out the critical thinking skills of our students and engage them in experiential learning. There are also guide questions, suggested activities, and Internet sources that can help teachers and students absorb the concepts discussed in the book.
Writing a book was not an easy task. Challenging as it may be, I drew inspiration and motivation from the many students who have come into my classroom and gone out more equipped to face the real world. I may not have the pleasure of meeting most of you who will use this book, but I look forward to seeing the betterment of the tourism industry because we have all helped make it more inclusive, resilient, and sustainable." --Preface
Adult
Text in English
9786210427509 [newsprint]
Hospitality industry
Tourism --Study and teaching
Tourism--Marketing
Hospitality industry--Marketing