Tourism Marketing for cities and towns : using branding and events to attract tourism /
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| Format: | Book |
| Language: | English |
| Published: |
Oxford ; Amsterdam :
Elsevier ; Butterworth-Heinemann,
c2004.
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| Subjects: | |
| Online Access: | http://www.elsevier.com |
Table of Contents:
- Tourism to cities and towns
- Marketing theory and the external environment
- Tourism product analysis
- Strategic analysis
- Segmenting and targeting potential tourists
- Tourist purchase behavior
- Tourism research
- Packaging the tourism product
- Branding tourism destinations
- Advertising and public relations
- Sales incentives, direct marketing, and website development
- Trade promotion, budgeting, and collaboration.