The market leader in tourism marketing, Marketing Tourism in South Africa 5e is written in a simple and concise style to appeal to both tourism students and practitioners. The text familiarises the reader with the tourism industry in South Africa - its statistics, trends, main organisations and role-players. Each chapter is followed by a case study set in a Southern African environment.
Marketing Tourism in South Africa features:
- Graphs, tables and figures showing the latest industry trends and statistics
- End-of-chapter case studies that explore topical tourism issues
- More than 150 vignettes to demonstrate real-life current practice and issues
- Logos and photographs of key organisations and role players, and lists of websites to familiarise the student with the tourism industry in South Africa.
The updated edition is suitable for universities, universities of technology and colleges where course in Tourism Marketing are offered as part of a National Diploma in Tourism, a BCom (Tourism) or a Postgraduate Diploma in Tourism.
Richard George is senior lecturer and course convenor of the Postgraduate Diploma in Tourism (UCT) at the University of Cape Town.
PART 1: Understanding marketing in the tourism industry ; 1 Marketing principles ; 2 Characteristics of tourism marketing ; PART 2: Gathering information for decision-making ; 3 The tourism marketing environment ; 4 Tourism marketing planning ; 5 Tourism marketing research ; PART 3: Analysing the tourism market ; 6 Segmentation, targeting, and positioning ; 7 Consumer behaviour in tourism ; 8 Organisational behaviour in tourism ; PART 4: Implementing the marketing mix strategies ; 9 Product-offering strategies ; 10 Pricing strategies ; 11 Distribution strategies ; 12 Marketing communication and advertising strategies ; 13 Sales promotions and personal selling strategies ; 14 eMarketing and direct marketing strategies ; 15 Marketing collateral, public relations, and sponsorship strategies ; 16 Physical evidence, people, and process strategies ; PART 5: Understanding tourism marketing issues ; 17 Service quality through internal and relationship marketing ; 18 Destination marketing ; 19 Event marketing ; 20 Tourism trends and the future of tourism marketing