Marketing communications in tourism and hospitality: concepts, strategies and cases
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Amsterdam u.a.
Butterworth-Heinemann
2009
|
| Ausgabe: | 1. ed. |
| Schriftenreihe: | Hospitality, leisure and tourism
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 300 S. Ill., graph. Darst. |
| ISBN: | 9780750682770 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV035183477 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | t | ||
| 008 | 081126s2009 ad|| |||| 00||| eng d | ||
| 020 | |a 9780750682770 |9 978-0-7506-8277-0 | ||
| 035 | |a (OCoLC)297219129 | ||
| 035 | |a (DE-599)BVBBV035183477 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-1050 |a DE-824 |a DE-Eb1 |a DE-2070s | ||
| 050 | 0 | |a TX911.3.M3 | |
| 082 | 0 | |a 910.688 |2 22 | |
| 084 | |a QQ 960 |0 (DE-625)142015: |2 rvk | ||
| 100 | 1 | |a MacCabe, Scott |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing communications in tourism and hospitality |b concepts, strategies and cases |c Scott McCabe |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a Amsterdam u.a. |b Butterworth-Heinemann |c 2009 | |
| 300 | |a XX, 300 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Hospitality, leisure and tourism | |
| 650 | 4 | |a Communication in marketing | |
| 650 | 4 | |a Communication in marketing |v Cases | |
| 650 | 4 | |a Hospitality industry |x Marketing | |
| 650 | 4 | |a Hospitality industry |x Marketing |v Cases | |
| 650 | 4 | |a Tourism |x Marketing | |
| 650 | 4 | |a Tourism |x Marketing |v Cases | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Tourismus |0 (DE-588)4018406-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Gastgewerbe |0 (DE-588)4259231-8 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Tourismus |0 (DE-588)4018406-7 |D s |
| 689 | 0 | 1 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Gastgewerbe |0 (DE-588)4259231-8 |D s |
| 689 | 1 | 1 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 1 | |5 DE-604 | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016990197&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-016990197 | ||
Datensatz im Suchindex
| _version_ | 1804138357757837312 |
|---|---|
| adam_text | Titel: Marketing communications in tourism and hospitality
Autor: McCabe, Scott
Jahr: 2009
Contents
List of Figures xiv
List of Tables xvi
List of Plates xvii
List of Case Studies xviii
Acknowledgements xix
Chapter 1: Positioning Marketing Communications for
Tourism and Hospitality 1
Introduction - Defining Marketing Communications
for Tourism and Hospitality 2
Defining Tourism 2
Defining Hospitality 4
Marketing Communications in Tourism and Hospitality 5
Integrated Marketing Communications 8
Marketing Communications Characteristics
in Tourism and Hospitality 9
Tourism and Hospitality Marketing Communications:
Concepts, Strategies and Cases 11
Summary 14
Part 1 19
Chapter 2: Communications Theory and Applications 21
Introduction 22
Models and Concepts of Communications Theories 23
Early Mass Communications Theories 24
Contents
Marketing Communications Transmission Models
Criticisms of the Transmission Models of
Communication
Multi-modal Communications Models
Relational and Network Models of
Communications
Communications Effects
Semiotics and the Communication of Meanings
Summary
Chapter 3: The Marketing Communications Environment
Introduction
The Global Context of Tourism and
Hospitality Services
The Function of the Marketing Department
Strategic Function
Operations Function
Research Function
Processes of the Marketing Department
The Marketing Planning Process
Environment Scanning
Political and Legal Factors
Economic Factors
Sociocultural Factors
Technological Factors
Environment (Natural/Physical)
Media Environment
Marketing Communications Industry
Marketing Communications Industry Operations
The Regulatory Framework of Marketing
Communications
Organisational Ethics
Advertising Standards and Miscommunication
Regulation in Advertising
Summary
Chapter 4: Consumer Roles in Marketing Communications
Introduction
Consumer Behaviour Theory
The Cognitive Paradigm
The Reinforcement Paradigm
The Habit Paradigm
Consumer Behaviour and Tourism and
Hospitality Services
28
29
30
32
34
37
41
47
48
50
52
53
53
54
54
55
56
58
59
61
62
63
66
66
67
69
69
70
71
74
79
80
82
84
84
85
85
Contents
Consumers and Markets for Tourism and
Hospitality Services
Generic versus Variant Service Markets
Marketing Analysis
What the Organisation Needs to Know about
Consumers Behaviour
Consumer Characteristics - Who?
Decision and Purchase Characteristics - When?
Consumer Motivations - Why?
Buying Behaviour Patterns - What?
Distribution and Access - Where?
Purchase Characteristics - Which Methods?
Summary
Part 2
Chapter 5: Marketing Communications and Organisational
Strategy
Introduction
Organisational Strategy Formulation
Marketing Orientation
86
86
87
88
90
93
94
99
100
101
101
111
113
114
114
117
Competing Approaches to a Marketing Orientation 119
The Services Marketing Triangle 121
Enabling the Promise 122
Making the Promise 122
Delivering the Promise 123
Competitive Strategies 123
Cost Leadership 124
Differentiation 125
Focus 127
Stuck in the Middle 128
Generic Competitive Issues in the Tourism and
Hospitality Sector 128
Value Chain 130
Position in the Market 132
IMCs as Strategic Choice 133
Summary 134
Chapter 6t Segmentation, Targeting and Positioning 143
Introduction 144
The Segmentation, Targeting and Positioning Process 145
Marketing Planning and the STP Process 145
Market Segmentation 147
Defining Segmentation 147
Contents
Bases of Market Segmentation 148
Demographic Segmentation 149
Age and Life Stage 149
Gender 149
Sexual Orientation 149
Ethnicity and Cultural Background 150
Socio-economic Variables 150
Geographic Region 152
Behavioural Segmentation 154
Benefits Sought from the Experience 154
Defining Service Benefits 154
Attitudes, Perceptions, Values, Beliefs 155
Decision-making Processes 156
Usage Patterns /Frequency of Use 156
Psychographk Segmentation 156
Personality and Identity 156
Lifestyle I57
Target Marketing 15
Criteria for Assessing Segments 158
Targeting Criteria 159
Self-selection I59
Market Positioning 1
Importance of Market Segmentation 163
Segmentation Options 163
Issues in the Segmentation Process 165
Summary 166
Chapter 7: Marketing Communications Planning 1^7
Introduction 1™
Marketing Communications Planning 1™
Marketing Communications Plan Context 18
Marketing Communications Context 18
SWOT Analysis I81
Communications Objective Setting 182
Formulating Objectives 182
Integrated Marketing Communications Objectives 183
The Marketing Mix for Tourism and Hospitality 184
Product Strategies 184
Product Portfolio Analysis 184
Product Strategy Decisions 185
Standardisation/Adaptation Strategies l8^
Product Formulation Decisions and the
Communications Strategy 187
Branding 189
Contents
Part 3
Chapter 8:
Chapters
Destination Branding 190
Hotel Branding 192
Marketing Communications Strategy 194
Push Strategy 194
Pull Strategy 195
Profile Strategy 196
Communications Mix Decisions 196
Marketing Communications Evaluation
and Control 197
Summary 198
205
Advertising Strategies for Tourism and Hospitality 207
Introduction 208
What is Advertising? 208
How Advertising Works 209
Media Strategies 213
The Range of Advertising Channels 214
Tourism and Hospitality Media Channels 215
Campaign 215
B2B Sales Missions 215
Print Advertising 216
Online Advertising 216
Direct Mail/CRM/Newsletters 216
Brochure Distribution 216
Agent Training Programmes 217
Lead Generation Research 217
Message Design 217
Creative Development 220
Balance 221
Message Structure 222
Message Appeal 223
Credibility 224
Advertising Value and Trends 225
Current Issues in Tourism and
Hospitality Advertising 230
Summary 231
Other Communications Strategies 237
Introduction 238
Sales Promotions 238
How Sales Promotions Work 239
Sales Promotions Techniaues 239
ontents
Types of Sales Promotions in
Tourism and Hospitality 241
Personal Selling 242
Familiarisation Trips 243
Sponsorship 245
Creation of Favourable Brand Associations 246
Creation of Promotional Opportunities 246
Creation of Additional Publicity 246
Creation of Corporate Hospitality Opportunities 246
Creation of Corporate Social Responsibility Profile 246
Publicity and Public Relations 247
External 248
Internal 248
Events and Exhibitions 250
Direct Marketing 252
Summary 254
Chapter 10: Interactive and E-communications
Issues and Strategies 2^
Introduction 260
Growth of the Internet 260
Growth of Online Advertising 261
The Value of Online Advertising Spend
to the UK Market 262
Online Behaviour 263
Online Behaviour and Marketing
Communications Strategy 265
Types of Online Advertising 265
Classifieds 266
Display Advertising 266
Search Marketing 266
Email Marketing 268
Viral Marketing 269
Affiliate Marketing 269
Sponsorship 269
Tenancies 270
Podcasting 270
Online Advertising Applications 270
User-generated Content 271
Blogging 271
Online Community 272
Issues with User-Generated Content 274
Virtual Worlds 274
Contents
Issues of Online Developments on Marketing
Communications 276
Summary 277
Chapter 11: Conclusions and Future Issues in Marketing
Communications 283
Introduction 284
The Importance of Marketing Communications to
Tourism and Hospitality Organisations 285
Future Challenges 289
The Changing Structure and Nature
of the Advertising Industry 289
The Changing Structure of the Tourism
and Hospitality Industry 290
The Emergence of New Markets 291
The Challenge of Climate Change 292
The Challenge of the External Media Environment 293
Summary 294
Index 295
List of Figures
Figure 1.1: Basic elements of marketing communications. °
Figure 2.1: Schramm model of mass communication. 25
Figure 2.2: The Shannon-Weaver (1962) model of
communication.
Figure 2.3: The Osgood-Schramm model of communication. 27
Figure 2.4: Fill s adaptation of the Schramm and Shannon and
Weaver model.
Figure 2.5: Two-step model of communication. Ol
Figure 2.6: Multi-step process of communication.
Figure 2.7: Adapted TALC model. 35
Figure 2.8: Buyer readiness states.
Figure 2.9: The relationship between the sign, signified
and signifier.
00
Figure 2.10: Example 1 of the signifier/signified relationship. °°
Figure 2.11: Example 2 of the signifier/signified relationship. 3
Figure 3.1: Factors impinging on the marketing function.
Figure 3.2: The triangular function of the marketing
department.
Figure 3.3: Relationships between marketing strategy and
organisational strategy showing the marketing
planning process.
Figure 3.4: Marketing communications industry organisation.
Figure 4.1: Relationship between market analysis and
communications strategies.
Figure 4.2: The open system of consumers and organisations. °9
Figure 4.3: Emotional amd rational communications drivers. 104
List of figures
Figure 5.1: Organisational strategy and services marketing
relationships. 115
Figure 5.2: The marketing orientation concept. 118
Figure 5.3: Production versus market orientation for a
mass tour operator. 121
Figure 5.4: The services marketing triangle. 122
Figure 5.5: Porter s generic competitive strategies. 124
Figure 5.6: Value chain and the services marketing mix. 130
Figure 6.1: The segmentation, targeting and positioning
process. 145
Figure 6.2: The relationship between marketing planning
and STP. 146
Figure 6.3: UK social class categories. 151
Figure 6.4: Bases for service positioning in the tourism
and hospitality industry. 162
Figure 7.1: The marketing communications planning
process for tourism and hospitality. 178
Figure 7.2: Ansoff s product-market matrix applied
to services. 186
Figure 7.3: The three levels of the product. 187
Figure 8.1: Strategies for overcoming intangibility in
tourism and hospitality advertising messages. 218
Figure 10.1: Proportions of online advertising spend, UK. 265
List of Tables
Table 6.1: Bases of Market Segmentation ^°
Table 8.1: Trends in UK Advertising Spend by Media Type
between 2001 and 2006 226
List of Plates
Ryanair protest against doubling of APD. 60
Examples of competitor s advertisements of
services and prices. 103
Still from the Return of the Train campaign,
featuring Lemon/Curtis in Some Like It Hot . 105
Great Woolly Whites - Visit Wales s UK Consumer
marketing campaign. 138
Adjective Central - Visit Wales s UK Consumer
marketing campaign. 138
Totally London - Branding London. 191
Thomas Cook s Campaign for a free day poster. 200
Thomsonfly uses Balance in a simple but effective
manner. 221
Plate 8.2: Lastminute.com use of humour and colour in
poster ads. 222
Plate 8.3: Example of travel poster in a related transport
environment. 228
Plate 8.4: Creative outdoor - Glenagles hotel. 229
Plate 8.5: Travelocity and Alan Whicker. 233
Plate 9.1: First Choice UK summer sale 2008. 240
Plate 10.1: Travelblog: user-generated tourism communications
on the web. 273
Plate 3.1:
Plate 4.1:
Plate 4.2:
Plate 5.1:
Plate 5.2:
Plate 7.1:
Plate 7.2:
Plate 8.1:
List of Case Studies
Case Study 1: Technological Developments and the Impact on
Marketing Tourism
Case Study 2: The Stuff of which Dreams Are Made -
Representations of the South Sea in
German-language Tourist Brochures
Case Study 3: Uncontrollable Events and Negative Images:
Tourism Marketing Recovery Strategies in
New Orleans
Case Study 4: Virgin Trains, Winning Hearts and Minds with
Emotional and Rational Messages
Case Study 5: Visit Wales - UK Consumer Marketing
Campaign 2005-2008
Case Study 6: Segmenting the UK long-haul Market to
South Africa - Profiling Positive
Convertibles
Case Study 7: Thomas Cook s Campaign for an Extra
Holiday Puts Clear Air between them
and the Competition
Case Study 8: Making Travelocity the Number 1 Choice for
Online Travel Bookings
Case Study 9: XL.com Sponsor West Ham United to Grow
Awareness
Case Study 10: How Far should We Trust Website Reviews?
14
42
75
102
135
167
199
232
255
278
|
| adam_txt |
Titel: Marketing communications in tourism and hospitality
Autor: McCabe, Scott
Jahr: 2009
Contents
List of Figures xiv
List of Tables xvi
List of Plates xvii
List of Case Studies xviii
Acknowledgements xix
Chapter 1: Positioning Marketing Communications for
Tourism and Hospitality 1
Introduction - Defining Marketing Communications
for Tourism and Hospitality 2
Defining Tourism 2
Defining Hospitality 4
Marketing Communications in Tourism and Hospitality 5
Integrated Marketing Communications 8
Marketing Communications Characteristics
in Tourism and Hospitality 9
Tourism and Hospitality Marketing Communications:
Concepts, Strategies and Cases 11
Summary 14
Part 1 19
Chapter 2: Communications Theory and Applications 21
Introduction 22
Models and Concepts of Communications Theories 23
Early Mass Communications Theories 24
Contents
Marketing Communications Transmission Models
Criticisms of the Transmission Models of
Communication
Multi-modal Communications Models
Relational and Network Models of
Communications
Communications Effects
Semiotics and the Communication of Meanings
Summary
Chapter 3: The Marketing Communications Environment
Introduction
The Global Context of Tourism and
Hospitality Services
The Function of the Marketing Department
Strategic Function
Operations Function
Research Function
Processes of the Marketing Department
The Marketing Planning Process
Environment Scanning
Political and Legal Factors
Economic Factors
Sociocultural Factors
Technological Factors
Environment (Natural/Physical)
Media Environment
Marketing Communications Industry
Marketing Communications Industry Operations
The Regulatory Framework of Marketing
Communications
Organisational Ethics
Advertising Standards and Miscommunication
Regulation in Advertising
Summary
Chapter 4: Consumer Roles in Marketing Communications
Introduction
Consumer Behaviour Theory
The Cognitive Paradigm
The Reinforcement Paradigm
The Habit Paradigm
Consumer Behaviour and Tourism and
Hospitality Services
28
29
30
32
34
37
41
47
48
50
52
53
53
54
54
55
56
58
59
61
62
63
66
66
67
69
69
70
71
74
79
80
82
84
84
85
85
Contents
Consumers and Markets for Tourism and
Hospitality Services
Generic versus Variant Service Markets
Marketing Analysis
What the Organisation Needs to Know about
Consumers' Behaviour
Consumer Characteristics - Who?
Decision and Purchase Characteristics - When?
Consumer Motivations - Why?
Buying Behaviour Patterns - What?
Distribution and Access - Where?
Purchase Characteristics - Which Methods?
Summary
Part 2
Chapter 5: Marketing Communications and Organisational
Strategy
Introduction
Organisational Strategy Formulation
Marketing Orientation
86
86
87
88
90
93
94
99
100
101
101
111
113
114
114
117
Competing Approaches to a Marketing Orientation 119
The Services Marketing Triangle 121
Enabling the Promise 122
Making the Promise 122
Delivering the Promise 123
Competitive Strategies 123
Cost Leadership 124
Differentiation 125
Focus 127
Stuck in the Middle 128
Generic Competitive Issues in the Tourism and
Hospitality Sector 128
Value Chain 130
Position in the Market 132
IMCs as Strategic Choice 133
Summary 134
Chapter 6t Segmentation, Targeting and Positioning 143
Introduction 144
The Segmentation, Targeting and Positioning Process 145
Marketing Planning and the STP Process 145
Market Segmentation 147
Defining Segmentation 147
Contents
Bases of Market Segmentation 148
Demographic Segmentation 149
Age and Life Stage 149
Gender 149
Sexual Orientation 149
Ethnicity and Cultural Background 150
Socio-economic Variables 150
Geographic Region 152
Behavioural Segmentation 154
Benefits Sought from the Experience 154
Defining Service Benefits 154
Attitudes, Perceptions, Values, Beliefs 155
Decision-making Processes 156
Usage Patterns /Frequency of Use 156
Psychographk Segmentation 156
Personality and Identity 156
Lifestyle I57
Target Marketing 15'
Criteria for Assessing Segments 158
Targeting Criteria 159
Self-selection I59
Market Positioning 1""
Importance of Market Segmentation 163
Segmentation Options 163
Issues in the Segmentation Process 165
Summary 166
Chapter 7: Marketing Communications Planning 1^7
Introduction 1™
Marketing Communications Planning 1™
Marketing Communications Plan Context 18"
Marketing Communications Context 18"
SWOT Analysis I81
Communications Objective Setting 182
Formulating Objectives 182
Integrated Marketing Communications Objectives 183
The Marketing Mix for Tourism and Hospitality 184
Product Strategies 184
Product Portfolio Analysis 184
Product Strategy Decisions 185
Standardisation/Adaptation Strategies l8^
Product Formulation Decisions and the
Communications Strategy 187
Branding 189
Contents
Part 3
Chapter 8:
Chapters
Destination Branding 190
Hotel Branding 192
Marketing Communications Strategy 194
Push Strategy 194
Pull Strategy 195
Profile Strategy 196
Communications Mix Decisions 196
Marketing Communications Evaluation
and Control 197
Summary 198
205
Advertising Strategies for Tourism and Hospitality 207
Introduction 208
What is Advertising? 208
How Advertising Works 209
Media Strategies 213
The Range of Advertising Channels 214
Tourism and Hospitality Media Channels 215
Campaign 215
B2B Sales Missions 215
Print Advertising 216
Online Advertising 216
Direct Mail/CRM/Newsletters 216
Brochure Distribution 216
Agent Training Programmes 217
Lead Generation Research 217
Message Design 217
Creative Development 220
Balance 221
Message Structure 222
Message Appeal 223
Credibility 224
Advertising Value and Trends 225
Current Issues in Tourism and
Hospitality Advertising 230
Summary 231
Other Communications Strategies 237
Introduction 238
Sales Promotions 238
How Sales Promotions Work 239
Sales Promotions Techniaues 239
ontents
Types of Sales Promotions in
Tourism and Hospitality 241
Personal Selling 242
Familiarisation Trips 243
Sponsorship 245
Creation of Favourable Brand Associations 246
Creation of Promotional Opportunities 246
Creation of Additional Publicity 246
Creation of Corporate Hospitality Opportunities 246
Creation of Corporate Social Responsibility Profile 246
Publicity and Public Relations 247
External 248
Internal 248
Events and Exhibitions 250
Direct Marketing 252
Summary 254
Chapter 10: Interactive and E-communications
Issues and Strategies 2^
Introduction 260
Growth of the Internet 260
Growth of Online Advertising 261
The Value of Online Advertising Spend
to the UK Market 262
Online Behaviour 263
Online Behaviour and Marketing
Communications Strategy 265
Types of Online Advertising 265
Classifieds 266
Display Advertising 266
Search Marketing 266
Email Marketing 268
Viral Marketing 269
Affiliate Marketing 269
Sponsorship 269
Tenancies 270
Podcasting 270
Online Advertising Applications 270
User-generated Content 271
Blogging 271
Online Community 272
Issues with User-Generated Content 274
Virtual Worlds 274
Contents
Issues of Online Developments on Marketing
Communications 276
Summary 277
Chapter 11: Conclusions and Future Issues in Marketing
Communications 283
Introduction 284
The Importance of Marketing Communications to
Tourism and Hospitality Organisations 285
Future Challenges 289
The Changing Structure and Nature
of the Advertising Industry 289
The Changing Structure of the Tourism
and Hospitality Industry 290
The Emergence of New Markets 291
The Challenge of Climate Change 292
The Challenge of the External Media Environment 293
Summary 294
Index 295
List of Figures
Figure 1.1: Basic elements of marketing communications. °
Figure 2.1: Schramm model of mass communication. 25
Figure 2.2: The Shannon-Weaver (1962) model of
communication.
Figure 2.3: The Osgood-Schramm model of communication. 27
Figure 2.4: Fill's adaptation of the Schramm and Shannon and
Weaver model.
Figure 2.5: Two-step model of communication. Ol
Figure 2.6: Multi-step process of communication.
Figure 2.7: Adapted TALC model. 35
Figure 2.8: Buyer readiness states.
Figure 2.9: The relationship between the sign, signified
and signifier.
00
Figure 2.10: Example 1 of the signifier/signified relationship. °°
Figure 2.11: Example 2 of the signifier/signified relationship. 3"
Figure 3.1: Factors impinging on the marketing function.
Figure 3.2: The triangular function of the marketing
department.
Figure 3.3: Relationships between marketing strategy and
organisational strategy showing the marketing
planning process.
Figure 3.4: Marketing communications industry organisation.
Figure 4.1: Relationship between market analysis and
communications strategies.
Figure 4.2: The open system of consumers and organisations. °9
Figure 4.3: Emotional amd rational communications drivers. 104
List of figures
Figure 5.1: Organisational strategy and services marketing
relationships. 115
Figure 5.2: The marketing orientation concept. 118
Figure 5.3: Production versus market orientation for a
mass tour operator. 121
Figure 5.4: The services marketing triangle. 122
Figure 5.5: Porter's generic competitive strategies. 124
Figure 5.6: Value chain and the services marketing mix. 130
Figure 6.1: The segmentation, targeting and positioning
process. 145
Figure 6.2: The relationship between marketing planning
and STP. 146
Figure 6.3: UK social class categories. 151
Figure 6.4: Bases for service positioning in the tourism
and hospitality industry. 162
Figure 7.1: The marketing communications planning
process for tourism and hospitality. 178
Figure 7.2: Ansoff 's product-market matrix applied
to services. 186
Figure 7.3: The three levels of the product. 187
Figure 8.1: Strategies for overcoming intangibility in
tourism and hospitality advertising messages. 218
Figure 10.1: Proportions of online advertising spend, UK. 265
List of Tables
Table 6.1: Bases of Market Segmentation ^°
Table 8.1: Trends in UK Advertising Spend by Media Type
between 2001 and 2006 226
List of Plates
Ryanair protest against doubling of APD. 60
Examples of competitor's advertisements of
services and prices. 103
Still from the 'Return of the Train' campaign,
featuring Lemon/Curtis in 'Some Like It Hot'. 105
'Great Woolly Whites' - Visit Wales's UK Consumer
marketing campaign. 138
'Adjective Central' - Visit Wales's UK Consumer
marketing campaign. 138
'Totally London' - Branding London. 191
Thomas Cook's 'Campaign for a free day' poster. 200
Thomsonfly uses Balance in a simple but effective
manner. 221
Plate 8.2: Lastminute.com use of humour and colour in
poster ads. 222
Plate 8.3: Example of travel poster in a related transport
environment. 228
Plate 8.4: Creative outdoor - Glenagles hotel. 229
Plate 8.5: Travelocity and Alan Whicker. 233
Plate 9.1: First Choice UK summer sale 2008. 240
Plate 10.1: Travelblog: user-generated tourism communications
on the web. 273
Plate 3.1:
Plate 4.1:
Plate 4.2:
Plate 5.1:
Plate 5.2:
Plate 7.1:
Plate 7.2:
Plate 8.1:
List of Case Studies
Case Study 1: Technological Developments and the Impact on
Marketing Tourism
Case Study 2: The Stuff of which Dreams Are Made -
Representations of the South Sea in
German-language Tourist Brochures
Case Study 3: Uncontrollable Events and Negative Images:
Tourism Marketing Recovery Strategies in
New Orleans
Case Study 4: Virgin Trains, Winning Hearts and Minds with
Emotional and Rational Messages
Case Study 5: Visit Wales - UK Consumer Marketing
Campaign 2005-2008
Case Study 6: Segmenting the UK long-haul Market to
South Africa - Profiling 'Positive
Convertibles'
Case Study 7: Thomas Cook's Campaign for an Extra
Holiday Puts 'Clear Air' between them
and the Competition
Case Study 8: Making Travelocity the Number 1 Choice for
Online Travel Bookings
Case Study 9: XL.com Sponsor West Ham United to Grow
Awareness
Case Study 10: How Far should We Trust Website Reviews?
14
42
75
102
135
167
199
232
255
278 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | MacCabe, Scott |
| author_facet | MacCabe, Scott |
| author_role | aut |
| author_sort | MacCabe, Scott |
| author_variant | s m sm |
| building | Verbundindex |
| bvnumber | BV035183477 |
| callnumber-first | T - Technology |
| callnumber-label | TX911 |
| callnumber-raw | TX911.3.M3 |
| callnumber-search | TX911.3.M3 |
| callnumber-sort | TX 3911.3 M3 |
| callnumber-subject | TX - Home Economics |
| classification_rvk | QQ 960 |
| ctrlnum | (OCoLC)297219129 (DE-599)BVBBV035183477 |
| dewey-full | 910.688 |
| dewey-hundreds | 900 - History & geography |
| dewey-ones | 910 - Geography and travel |
| dewey-raw | 910.688 |
| dewey-search | 910.688 |
| dewey-sort | 3910.688 |
| dewey-tens | 910 - Geography and travel |
| discipline | Wirtschaftswissenschaften Geographie |
| discipline_str_mv | Wirtschaftswissenschaften Geographie |
| edition | 1. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01916nam a2200505 c 4500</leader><controlfield tag="001">BV035183477</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">081126s2009 ad|| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780750682770</subfield><subfield code="9">978-0-7506-8277-0</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)297219129</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV035183477</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1050</subfield><subfield code="a">DE-824</subfield><subfield code="a">DE-Eb1</subfield><subfield code="a">DE-2070s</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">TX911.3.M3</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">910.688</subfield><subfield code="2">22</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QQ 960</subfield><subfield code="0">(DE-625)142015:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">MacCabe, Scott</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing communications in tourism and hospitality</subfield><subfield code="b">concepts, strategies and cases</subfield><subfield code="c">Scott McCabe</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">1. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Amsterdam u.a.</subfield><subfield code="b">Butterworth-Heinemann</subfield><subfield code="c">2009</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XX, 300 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Hospitality, leisure and tourism</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Communication in marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Communication in marketing</subfield><subfield code="v">Cases</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Hospitality industry</subfield><subfield code="x">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Hospitality industry</subfield><subfield code="x">Marketing</subfield><subfield code="v">Cases</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Tourism</subfield><subfield code="x">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Tourism</subfield><subfield code="x">Marketing</subfield><subfield code="v">Cases</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Tourismus</subfield><subfield code="0">(DE-588)4018406-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Gastgewerbe</subfield><subfield code="0">(DE-588)4259231-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Tourismus</subfield><subfield code="0">(DE-588)4018406-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Gastgewerbe</subfield><subfield code="0">(DE-588)4259231-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016990197&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-016990197</subfield></datafield></record></collection> |
| id | DE-604.BV035183477 |
| illustrated | Illustrated |
| index_date | 2024-07-02T22:58:49Z |
| indexdate | 2024-07-09T21:26:55Z |
| institution | BVB |
| isbn | 9780750682770 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016990197 |
| oclc_num | 297219129 |
| open_access_boolean | |
| owner | DE-1050 DE-824 DE-Eb1 DE-2070s |
| owner_facet | DE-1050 DE-824 DE-Eb1 DE-2070s |
| physical | XX, 300 S. Ill., graph. Darst. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Butterworth-Heinemann |
| record_format | marc |
| series2 | Hospitality, leisure and tourism |
| spelling | MacCabe, Scott Verfasser aut Marketing communications in tourism and hospitality concepts, strategies and cases Scott McCabe 1. ed. Amsterdam u.a. Butterworth-Heinemann 2009 XX, 300 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Hospitality, leisure and tourism Communication in marketing Communication in marketing Cases Hospitality industry Marketing Hospitality industry Marketing Cases Tourism Marketing Tourism Marketing Cases Marketing (DE-588)4037589-4 gnd rswk-swf Tourismus (DE-588)4018406-7 gnd rswk-swf Gastgewerbe (DE-588)4259231-8 gnd rswk-swf Tourismus (DE-588)4018406-7 s Marketing (DE-588)4037589-4 s DE-604 Gastgewerbe (DE-588)4259231-8 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016990197&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | MacCabe, Scott Marketing communications in tourism and hospitality concepts, strategies and cases Communication in marketing Communication in marketing Cases Hospitality industry Marketing Hospitality industry Marketing Cases Tourism Marketing Tourism Marketing Cases Marketing (DE-588)4037589-4 gnd Tourismus (DE-588)4018406-7 gnd Gastgewerbe (DE-588)4259231-8 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4018406-7 (DE-588)4259231-8 |
| title | Marketing communications in tourism and hospitality concepts, strategies and cases |
| title_auth | Marketing communications in tourism and hospitality concepts, strategies and cases |
| title_exact_search | Marketing communications in tourism and hospitality concepts, strategies and cases |
| title_exact_search_txtP | Marketing communications in tourism and hospitality concepts, strategies and cases |
| title_full | Marketing communications in tourism and hospitality concepts, strategies and cases Scott McCabe |
| title_fullStr | Marketing communications in tourism and hospitality concepts, strategies and cases Scott McCabe |
| title_full_unstemmed | Marketing communications in tourism and hospitality concepts, strategies and cases Scott McCabe |
| title_short | Marketing communications in tourism and hospitality |
| title_sort | marketing communications in tourism and hospitality concepts strategies and cases |
| title_sub | concepts, strategies and cases |
| topic | Communication in marketing Communication in marketing Cases Hospitality industry Marketing Hospitality industry Marketing Cases Tourism Marketing Tourism Marketing Cases Marketing (DE-588)4037589-4 gnd Tourismus (DE-588)4018406-7 gnd Gastgewerbe (DE-588)4259231-8 gnd |
| topic_facet | Communication in marketing Communication in marketing Cases Hospitality industry Marketing Hospitality industry Marketing Cases Tourism Marketing Tourism Marketing Cases Marketing Tourismus Gastgewerbe |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016990197&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT maccabescott marketingcommunicationsintourismandhospitalityconceptsstrategiesandcases |