Tourism services all over the world currently face rapid changes due to market globalization, intensified competition and the dynamic evolution of new technologies. Moreover, it is expected that tourism will be one of the industries that will be most affected by the current recession. The long-term success of tourism services in such a fierce competitive and financially difficult environment depends not only on being able to satisfy customers' needs and desires, but to strategically respond to current global challenges. Therefore, strategic marketing becomes a necessary practice in contemporary tourism services firms.
Strategic Marketing in Tourism Services focuses on marketing strategies implemented in tourism services firms and includes a collection of papers related to specific marketing strategies. The book presents the application of specific marketing strategies such as experiential marketing, branding, target marketing, relationship marketing and e-marketing in tourism. Furthermore, it presents the strategic responses of each tourism subsector - hospitality, air transport, tour operation, travel agencies and the tourism destinations - from various countries around the world.
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"This is an excellent book for tourism marketers, researchers and educators to have on their bookshelves. The range of topics covered is comprehensive and their presentation is of high quality. The volume provides valuable guidance for those involved with tourism marketing and will serve as an excellent supplement to a tourism marketing textbook - appropriate at either the undergraduate or graduate level." Stephen W. Litvin, Professor, Hospitality and Tourism Management, School of Business, College of Charleston, USA
"Strategic Marketing in Tourism Services is a succinct and cutting edge text - I particularly like its excellent coverage of relationship marketing, experimental marketing and e-marketing. This text is highly relevant, practical and to the point. Students and practitioners alike will find it a great source of knowledge and actionable ideas!" Jochen, Wirtz, Associate Professor of Marketing, National University of Singapore, Singapore
"This book provides an indispensable aid to hospitality managers, by offering advice from current thought leaders regarding how to design strategy and operate in today's turbulent political and economic environment. The ideas described relate to design of the customer experience; destination image and branding; relationship management; customer satisfaction and loyalty; and the impact of social media on customer choice. One feature that will delight is the excellent referencing and cross-referencing of topics to allow a comparison of suggestions and further study."Eileen Bridges, Professor of Marketing, Kent State University, USA
Rodoula Tsiotsou Ph.D. obtained her Ph.D. from Florida State University and is currently an Assistant Professor of Marketing at the Department of Marketing & Operations Management, University of Macedonia, Greece. She has published in a variety of international journals in business, marketing and leisure. She serves at the editorial boards of the Service Industries Journal and the International Review on Public and Nonprofit Marketing. Her research interests include services marketing (focused on tourism and sports), brand management, relationship marketing, non profit marketing, and e-marketing.
Ronald E. Goldsmith Ph.D. is the Richard M. Baker Professor of Marketing in the College of Business at Florida State University where he teaches consumer behavior and marketing research. Most of his research focuses on personality’s role in consumer behavior and measurement issues, especially in the areas of diffusion of innovations, consumer involvement, and services marketing. Since 1991 he has been a co-editor (North America) for The Service Industries Journal. He has published over 140 articles in leading marketing journals. His book , co-authored with Gordon Foxall, entitled Consumer Psychology for Marketing was first published in 1994 and appears in Chinese, Polish, Russian, and Korean editions.
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