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The International Marketing of Travel and Tourism

A Strategic Approach

  • Textbook
  • © 1999

Overview

Editors:
  1. François Vellas

    1. Institute of International Development Studies, University of Toulouse, Toulouse, CEDEX, France

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    You can also search for this editor in PubMed   Google Scholar

  2. Lionel Bécherel

    1. International Tourism Consultancy, London, UK

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    You can also search for this editor in PubMed   Google Scholar

  • Provides a strategic perspective to the marketing of travel and tourism (e.g strategic alliances, breakdown of commercial borders, advances in new technologies etc.)
    Thoroughly international throughout with numerous examples and illustrations
    Examines specific issues that are influencing tourism marketing today, including coverage of human resources strategies, service quality and the internet

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Table of contents (12 chapters)

  1. Front Matter

    Pages i-xxi
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  2. Overview of International Tourism Marketing Principles

    1. Front Matter

      Pages 1-1
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    2. The Marketing Concept and International Tourism Marketing

      • Lionel Bécherel, François Vellas
      Pages 3-34

    3. Strategic Analysis and Strategy Formulation

      • Lionel BÉcherel, FranÇois Vellas
      Pages 35-106

  3. Issues and Trends in Contemporary Tourism Marketing

    1. Front Matter

      Pages 107-107
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    2. The Impact of Technology on Tourism Marketing, E-Commerce and Database Marketing

      • Philip Alford
      Pages 109-118

    3. ‘Green’ Strategies in the Tourism and Hospitality Industries

      • Dimitrios Diamantis, Adele Ladkin
      Pages 119-141

    4. The Influence of Human Resources on Tourism Marketing

      • Edith Szivas
      Pages 143-155

    5. Managing the Service Encounter: Consistent High-Quality Delivery Through ‘Internal Marketing’

      • Gemma McGrath
      Pages 157-177

  4. Strategic Marketing in the Tourism Sectors

    1. Front Matter

      Pages 179-179
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    2. Strategic Marketing of Tourism Destinations

      • Richard Batchelor
      Pages 181-195

    3. Strategic Marketing in the Hospitality Sector

      • Tim Knowles
      Pages 197-212

    4. Strategic Marketing in the Air Transport Sector

      • FranÇois Vellas
      Pages 213-245

    5. Strategic Marketing in the Tour Operator Sector

      • Tim Knowles, Peter Grabowski
      Pages 247-262

    6. Strategic Marketing in the Travel Agency Sector

      • J. E. Bigné, L. Andreu
      Pages 263-298

    7. A Word of Conclusion

      • L. Bécherel, F. Vellas
      Pages 299-316

  5. Back Matter

    Pages 317-329
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Keywords

About this book

Tourism marketing has long been considered as a branch of traditional marketing. However, in recent years, tourism marketing has gone through fundamental changes: the pursuit of global strategies based on strategic alliances, the breakdown of commercial borders and advances in new technology have all facilitated the commercialisation of tourism products.
This book sets out to examine the changes shaping the international marketing of tourism and travel. The book begins in defining the role of international marketing in tourism and describes the strategic marketing process, from analysis and strategy formulation to implementation techniques. It provides the marketing theory for the rest of the text. Part two focuses on specific issues that are currently influencing tourism marketing. As such, it explains how technology is affecting the way tourism firms operate, the impact and influence of environmental awareness, human resource strategy and service quality on tourism marketing. Finally, it presents the strategic responses of each of the sub-sectors - hospitality, air transport, tour operation, travel agency and the tourism destination - to the pressures of the changing tourism industry.
The International Marketing of Travel and Tourism is aimed at final year undergraduate and postgraduate students of tourism providing a strategic approach to marketing within this growing sector.

Editors and Affiliations

  • Institute of International Development Studies, University of Toulouse, Toulouse, CEDEX, France

    François Vellas

  • International Tourism Consultancy, London, UK

    Lionel Bécherel

About the editors

FRANÇOIS VELLAS is Professor of International Tourism Economics a the University of Toulouse.

LIONEL BECHEREL is a management consultant specialising in tourism.

Bibliographic Information

  • Book Title: The International Marketing of Travel and Tourism

  • Book Subtitle: A Strategic Approach

  • Editors: François Vellas, Lionel Bécherel

  • DOI: https://doi.org/10.1007/978-1-349-27486-4

  • Publisher: Red Globe Press London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: François Vellas and Lionel Bécherel 1999

  • Edition Number: 1

  • Number of Pages: XXI, 329

  • Additional Information: Previously published under the imprint Palgrave

  • Topics: Tourism Management

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