Marketing Tourism Places

Online-Ressource (313 p)

Description based upon print version of record

MARKETING TOURISMPLACES; Copyright; Marketing tourism places; Copyright; Contents; List of Tables; List of Figures; Contributors; Preface; Chapter 1. Can Places be Sold for Tourism?; Introduction; Tourism Promotion and Tourist Use; Market Planning as Public Sector Place Management; Is a Tourism Destination a Product?; Is the Tourist a Place Customer?; Can Tourism Places be Managed through Market Planning?; How Much are we Selling Tourism Places for?; Can Places be Sold for Tourism?; I Theory and Concept

Chapter 2. The Concept of Opportunity sets as a Methodological Framework for the Analysis of Selling Tourism Places: The Industry ViewIntroduction; The Concept of Opportunity Sets; Industry opportunity sets; Consumer opportunity sets; Destination opportunity sets; The Development of Industry Opportunity Sets; The consumer, industry, destination linkage; A matrix approach to industry opportunity sets; Profit maximisation; Sales maximisation; Market share maximisation; The Interrelationship of Consumer and Industry Opportunity Sets; Place and the Industry Opportunity Set Matrix; Conclusions

Chapter 3. People, Places and Priorities: Opportunity sets andConsumers' Holiday ChoiceIntroduction; Understanding Holiday Choice; 'The push' - motivations; 'The pull' - images; Other factors in holiday choice; Opportunities and the Holidaymaker; A Three-Dimensional Matrix; Place Preference and Evaluation; Studies of place preference and evaluation; Measuring place preference and evaluation; Opportunity Sets and Choice; Perceived sets and consideration sets; The attainable set; Place preferences; Understanding a Holiday Choice using the Matrix; Conclusions: People, Places and Priorities

Chapter 4. Opportunity sets as Analytical Marketing Instruments: A Destination Area ViewThe Opportunity Set Concept - An Application to Tourist Destination Areas; Characteristics of destination area opportunity sets; Interdependence of destination area opportunity sets; Segmentation of destination area opportunity sets; Penetration of Destination Area Opportunity Sets; Dependency of Destination Area Opportunity Sets; French Ski Resorts - A Case Study; The pattern of French skiing DAOSs; The pattern explained; DAOSs: An Evaluation

Chapter 5. Hedonic Prices and the Marketing of Package Holidays: The Case of Tourism Resorts in MalagaIntroduction; The Tourism Resorts; The Hedonic Price Model; Results; Conclusions; Chapter 6. Strategies for Tourism Destination Development: An Investigation of the Role of Small Businesses; Overview and Role Assessment; Research Design; Purpose of the study; Data collection; Hypotheses; Data analysis; Discussion of the Findings; Conclusion and Implications; Financial implications; The quality issue; Marketing implications; Cooperative strategies; Further Research; II Shaping the Product

Chapter 7. Leisure + Shopping = Tourism Product Mix

Electronic reproduction; Available via World Wide Web

ECONIS - Online Catalogue of the ZBW