|Titre :||Marketing and managing tourism destinations|
|Auteurs :||Alastair M. Morrison|
|Type de document :||ouvrage|
|Editeur :||Londres New-York : Routledge, 2013|
|Format :||596 pages / 26 cm|
|Index. décimale :||TOUR/ 58-5 (Marketing du tourisme)|
[Management] GESTION DU MARKETING
Marketing and Managing Tourism Destinations is a comprehensive and integrated textbook which uniquely considers both destination marketing and management in one volume. It focuses on how destination marketing is planned, implemented and evaluated as well as the management and operations of destination marketing and management organizations, how they conduct business, major opportunities, challenges and issues they face to compete for the global leisure and business travel markets. This textbook provides students with:
A solid introduction to destination marketing strategy and planning, to organization and support planning and then to operations, implementation and evaluation, as well as major issues, challenges and expected new directions for destination marketing, management and Destination Management Organizations (DMOs).
A unique systematic model to manage and market destinations.
Core concepts are supported with well integrated international case studies to show the practical realities of marketing and managing destinations as well as the need to take a flexible and adaptive approach to managing different destinations around the world.
To encourage reflection on main themes addressed and spur critical thinking, discussion questions and links to further reading are included in each chapter.
This accessible yet rigorous text provides students with an in-depth overview of all the factors and issues which are important to consider to make a destination successful.
|Note de contenu :||Part 1: Introduction to Destination Management and Marketing Concepts and Roles 1. The Concepts of Destination Management and Marketing 2. Destination Planning 3. Destination Marketing Planning 4. Destination Management Research 5. Destination Product Development 6. Destination Partnerships and Team-Building 7. Destination Community and Stakeholder Relations 8. Destination Governance and Leadership Part 2: Destination Communications and Promotion 9. Destination Branding 10. Destination Integrated Marketing Communications 11. Destination Information and Communication Technologies Part 3: Destination Markets 12. Consumer Behavior, Segmentation, and Market Trends 13. Domestic Pleasure and Leisure Travel Markets 14. International Pleasure and Leisure Travel Markets 15. Business Travel and Business Event Markets Part 4: The Future of Destination Management and Marketing 16. Future of Destination Management and Marketing|
|00161000243402||TOUR/ 58-5 MOR||Ouvrage||Médiathèque||Tourisme||Disponible|