Marketing Tourism Destinations: A Strategic Planning Approach

By Ernie Heath and Geoffrey Wall

Book Overview

The global significance of tourism as an economic, environmental, and social force has never been greater. Modern methods of transportation enable growing numbers of people to travel to almost any area of the world; in the developed world, travel is now regarded as a right, rather than a privilege.

Based on proven marketing principles, Marketing Tourism Destinations defines tourism and its "product" and examines the nature of tourist businesses, with an emphasis on planning for tourism development. Comprehensive, readable chapters discuss such topics as:
* Regional goal and strategy formulation
* The strategic marketing planning framework
* Environment and resource analysis
* Target marketing and regional positioning strategy
* Regional marketing mix strategy


and more, with cases and examples applicable to different parts of the world.

From its thorough introduction, through each extensively referenced section to the final summary chapter with its valuable recommendations for regional tourism organizations, Marketing Tourism Destinations is an important step forward in the literature of tourism marketing and planning.

• Format: Hardcover
• Language: English
• ISBN: 0471540676
• ISBN13: 9780471540670
• Release Date: January 1992
• Publisher: Wiley
• Length: 240 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.7" x 6.3" x 9.3"