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Tourism Marketing

Book Description

The tourism industry in India is one of them most profitable industries in the country and contributes substantially to foreign exchange. Increased tourism in India has created jobs in a variety of related sectors, both directly and indirectly. Almost 20 million people are now working in the India's tourism industry. India's tourism is thriving, owing to a huge surge in both business and leisure travel by foreign and domestic tourists. Tourism Marketing is first of its kind in the market and no other book deals with the subject so exhaustively. It is based on a well researched structure of marketing. All chapters are based on international research in tourism and Special care has been taken to give the book a global touch. It covers almost all prominent international destinations.

Table of Contents

  1. Cover
  2. Title Page
  3. Contents
  4. About the Author
  5. By the Same Author
  6. Dedication
  7. Preface
  8. 1 - Tourism Market Environment Scanning
    1. Objectives
    2. Introduction to Tourism Marketing
    3. The Significance of Market Environment
      1. Market Environment
    4. Constituents of Tourism Market Environment
      1. Tourism Micro-Environment — Porter's Five Forces Model
      2. Tourism Macro-Environment — PEST Analysis
    5. Market Environment Scanning of Selected Tourism Destinations
      1. Jaipur
      2. Shimla
      3. Hampi
      4. International Tourist Destination: Singapore
    6. Unsung Tourist Destination: Meerut (Uttar Pradesh)
    7. Summary
    8. Field Exercises
    9. References
  9. 2 - Tourist Consumer Behaviour
    1. Objectives
    2. Introduction
      1. Needs of a Tourist
      2. Tourist Life Cycle
    3. Tourist Consumer Behaviour
    4. Analysing Tourist Characteristics
      1. Product-Related Segmentation
      2. Demand-Based Segmentation
    5. Tourist Decision-Making Process
      1. Behavioural Sequence Model
      2. Information Search
    6. Motivators and Deterrents for Tourist Consumers
      1. Motivators
      2. Deterrents
    7. Tourism Consumer Behaviour — Typologies
      1. Sunlust and Wanderlust Tourism
      2. Individual-Experiencing Capability
      3. Shopping and Tourism
    8. Unsung Tourist Destination: Ganapatipule
    9. Summary
    10. Field Exercises
    11. References
  10. 3 - Customer Value, Loyalty and Satisfaction
    1. Objectives
    2. Introduction
    3. Customer-Perceived Value
      1. The Value Hierarchy Model
      2. The Typology of Consumer Value
      3. Sheth, Newman and Gross Model
      4. Customer Benefit
      5. Customer Cost
      6. Customer-Oriented Organization: A Modern Approach
    4. Customer Value Proposition
      1. Problems
      2. Solutions
    5. Customer Loyalty
    6. Customer Satisfaction
      1. Overall Satisfaction with Travel and Tourism Services Model
      2. Why Measure Satisfaction?
    7. Tourism Product and Service Quality
    8. Customer Relationship Management: The Tourism Perspective
    9. Attracting and Retaining Customers
      1. Differentiating Services: An Approach
      2. Advertisement: Impact on Customer Value
    10. Case Study: Advertising and Web Sites — Medium for Communicating Value
    11. Unsung Tourist Destination: Tarkarli (Maharashtra)
    12. Summary
    13. Field Exercises
    14. References
  11. 4 - Services Marketing Issues in Tourism
    1. Objectives
    2. Introduction
    3. Tourism as a Service
      1. Service Industries Related to Tourism
      2. Scope for Improvement in Existing Tourist Services
      3. Role of Marketing in Tourism Services
      4. Channels of Marketing in Tourism Services
    4. Service Quality in Tourism
      1. Tourism Services Marketing Strategies
      2. Issues in Tourism Marketing
      3. Parasuraman's Service Quality Model
    5. Case Study: Tourism in Goa
    6. International Destination: Seattle, Washington
      1. Space Needle
      2. The Pike Public Market
      3. Underground Touring
      4. Seattle Tulip Festival
    7. Unsung Tourist Destination: Srivardhan – Harihareshwar (Maharashtra)
    8. Summary
    9. Field Exercises
    10. References
  12. 5 - Marketing Mix and C's of Marketing in Tourism
    1. Objectives
    2. Introduction
    3. How Tourism Marketing is Different
    4. Case Study: Hong Kong — The Transformation
    5. Marketing Mix
      1. Internal Marketing Mix
      2. External Marketing Mix
    6. Case Study: The 4 C's of Tourism
    7. India as a Tourist Destination
      1. Types of Indian Tourism
      2. The 4 P's of Indian Tourism
    8. Case Study: Lakshadweep — Untapped Potential
    9. Case Study: From Cricket to Olympics
      1. The 4 Cs of Tourism Marketing
    10. Unsung Tourist Destination: Ranikhet
    11. Summary
    12. Field Exercises
    13. References
  13. 6 - Tourism Life Cycle
    1. Objectives
    2. Introduction
      1. Stage 1: Exploration
      2. Stage 2: Involvement
      3. Stage 3: Development
      4. Stage 4: Consolidation
      5. Stage 5: Stagnation
      6. Stage 6a: Decline
      7. Stage 6b: Rejuvenation
    3. Tourism Area Life Cycle Theory
      1. Life Cycle Theory: Origin and Use
      2. Implication of TALC Theory
      3. Tourism Regions
      4. Validation of TLC Theory on Real Destinations
      5. Identifying Butler's Stages
      6. Tourist Life Cycle
    4. General Marketing Strategies
    5. Tourist Destinations in India
      1. Criteria for Selecting the Destinations
    6. Identification of Life-Cycle Stages and Marketing Strategies
      1. Taj Mahal
      2. Marketing Strategies
      3. Generic Strategies
      4. Fatehpur Sikri
      5. Bada Imambara
      6. Hampi
      7. Valley of Flowers
    7. Summary
    8. Field Exercises
    9. References
    10. Appendix
  14. 7 - Tourism Market Segmentation and Targeting
    1. Objectives
    2. Introduction
    3. Market Segmentation, Targeting and Positioning (STP)
    4. Segmentation
      1. Segment Identification
      2. Segmentation Techniques
      3. Segment Evaluation
      4. Levels of Market Segmentation
      5. Patterns of Market Segmentation
      6. Effective Segmentation
    5. Market Segmentation in Tourism
      1. Special Bases for Tourism Segmentation
      2. Application of Segmentation Variables in Tourism
    6. Targeting
      1. Selecting and Entering Market Segments
      2. Targeting Multiple Segments and Super Segments
    7. Positioning
    8. Prominent Genres in Indian Tourism
    9. Case Study: Mcleodganj and Triund — An Exciting Experience as a Tourist
    10. Unsung Tourist Destination: Renuka Lake
    11. Summary
    12. Field Exercises
    13. References
  15. 8 - Differentiation and Positioning in Tourism
    1. Objectives
    2. Introduction
    3. Differentiation: Basic Idea
      1. Stages in Differentiation
      2. Differentiation Tools
      3. Services Differentiation
    4. Positioning: Basic Idea
      1. Consumers' Perceptual Space
      2. Positioning Process
      3. How Many Differences to Promote?
      4. Positioning Errors
    5. Positioning of Three Indian States
      1. Uttarakhand
      2. Kerala
      3. Goa
    6. Case Study: Singapore's Positioning as a Tourist Destination
    7. Case Study: Positioning of West Bengal Using Durga Puja
    8. Case Study: Medical Tourism in India
    9. Conclusion
    10. Unsung Tourist Destination: Ghatshila (Jharkhand)
    11. Summary
    12. Field Exercises
    13. References
  16. 9 - Tourism Product Development and Packaging
    1. Objectives
    2. Introduction
    3. Tourism Product
      1. Tourism Product Development
      2. Essential Requirements in Product Development
    4. Creating Experience Set
      1. Experiences are Different from Activities
      2. How Does It Work?
      3. Experiences, Not Destinations
    5. Product Differentiation
      1. Walt Disney World Resort — A Tourist Destination with a Difference
    6. Product Positioning
    7. Product Development and Sustainable Tourism
    8. Tourism Product Packaging
      1. Packaging Benefits
    9. Tourism Packaging Factors
      1. Incentives
      2. Communication
      3. Branding
      4. Pricing
    10. Case Study: Barnawapara Sanctuary
    11. Unsung Tourist Destination: Mirzapur
    12. Summary
    13. Field Exercises
    14. References
  17. 10 - Tourism Promotional Mix: An Integrated Marketing Communication (IMC) Approach
    1. Objectives
    2. Introduction
      1. The Communication Process
      2. Types of Attention
    3. Integrated Marketing Communication
    4. Tourism Marketing Communication (TMC)
      1. Significance of Tourism Marketing Communication
      2. Relevance of Tourism Marketing Communication
      3. Influence on Tourists
      4. Implications of TMC
      5. Applications of TMC
      6. Analysis of Situations in which TMC Suits Best
    5. Communication Objectives
      1. Long-Term Objectives
      2. Short-Term Objectives
    6. Stages in Designing Communication Strategy
      1. Identification of Target Audience
      2. Determining Communication Objectives
      3. Designing the Message
      4. Selecting Communication Channels
      5. Establishing Promotional Budget
      6. Deciding on the Promotional Mix
      7. Measuring Promotional Results
    7. Tools of Communication
    8. Developing an IMC Mix for Different Types of Tourism
      1. Undifferentiated Marketing
      2. Differentiated Marketing
      3. Concentrated Marketing (Niche Marketing)
    9. Contemporary Avenues in Tourism Marketing Communication: Blogs
      1. Blogs
    10. Case Study: Promoting San Gimignano
    11. Case Study: Incredible India Campaign
    12. Unsung Tourist Destination: Chail (Himachal Pradesh)
    13. Summary
    14. Field Exercises
    15. References
  18. 11 - Destination Branding: Building Brand Equity
    1. Objectives
    2. Branding
      1. Destination Branding
      2. Branding Country, Region and City
      3. The Principles of Destination Branding
      4. Benefits of Destination Branding
    3. Destination Brand Positioning
    4. Destination Brand Equity
    5. Destination Branding: Evolution
      1. Destination-Brand Models
      2. Places as Relational Brand Networks
    6. Choosing a Destination
    7. Destination Brand Performance Measurement
    8. Brand Value Sustenance
    9. Case Study: Destination Branding in Kerala
    10. Unsung Tourist Destination: Velankanni
    11. Summary
    12. Field Exercises
    13. References
  19. 12 - Information and Communication Technology in Tourism Marketing
    1. Objectives
    2. Introduction
    3. Role of Information and Communication Technology (ICT) in Tourism
      1. Web Site
      2. Mobile Communication
      3. Smart Cards
      4. Management Information System (MIS)
    4. ICT and Tourism Marketing: Infinite Avenues for Growth
    5. Key Trends for Use of ICT
    6. ICT and Tourism: Key Roles and a Concept of an e-Community
      1. Comparison of Indian Tourism Web Sites with their Global Counterparts
    7. Unsung Tourist Destination: Chitrakot (Chhattisgarh)
    8. Summary
    9. Field Exercises
    10. References
  20. 13 - Tourism Marketing: Planning, Implementation and Control — A Holistic Approach
    1. Objectives
    2. Introduction to Tourism Marketing
    3. Strategic Context
      1. Corporate Vision
      2. Corporate Mission
      3. Corporate Goals and Objectives
    4. Analysis of the Tourism Environment
      1. Strategic/Macro-Environment
      2. Tactical/Micro-Environment
      3. Analysis of Market Environment
      4. Analysis of Internal Environment
      5. Marketing Budget
      6. Strength Weakness Opportunity Threat (SWOT) Analysis
    5. Marketing Strategy Formulation and Planning
      1. Generic Strategy Options
      2. Market Position
      3. Push or Pull Approaches to Marketing Strategy
      4. Marketing Objectives
      5. Segmentation, Targeting and Positioning
    6. Implementation: The Tourism Marketing Mix
      1. Implementation
      2. Extended Marketing Mix
    7. Marketing Control
      1. Evaluation
      2. Control
      3. Terrorism and Tourism
      4. Terrorism Prevention
      5. Tasks for Terrorism Prevention Cell
    8. Case Study: Croatian — Tourism Marketing Issues
    9. Conclusion
    10. Unsung Tourist Destination: Ranchi
    11. Summary
    12. Field Exercises
    13. References
  21. 14 - Contemporary Avenues in Tourism
    1. Objectives
    2. Introduction
    3. Tourism with a Difference: Some Unique Tourist Destinations
      1. Buñol, Spain
      2. Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch, Wales
      3. San Jose, California
      4. Ahmedabad, Gujarat, India
    4. Ecotourism
      1. Basic Principles
    5. Sports and Adventure Tourism
      1. Recent Trends
    6. Entertainment Tourism
      1. Disneyland
      2. Film Festival Tourism
      3. Film Tourism in India
      4. Conclusion
    7. Medical Tourism
      1. Reasons for the Success of Medical Tourism
      2. Medical Tourism in India: An Emerging Industry
    8. Literary Tourism
    9. Rural Tourism
      1. Rural Tourism Development
      2. Rural Tourism in India
      3. Challenges
      4. Conclusion
    10. Music Tourism
      1. Graceland, Tennessee
      2. Traditional Music of Scotland
      3. Chennai Music Festival
    11. To Conclude: Some Upcoming Trends
      1. Space Tourism
      2. Dark and Disaster Tourism
      3. Other New Advents
    12. Case Study: Dubai Shopping Festival
    13. Unsung Tourist Destination: Wayanad (Kerala)
    14. Summary
    15. Field Exercises
    16. References
  22. Glossary
  23. Notes
  24. Acknowledgements
  25. Copyright