Marketing for tourism - J. Christopher Holloway

This edition has the same underlying philosophy as the earlier editions: namely that the principles behind the marketing of tourism are common to all goods and services. The text thus aims to bridge the gap between general principles and their application to travel and tourism products.;The book is designed to lay the groundwork for an understanding of marketing principles and to reveal how these principles are applied in marketing generally and in the travel and tourism industry in particular. This knowledge should then provide the basis for further study of specific aspects of marketing, such as marketing research, international marketing and advertising.;Practical and factual illustrations are given throughout the book of how marketing theory is implemented in the industry, and this edition introduces a set of case studies drawn from real life experiences in the tourism industry. In particular, illustrations are frequently drawn from current real life marketing experience within a major British tour operator.;The book is designed to be read by those starting out in their careers in the tourism business. It should be useful for those studying for GNVQs in Leisure and Tourism at levels 3 and 4, as well as those on Higher National Diploma courses or first degree courses in which tourism marketing is studied as an option. In addition, those taking professional courses, such as HCIMA, CIT and ILAM, may find the book helpful as an introduction to theory and practice.