PART I. Understanding marketing in the tourism industry -- 1. Touring marketing principles -- 2. Characteristics of tourism marketing -- PART II: Gathering information for decision making -- The tourism marketing environment -- 4. Tourism marketing planning -- 5. Tourism marketing research -- PART III: Analysing the tourism market -- 6. Segmentation, targeting, and positioning -- 7. Consumer behaviour in tourism -- PART IV: The tourism marketing mix -- 8. Tourism products -- 9. Pricing tourism products -- 10. Tourism distribution -- 11. Promoting and advertising tourism products -- 12. Sales promotion and personal selling in tourism -- 13. Digital marketing and direct marketing strategies -- 14. Marketing collateral and public relations in tourism -- PART V: Understanding marketing issues in tourism -- 15. Service quality through internal and relationship marketing -- 16. Learning outcomes -- 17. Event marketing -- 18. Tourism trends and the future of tourism marketing.