Summary

Tourism Marketing provides a contemporary approach to formulating,implementing and monitoring marketing strategy for regional tourismmarketers and small businesses, the latter comprising over 90% ofthe 'tourism industry'. The principal aim of Tourism Marketing isto demonstrate how marketing principles apply in the tourismindustry in Australia, New Zealand and the Asia-Pacific.

This text will provide students with a thorough understanding of: a conceptual framework for tourism and travel marketing the role and importance of destination marketingorganisations factors influencing tourism demand and supply characteristics of consumer-traveler behaviour services marketing in tourism the role of marketing research in management decisionmaking approaches to branding, positioning and segmentation the philosophy of integrated marketing communicationsperformance metrics