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Now in its third edition, the best-selling text, Marketing in Travel and Tourism, explains the principles and practice of marketing as they are increasingly being applied in the global travel and tourism industry. Building on the success of previous editions, the authors have completely revised the text to reflect the changes in the travel and tourism industry in the 21st century. International examples and case studies drawn from recent practice in several countries are used throughout the text. Case studies emphasising the role of ICT include: Microburners, Travel Inn (budget hotels), RCI Europe, the Balearic Islands, and ICT and the role of the Internet in international NTO strategies.With its comprehensive content and user friendly style, Marketing in Travel and Tourism third edition takes the reader from an initial definition of the subject matter through to the application of marketing in the travel and tourism industry, discussing crucial components such as planning strategy and the marketing mix, making it an indispensable text for both students and practitioners alike. Explains the concepts and principles of marketingExtensive use of case histories and examplesA classic work of reference
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Marketing in Travel and Tourism
About the principal author Professor Victor Middleton has some thirty years of international experience of marketing practice. Commencing his career with two international blue chip f.m.c.g. companies and a national tourist board, he has worked directly with The European Commission, Governments in the UK and elsewhere, national and regional tourist offices in many countries and with local authorities. He has extensive experience with visitor attractions, especially in the heritage field, and with hotel and other accommodation interests. His research interests encompass sustainable development, market research, visitor management, cultural strategies and the role of small businesses – within an overall concept of customer orientation and the values of a marketing philosophy. A full time academic at the University of Surrey for twelve years, he was among the first in Europe to lecture in tourism marketing. A Founder Fellow and former Chairman of the UK Tourism Society, he has been an independent management consultant in tourism since 1984. He combines running his own ‘micro-business’ with writing books and his Visiting Professorships at Oxford Brookes University and the University of Central Lancashire. Well known on the international conference circuit, his articles, books, contributed chapters and other publications number well over one hundred. By the same author in recent years Sustainable Tourism: A marketing perspective (with Rebecca Hawkins) (1998) Measuring the Local Impact of Tourism (1996) New Visions for Museums in the 21st Century (1998) New Visions for Independent Museums in the UK (1989) Review of Tourism Studies Degree Courses in the UK (1993)
Marketing in Travel and Tourism Third edition
Victor T. C. Middleton with Jackie Clarke
OXFORD AUCKLAND BOSTON JOHANNESBURG MELBOURNE NEW DELHI
Butterworth-Heinemann Linacre House, Jordan Hill, Oxford OX2 8DP 225 Wildwood Avenue, Woburn, MA 01801-2041 A division of Reed Educational and Professional Publishing Ltd A member of the Reed Elsevier plc group First published 1988 Reprinted 1988, 1989, 1990, 1992, 1993 Second edition 1994 Reprinted 1995 (twice), 1996, 1997, 1998, 2000 Third edition 2001 © Victor T. C. Middleton 1988, 1994, 2001 All rights reserved. No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs a