Marketing Communications in Tourism and Hospitality

Scott McCabe is Professor of Marketing at the Birmingham Business School, University of Birmingham, UK, and Professor of Tourism Management and Marketing at the University of Eastern Finland Business School, Finland. His research interests are in consumer behavior and marketing and consumption of tourism, with a specific interest in bottom of the pyramid consumers and he has championed the cause of social tourism in the UK and Europe. His research on tourist experience, ethics and responsibility, emotions and sustainability marketing communications spans six books and over 150 research outputs which have been widely cited.Carol Zhang is an Associate Professor of Tourism Marketing at the University of Nottingham, UK. An internationally recognized scholar in place marketing, heritage, and identity, she has published widely in leading academic journals, with research examining how socio-political change shapes identities and relationships between people and place. Her funded projects also highlight the crucial role of marketing communication in fostering cultural connections within multicultural and inclusive societies.

• 1. Positioning Marketing Communications for Tourism and Hospitality. PART I CORE CONCEPTS SHAPING MARKETING COMMUNICATIONS 2. Communications Theory and Applications. 3. The Marketing Environment and Its Relationship to Marketing Strategy. 4. Consumer Roles in Marketing Communications. PART II STRATEGIC FOUNDATIONS OF MARKETING COMMUNICATIONS 5. Marketing Strategy and Organizational Strategy. 6. Segmentation, Targeting, and Positioning. 7. Marketing Communications Planning. PART III IMPLEMENTING MARKETING COMMUNICATIONS STRATEGIES 8. Communications Strategies. 9. Digital Marketing. 10. Marketing Sustainability and Sustainability Marketing. 11. Conclusion and Future Issues in Marketing Communications.