Marketing Communications in Tourism and Hospitality

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Häftad, Engelska, 2026

AvScott McCabe,Carol Zhang

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The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment, has led to an increased emphasis on communications strategies in today’s digital era.Marketing Communications in Tourism and Hospitality discusses this vital discipline specifically for the tourism and hospitality industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, while developing practical skills needed to understand, interpret, and implement communications strategies within a management context.This new edition has been updated to include:New case studies, drawing on insights from both academics and leading industry practitioners. These cases and illustrations span multiple international regions and service sectors, such as hotels, airlines, food and beverage, events, tour operators, attractions, and destination marketingEnhanced and extended content including two new chapters focusing on digital and interactive marketing and sustainability marketing and communications issues and strategies. These chapters introduce key contemporary topics, including social media marketing, AI, and "nudge" marketingOnline resources are provided for case study discussions and updated weblinks and reading suggestions, as well as discussion questions at the end of chaptersThis systematic and cohesive text is essential reading for tourism and hospitality management students and an invaluable resource for marketing practitioners in this growing area.

Produktinformation

Utgivningsdatum2026-08-25
Mått189 x 246 x 18 mm
Vikt610 g
FormatHäftad
SpråkEngelska
Antal sidor316
Upplaga2
FörlagTaylor & Francis Ltd
ISBN9781138679276

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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.