Marketing Communications in Tourism and Hospitality - Carol Zhang

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.Marketing Communications in Tourism and Hospitality: concepts, strategies and cases 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, whilst 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 throughout from a range of international regions and diverse service sector including well – being tourism. Cultural differences and the successes and failures of communication marketing is explored in one case per chapter.An enhanced and extended chapter on Interactive and E-communications including destination management systems, promotion, twitter, facebook, third party channels such as Expedia and tracking.New content on: budgeting for marketing communications, evaluation and control and role of integrated marketing.New annotated weblinks and reading suggestions as well as critical review questions at the end of chapters.This sys
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