An introductory textbook that offers students a first look at the exciting world of travel and tourism. Its unique approach covers the marketing cycle as well as dedicated chapters on such topics as consumer profiles, sales distribution network, service quality, and salesmanship. Close-ups of professional working in the field, as well as marketing profiles of leading companies, provide meaningful examples. Exams, discussion questions, exercises, and case examples help students integrate what they have learned.

Features:

• gives professional and marketing profiles from leading companies
• exams, discussion questions, and exercises help readers monitor their progress
• focuses on both tourism and travel to provide readers with a balanced perspective

PART 1. MARKETING THE TRAVEL PRODUCT:

1. Marketing and Sales.

What is Marketing?
Marketing Theory.
A Short History of Travel Marketing and Sales.
A Sampling of Careers in Travel Marketing and Sales.

2. Analyzing the Travel Product.

What is the Travel Product?
Characteristics of the Travel Product.
The Service Aspect.
Introducing the Eight Ps.
Managing the Market Mix.
A Case Study.

3. Selecting Target Markets.

Why Travel Markets Need to Be Segmented.
Methods of Segmenting Travel Markets.
Why Companies Do Market Research.
How People Do Market Research.

4. Positioning the Product.

The Principles of Product Positioning.
Establishing a Position.
Creating the Positioning Statement.
Examples of Positioning Statements and Strategies.
The Role of Image in Buying Decisions.

5. Creating Marketing Strategies.

Marketing Strategy Defined.
Marketing Objectives.
Examples of Marketing Strategies.
Marketing Mix.

6. Implementing the Marketing Program.

The Marketing Plan.
Setting the Marketing Budget.
Controlling the Marketing Process.
Evaluating the Marketing Plan.
Keeping Records: A Case Study.

PART 2. SELLING THE TRAVEL PRODUCT:

7. Identifying the Seller.

Special Characteristics of the Travel Product.
Types of Sellers.
Direct Distribution.
Indirect Distribution.
Distribution Models.
Automation and Travel Sales Distribution.

8. Identifying the Traveler's Needs.

The Steps of the Buying Process.
The Needs of the Leisure Traveler.
The Needs of the Business Traveler.

9. Evaluating the Travel Product.

Gathering the Information.
Assessing the Value of Travel.

10. Setting Up the Sale. Advertising.

Public Relations.
Sales Promotion.

11. Personal Selling.

Personal Selling Defined.
Personal Selling and the Travel Market.
Basic Steps of Personal Selling.
Additional Steps for Group and Corporate Selling.

12. Satisfying the Customer.

Principles of Customer Service.
Providing Superior Service.
Following Up the Sale.
Maintaining a Professional Level of Service.
High-Tech Service.
Marketing Information and Market Trends.
The Ongoing Value of Marketing.

APPENDIX A.
APPENDIX B.
APPENDIX C.
GLOSSARY OF TERMS.