Strategic marketing in hospitality and tourism : building a "smart" online agenda / Deepak Chhabra.

Format:

Book

Author/Creator:

Chhabra, Deepak, 1963- author.

Series:

Hospitality, tourism and marketing studies.

Hospitality, Tourism and Marketing Studies

Language:

English

Subjects (All):

Hospitality industry--Marketing.

Hospitality industry.

Hospitality industry--Marketing--Technological innovations.

Tourism--Marketing.

Tourism.

Tourism--Marketing--Technological innovations.

Physical Description:

1 online resource (276 p.)

Place of Publication:

New York, New York : Nova Science Publishers, Inc., 2015.

Language Note:

English

Summary:

This book is a grand probe into the dynamic and evolving nature of strategic marketing in the hospitality and tourism industry. Strategic dimensions of marketing are presented and Internet is treated as an important part of the strategic marketing iceberg to promote a hybrid marketing stance by incorporating traditional marketing techniques. Multiple components of marketing are identified to formulate a strategic online marketing model that is resilient and holds potential to adapt as contemporary environments change. This book is unique in that it proposes a broader treatment of online market

Contents:

STRATEGIC MARKETING IN HOSPITALITY AND TOURISM: BUILDING A 'SMART' ONLINE AGENDA; STRATEGIC MARKETING IN HOSPITALITY AND TOURISM: BUILDING A 'SMART' ONLINE AGENDA; Library of Congress Cataloging-in-Publication Data; CONTENTS; ACKNOWLEDGMENTS; PREFACE; REFERENCES; Chapter 1: TOURISM MARKETING IN THE CONTEMPORARY ERA; DEFINING MARKETING TODAY; A TOURISM SYSTEM PERSPECTIVE; CONTEMPORARY TRENDS IN MARKETING; PROGRESS IN TOURISM MARKETING; GOVERNANCE AND CORPORATE SOCIAL RESPONSIBILITY; SUPPLY CHAIN; BRAND PERSONALITY; RELATIONSHIP MARKETING: LOYALTY AND TRUST; TECHNOLOGY IN TOURISM

SIGNIFICANCE OF STRATEGIC PLANNING IN MARKETINGSUMMARY; REFERENCES; Chapter 2: THE POWER OF WORD OF MOUTH COMMUNICATIONS; EARLY THEORIES OF TOURISM; THE WORD OF MOUTH PHENOMENA; MANAGING WOMCOMMUNICATIONS; ELECTRONIC WORD OF MOUTH; CHALLENGES AND ETHICAL CONCERNS ASSOCIATED WITH EWOM; SUMMARY; REFERENCES; Chapter 3: SOCIAL MEDIA THEORIES; CLASSIFICATION MODEL; SELF- DISCLOSURE; TECHNOLOGY ACCEPTANCE MODEL; HEDONIC CONSUMPTION THEORY; AFFORDANCE THEORY; INTEGRATED SOCIAL MEDIA MODEL; SUMMARY; REFERENCES; Chapter 4: STRATEGIC ONLINE MARKETING MODEL; FUNDAMENTAL COMPONENTS OF ICT

ETHICAL PRODUCTIONETHICAL CONSUMPTION; ENVIRONMENT ANALYSIS; BRAND PERSONALITY; SERVICE QUALITY; COMMUNICATION MIX; SOCIAL MEDIA EFFECTIVENESS; SUMMARY; REFERENCES; Chapter 5: ONLINE MARKETING IN HOSPITALITY AND RELATED SERVICES; SERVICE QUALITY; SERVICE INNOVATIONS; HUMAN RESOURCE MANAGEMENT; DEMAND CAPACITY MANAGEMENT; ONLINE INITIATIVES; ONLINE MARKETING INITIATIVES; DISCUSSION; SUMMARY; REFERENCES; Chapter 6: ONLINE MARKETING IN THE TRANSPORTATION INDUSTRY; MAIN MODES OF TRANSPORTATION; THE AIRLINE INDUSTRY; THE RAIL INDUSTRY; THE CRUISE INDUSTRY; AUTOMOBILE INDUSTRY

ONLINE MARKETING INITIATIVES BY AIRLINES &RAILWAYSDISCUSSION; SUMMARY; REFERENCES; Chapter 7: ONLINE MARKETING BY TRAVEL INTERMEDIARIES; INTERMEDIARIES TODAY; STRATEGIC ONLINE MARKETING INITIATIVES OF TRAVEL AGENTS; DISCUSSION; SUMMARY; REFERENCES; Chapter 8: ONLINE MARKETING IN NATURE-BASED TOURISM -A PARKS PERSPECTIVE; PARKS; ONLINE STRATEGIC MARKETING INITIATIVES; DISCUSSION; SUMMARY; REFERENCES; Chapter 9: ONLINE MARKETING BY HERITAGE ATTRACTIONS; CONTEMPORARY HERITAGE TOURISM TRENDS; SUPPLY CHAIN MANAGEMENT; HERITAGE TOURISM AND TECHNOLOGY/SOCIAL MEDIA

APPLYING THE STRATEGIC ONLINE MARKETING MODELDISCUSSION; SUMMARY; REFERENCES; Chapter 10: ONLINE MARKETING INITIATIVES BY DESTINATION MARKETING ORGANIZATIONS; CHALLENGES ASSOCIATED WITH DESTINATION MARKETING; COLLABORATIONS; DESTINATION IMAGE; DESTINATION BRANDING; ONLINE DESTINATION MARKETING; ONLINE MARKETING EVALUATIONS; DISCUSSION; SUMMARY; REFERENCES; Chapter 11: CONCLUSION: STRATEGIZING ONLINE MARKETING; CONTEMPORARY STRATEGIC ONLINE MARKETINGINITIATIVES BY TOURISM SECTORS; INFLUENCE OF MACRO ENVIRONMENT FACTORS; ROLE OF SEARCH ENGINES; POPULAR SOCIAL MEDIA APPLICATIONS

STRATEGIZING SOCIAL MEDIA

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

1-63482-073-8