Tourism marketing for cities and towns : using branding and events to attract tourism / Bonita M. Kolb.

Enhanced descriptions from Syndetics:

Tourism Marketing for Cities and Towns provides thorough and succinct coverage of marketing theory specific to the tourism industry. It focuses on developing the branded destination with special emphasis on promotional planning. In addition, it contains numerous international examples, discussion questions, and strategic planning worksheets.

Table of contents provided by Syndetics

• Preface (p. xv)
• 1 Tourism to Cities and Towns
• Tourism Marketing Defined (p. 1)
• History of Urban Tourism (p. 3)
• Growth in Urban Tourism (p. 4)
• Tourism and Economic Development (p. 5)
• Economic Health of Cities and Tourism Development (p. 6)
• Marketing Concepts Applied to Tourism (p. 8)
• The City as a Product (p. 10)
• The Urban Marketing Process (p. 10)
• Analyzing the City's Tourism Potential (p. 12)
• Consumer Behavior and the Purchase Process (p. 14)
• Travel Intermediaries and the Purchase Process (p. 15)
• Targeting Visitor Segments (p. 16)
• Targeting Travel Intermediaries (p. 17)
• Branding the City's Image (p. 18)
• Using the Brand (p. 20)
• Promoting the Brand (p. 21)
• Summary (p. 22)
• Strategic Tourism Marketing Plan Worksheet (p. 24)
• References (p. 25)
• 2 Marketing Theory and the External Environment
• The Evolution of Marketing Theory (p. 27)
• The Production Approach (p. 28)
• The Sales Approach (p. 30)
• The Consumer Approach (p. 31)
• Tourism Marketing and the Consumer Approach (p. 32)
• Marketing's Relationship to the External Environment (p. 33)
• Components of the Macro Environment (p. 33)
• Components of the Micro Environment (p. 34)
• Environmental Scanning Methods (p. 34)
• Direct Contact Method (p. 35)
• Research Method (p. 36)
• Scanning the Macro Environment (p. 37)
• Economic Environment (p. 37)
• Social Environment (p. 39)
• Demographic Environment (p. 42)
• Scanning the Micro Environment (p. 43)
• Business Community (p. 44)
• Civic Community (p. 45)
• Government Officials (p. 46)
• Summary (p. 48)
• External Environmental Analysis Worksheet (p. 49)
• References (p. 50)
• 3 Tourism Product Analysis
• Importance of Product Analysis (p. 51)
• Adapting the Product (p. 52)
• Core, Supporting, and Augmented Products (p. 54)
• Involving the Community (p. 55)
• Stakeholder Analysis (p. 56)
• Forming the Tourism Committee (p. 57)
• Conducting a Product Analysis (p. 59)
• The City as a Tourist Product (p. 60)
• First Impression Analysis (p. 61)
• Core Product Analysis (p. 62)
• Supporting Product Analysis (p. 64)
• Augmented Product Analysis (p. 67)
• Analyzing Competing Cities (p. 67)
• Competitor Analysis (p. 70)
• Summary (p. 71)
• Product Worksheet (p. 73)
• References (p. 74)
• 4 Strategic Analysis
• Information Available from Environmental Scanning (p. 75)
• Information Available from Product Analysis (p. 76)
• The SWOT Analysis Tool (p. 78)
• Determining Strengths (p. 78)
• Determining Weaknesses (p. 79)
• Analyzing Opportunities (p. 80)
• Analyzing Threats (p. 81)
• Conducting a SWOT Analysis (p. 83)
• The SWOT Process (p. 84)
• Goals, Strategy, and Plans for Developing a Tourist Sector (p. 86)
• Consumer Strategic Focus (p. 88)
• Product Strategic Focus (p. 88)
• Price Strategic Focus (p. 90)
• Place Strategic Focus (p. 91)
• Promotion Strategic Focus (p. 92)
• Combining Strategies (p. 93)
• Mission Statement (p. 94)
• Summary (p. 96)
• SWOT Planning Worksheet (p. 98)
• SWOT Agenda Worksheet (p. 98)
• Strategic Focus Worksheet (p. 99)
• Mission Statement Worksheet (p. 99)
• References (p. 100)
• 5 Segmenting and Targeting Potential Tourists
• The Marketing Process (p. 101)
• Segmentation and Targeting (p. 102)
• Defining Terms (p. 103)
• The Process (p. 104)
• Undifferentiated, Concentrated, and Differentiated Targeting Strategies (p. 106)
• Undifferentiated Strategy (p. 106)
• Concentrated Strategy (p. 107)
• Differentiated Strategy (p. 107)
• Segmentation Methods (p. 108)
• Choosing a Segmentation Method (p. 109)
• Usage Segmentation (p. 111)
• Business Travelers (p. 111)
• Friends and Family (p. 111)
• Day/Weekend Tourists and Traditional Vacationers (p. 111)
• Demographic Segmentation (p. 113)
• Age and Gender (p. 114)
• Ethnicity (p. 114)
• Income (p. 115)
• Family Stage (p. 115)
• Religion (p. 116)
• Psychographic Segmentation (p. 116)
• VALS Model (p. 117)
• Gallup Tourism Model (p. 118)
• Social Class (p. 119)
• Geographic Segmentation (p. 120)
• Targeting Cultural Tourists (p. 121)
• Benefits Desired by Cultural Tourists (p. 122)
• Cultural Tourists and Services (p. 123)
• Summary (p. 124)
• Segmentation Worksheet (p. 126)
• References (p. 127)
• 6 Tourist Purchase Behavior
• Buyer Decision Process (p. 129)
• Need Recognition (p. 130)
• Information Search (p. 130)
• Evaluation of Alternatives (p. 131)
• Purchase Process (p. 131)
• Postpurchase Evaluation (p. 133)
• High-Involvement and Low-Involvement Purchase Decisions (p. 133)
• High-Involvement Purchase Decisions (p. 133)
• Low-Involvement Purchase Decisions (p. 134)
• Level of Involvement and Promotion (p. 135)
• Consumer Motivation (p. 136)
• Maslow's Hierarchy of Needs (p. 137)
• Maslow and Consumer Purchasing (p. 137)
• Maslow and Tourism Marketing (p. 138)
• Meeting Physiological and Safety Needs (p. 139)
• Meeting Belonging Needs (p. 140)
• Meeting Self-Esteem Needs (p. 141)
• Meeting Self-Actualization Needs (p. 142)
• The Product Life Cycle (p. 143)
• The Introduction of Cities (p. 145)
• The Growth of Cities (p. 145)
• The Maturity of Cities (p. 147)
• The Decline of Cities (p. 147)
• Diffusion of Innovation (p. 148)
• Summary (p. 150)
• Maslow Worksheet (p. 152)
• Purchase Process Worksheet (p. 152)
• References (p. 153)
• 7 Tourism Research
• The Importance of Conducting Marketing Research (p. 155)
• Marketing Research Issues (p. 156)
• The Research Process (p. 158)
• The Research Question (p. 158)
• Deciding on Sources of Information (p. 159)
• Quantitative and Qualitative Data (p. 160)
• Choosing the Research Approach (p. 161)
• Descriptive Research Approach (p. 162)
• Exploratory Research Approach (p. 163)
• Causal Research Approach (p. 164)
• Research Methods (p. 164)
• Traditional Survey (p. 164)
• Survey Distribution (p. 167)
• Interviews (p. 167)
• Focus Groups (p. 168)
• Projective Techniques (p. 170)
• Observation (p. 171)
• Experimentation (p. 172)
• Research Design (p. 174)
• Designing the Research Sample (p. 174)
• Sampling Methods (p. 175)
• Conducting the Research (p. 176)
• Reporting the Findings (p. 176)
• The Research Report (p. 177)
• Summary (p. 177)
• Research Proposal Worksheet (p. 179)
• References (p. 179)
• 8 Packaging the Tourism Product
• The Role of Packaging in Tourism Marketing (p. 181)
• Advantages Packages Offer to Visitors (p. 182)
• Advantages Packages Offer to Cities (p. 183)
• Developers of Tourist Packages (p. 184)
• Classification of Packages (p. 186)
• Components of a Successful Package (p. 188)
• Pricing the Package (p. 191)
• Breakeven Analysis (p. 193)
• Distributing the Package (p. 194)
• Travel Intermediaries and Purchasing (p. 196)
• Travel Intermediaries Purchase Process (p. 197)
• Travel Intermediaries and Distribution (p. 198)
• Tour Operators (p. 199)
• Conference Planners and Trade Associations (p. 201)
• Corporate Travel Departments (p. 202)
• Trade Intermediaries and Information Needs (p. 203)
• Summary (p. 204)
• Worksheet on Development of Packages (p. 205)
• References (p. 205)
• 9 Branding Tourism Destinations
• The Challenges of Promoting Services to Tourists (p. 207)
• Service Characteristics (p. 208)
• Intangibility of Services (p. 209)
• Perishability of Services (p. 210)
• Heterogeneity of Services (p. 211)
• Inseparability of Services (p. 213)
• Communicating the Marketing Message (p. 213)
• Communication Strategies (p. 214)
• Communication Process (p. 215)
• Communicating Product Features, Benefits, and Values (p. 216)
• Branding (p. 219)
• Successful Brands (p. 221)
• Brand Creation (p. 223)
• Specialized Branding Models (p. 225)
• Changing a Negative Image (p. 227)
• Positioning the Product (p. 228)
• Summary (p. 229)
• Worksheet on Branding (p. 231)
• References (p. 231)
• 10 Advertising and Public Relations
• Integrated Marketing Communication (p. 233)
• The Promotion Tasks (p. 235)
• Informative Promotion Message (p. 236)
• Persuasive Promotion Message (p. 236)
• Reminder Promotion Message (p. 236)
• Advertising (p. 237)
• Advantages and Disadvantages of Advertising (p. 238)
• Criteria for Successful Advertising (p. 239)
• Creating the Advertisement (p. 239)
• Ad Techniques (p. 240)
• Media Planning (p. 242)
• Advantages and Disadvantages of Media Choices (p. 243)
• Cost of Media (p. 243)
• Promotional Brochures (p. 244)
• Criteria for Successful Brochures (p. 245)
• Cost of Brochures (p. 247)
• Checking the Printed Material (p. 247)
• Distributing the Brochure (p. 248)
• Public Relations (p. 249)
• Functions of Public Relations (p. 250)
• Public Relations Tools (p. 251)
• Media Kits (p. 252)
• Press Release (p. 252)
• Publicity Photographs (p. 254)
• Speeches (p. 254)
• Sponsorship (p. 255)
• Summary (p. 255)
• Advertising Plan Worksheet (p. 257)
• Public Relations Plan Worksheet (p. 258)
• References (p. 258)
• 11 Sales Incentives, Direct Marketing, and Website Development
• Sales Incentives (p. 259)
• Sales Incentive Tools (p. 261)
• Price Deals (p. 262)
• Contests and Sweepstakes (p. 264)
• Premiums (p. 266)
• Frequency Programs (p. 267)
• Direct Marketing (p. 267)
• Advantages of Direct Marketing (p. 268)
• Obtaining Customer Information (p. 269)
• Direct Marketing Methods (p. 270)
• Direct Mail (p. 270)
• Opt-in Email (p. 271)
• Direct Marketing and Sales Incentives (p. 272)
• Website Development (p. 273)
• Tourism Office Website (p. 273)
• Website Advantages (p. 273)
• Website Design (p. 275)
• Addressability (p. 276)
• Interactivity (p. 276)
• Memory (p. 276)
• Design Process (p. 278)
• Website Components (p. 278)
• Website Testing (p. 279)
• Website Addresses (p. 279)
• Summary (p. 280)
• Sales Incentive Worksheet (p. 281)
• Website Design Worksheet (p. 282)
• References (p. 282)
• 12 Trade Promotion, Budgeting, and Collaboration
• Trade Promotion Mix (p. 283)
• Personal Selling (p. 285)
• Skills Needed for Personal Selling (p. 286)
• Personal Selling Process (p. 286)
• Prospecting and Preapproach (p. 287)
• Presentation (p. 288)
• Objections, Closing, and Follow-up (p. 289)
• Familiarization Trips (p. 290)
• Steps in Developing a Fam Tour (p. 290)
• Trade Shows (p. 292)
• Personal Selling at Trade Shows (p. 292)
• Trade Show Success (p. 293)
• The Marketing Budget (p. 295)
• Budgeting Methods (p. 295)
• Percentage of Sales (p. 296)
• Competitive Parity (p. 297)
• Objective and Task (p. 297)
• Difficulties in Establishing Tourism Budgets (p. 298)
• Working Collaboratively (p. 300)
• Advertising Agencies (p. 300)
• Working with Consultants (p. 300)
• Marketing Partnerships (p. 302)
• Collaborating with Neighboring Cities (p. 302)
• Collaborating with the State Tourism Office (p. 303)
• Summary (p. 304)
• Trade Promotion Worksheet (p. 306)
• References (p. 306)
• Index (p. 307)

Author notes provided by Syndetics