Marketing for tourism and hospitality : collaboration, technology and experiences / Alan Fyall, Patrick Legoherel, Isabelle Frochot and Youcheng Wang.

Includes reference and index.

Revisiting traditional approaches to the marketing of tourism and hospitality.--The need for change: the dynamics of the global tourism and hospitality industry.--Collaboration, technology and experiences: drivers for change in the marketing of tourism and hospitality.- Collaboration marketing: partnerships, networks and relationships.--Technology and marketing: social media and beyond.--Experiential marketing: a question of co-creation.--New trends in tourism and hospitality consumption.--Services characteristics and processes.--Looking beyond quality.--Delving deep into the experience.--Consumer intelligence searching: emerging tools, methodologies, and techniques.--Marketing strategy.--Market segmentation, targeting and positioning.--International marketing strategy.--Marketing destinations.--Innovation and new tourism and hospitality products, services and experiences.--Pricing and revenue management.--Image and branding.--Customer relationship management: loyalty and social networks.--Channels of distribution.--Media, public relations and marketing communications.--The future of tourism and hospitality marketing.

"The marketing landscape has changed dramatically in recent years, especially for tourism and hospitality practitioners. Marketing for these industries is now a multi-dimensional, collaborative venture driven by technological change and the growing demand for authentic co-created experiences. Marketing for Tourism and Hospitality provides students with a contemporary, accessible and useful resource as they prepare to encounter the complexities and challenges of tourism and hospitality marketing globally. A clear articulation of the changing landscape, a comprehensive introduction to the three underpinning themes of collaboration, technology and experiences, and a plentiful supply of international case material provide students with an enjoyable and digestible resource that is both academically rigorous and practice-oriented, helping them prepare for day-to-day problems in the dynamic world of marketing. This contemporary, challenging and highly applied text is an indispensable resource for all students of tourism and hospitality degree programmes".