Titel: Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists
Autor/en: Bonita M. Kolb
ROUTLEDGE CHAPMAN HALL
März 2006 - kartoniert - 310 Seiten
Tourism Marketing Cities and Towns encourages those working in tourism to view tourism as more than a product but as a way to encourage economic development through brand awareness. This brand will use a citys already existing tourist attractions, distinctive cultural features, natural beauty and/or heritage. These unique features plus the available tourist services can then be packaged together and promoted to tourist segments including day visitors, business people and destination tourists. To create this branded package the student must learn how to analyze the urban tourist product, target the correct visitor group, plan the promotion and evaluate the impact. A special emphasis will be given to designing a promotion plan using branded events targeted at specific tourist segments.
Chapter One: Tourism to Cities and Towns - History of urban tourism - Defining and packaging town as destination - Using tourism to support economic development Chapter Two: Marketing Theory Applied to Places - Introduction to marketing theory - Positioning and branding the event - Providing unique experiences valued by younger tourists Chapter Three: Product analysis - Analysis of physical product (attractions, sports, entertainment) - Analysis of aesthetic product (culture, scenery, history) - Analysis of tourist services (hotels, dining, tours) Chapter Four: Branding the Town - Using branding to gain recognition - Finding a event that conveys the correct image - Developing the message for each tourist segment Chapter Five: Targeting the Visitor - Defining the tourist segments - Targeting by event activity - Researching new target markets Chapter Six: Packaging the Product - Shaping the appropriate city image - Packaging itineraries of product and experience - Packaging activities as events Chapter Seven: Partnering with the Community - Finding resources using economic development funds - Government programs available to develop the tourism product - Using tourism to attract new businesses Chapter Eight: Developing the Image and Message - Creating the promotion message - Planning the event place and image - Using the promotion mix components Chapter Nine: Planning the Promotion - Communicating using advertising and public relations - Visitor centers, familiarization tours and personal selling - Direct marketing to target tourist segments Chapter Ten: Evaluating the Impact - Understanding the tourist experience - Evaluating economic impacts - Researching local resident opinions Conclusion: - List of available community and government resources -Case studies for use in class
"Professor Kolb has written a comprehensive, eminently readable, and-perhaps most importantly-highly applicable guide to effective tourism marketing. This book appears at a propitious time, as cities around the US are rediscovering and building upon their heritages and as central cities are rebounding from their post-war declines. Kolb's global examples and helpful prompts encourage strategic thinking and effective positioning in the increasingly competitive quest for tourist spending. This volume will be used in academic programs, but it belongs on professional bookshelves as well." -Charles M. Gray, Professor of Economics, University of St. Thomas, and President, Association of Cultural Economics International "This is one of the first books to explore in a comprehensive manner how cities can develop a tourism sector. It uniquely combines theory and practice; is clearly written, pertinent and perceptive; and its extensive use of relevant examples makes it interesting and useful for students as well as practioners. At a time when cultural tourism is acknowledged as vital to local economies, Kolb's new book is going to be necessary reading for all of those concerned with promoting cities, towns and the arts." -- Professor Sara Selwood, Head of Department of Cultural Policy and Management, School of Arts, City University, Northampton Square, London "Tourism Marketing for Cities and Towns is a must-read for anyone involved in the expanding fields of cultural tourism and urban marketing. Bonita masterfully combines her comprehensive knowledge of marketing strategies with real life examples of current urban marketing campaigns with how-to worksheets and study questions. The independent marketing consultant and the marketing student alike will find this book accessible and brimming over with useful tips and pointers." -- Monica Shay, Director, Arts and Cultural Management Program, Pratt Institute, Manhattan, NY "...a must read for anyone involved in the expanding fields of cultural tourism and urban marketing since it masterfully combines marketing strategies with real life examples of current urban marketing campaigns." - C-News