Marketing Tourism in South Africa. by Richard GeorgeMarketing Tourism in South Africa. by Richard George

Marketing Tourism in South Africa.

byRichard George

Paperback | August 15, 2011

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This is the fourth edition of Marketing tourism in South Africa by UCT senior lecturer Richard George. This new and updated edition is suitable for universities, universities of technologies and colleges where Tourism Marketing or Marketing for Tourism is taught. This course is taught mainlyat first or second year and sometimes at third year as part of a National Diploma in Tourism Management, a BCom (Tourism) or a post-graduate diploma in Tourism. Up-to-date statistics, analysis of important players, and discussion of key trends ensures the book is at the forefront of local developments in tourism marketing. End-of-chapter case studies and example boxes allow students to grasp the practical applications of the theory to provide real-lifecurrent practice. There are also logos, photos, and website which will save lecturers preparation time while familiarizing the student with the landscape of the tourism industry in South Africa.
Richard George holds a Master's in Tourism and Social Responsibility from Exeter University. He currently lectures in the School of Management at the University of Cape Town, where he obtained a PhD in Marketing. He is the author of various books, among them Marketing South African Tourism and Hospitality.
Title:Marketing Tourism in South Africa.Format:PaperbackDimensions:512 pages, 9.45 × 6.61 × 0 inPublished:August 15, 2011Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195995406

ISBN - 13:9780195995404


Table of Contents

Part I: Understanding marketing in the tourism industry1. Marketing principles2. Characteristics of tourism marketingPart II: Gathering information for decision-making3. The tourism marketing environment4. Tourism marketing planning5. Tourism marketing researchPart III: Analysing the tourism market6. Segmentation, targeting, and positioning7. Consumer behaviour in tourism8. Organisational behaviour in tourism/the meetings industryPart IV: Implementing the marketing mix strategies9. Product-offering strategies10. Pricing strategies11. Distribution strategies12. Marketing communications and advertising strategies13. Sales promotion and personal selling strategies14. eMarketing and direct marketing strategies15. Marketing collateral, public relations, and sponsorship strategies16. Physical evidence, people, and process strategiesPart V: Understanding tourism marketing issues17. Service Quality through Internal and Relationship marketing18. Destination marketing19. Event marketing20. Tourism trends and the future of tourism marketing