Strategic Marketing in Tourism Services by Rodoula H. Tsiotsou, Ronald E. Goldsmith

By Rodoula H. Tsiotsou, Ronald E. Goldsmith

Tourism companies around the globe presently face speedy alterations as a result of marketplace globalization, intensified festival and the dynamic evolution of recent applied sciences. furthermore, it really is anticipated that tourism could be one of many industries that would be most influenced by way of the present recession. The long term good fortune of tourism prone in this type of fierce aggressive and financially tough atmosphere relies not just on having the ability to fulfill consumers wishes and needs, yet to strategically reply to present international demanding situations. accordingly, strategic advertising turns into an important perform in modern tourism prone corporations. Strategic advertising in Tourism companies specializes in advertising recommendations applied in tourism companies enterprises and encompasses a selection of papers relating to particular advertising thoughts. The e-book provides the applying of particular advertising options similar to experiential advertising, branding, goal advertising and marketing, dating advertising and marketing and e-marketing in tourism. additionally, it provides the strategic responses of every tourism sub-sector - hospitality, air delivery, travel operation, shuttle enterprises and the tourism locations - from quite a few international locations all over the world.

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If they aim to remain with a home focus but export their services (enthnocentric), then they need to adapt an international strategy. However, if they can collaborate with one or more other service firms from other countries, then all partners need to adapt their marketing mixes to their overseas operations (polycentric). An international approach refers to a simple extension of exporting, whereby the marketing mix is simply adapted in some way to take into account differences in consumers and segments.

2000). Benefit segmentation: A review of its applications to travel and tourism research. Journal of Travel & Tourism Marketing, 9(4), 21–45. Harrison-Walker, J. L. (2011). Strategic positioning of nations as brands. Journal of International Business Research, 10(2), 135–147. , & Sarigollu, E. (2007). Benefit segmentation of tourists to the Caribbean. Journal of International Consumer Marketing, 20(2), 67–83. , & Ritchie, B. J. R. (2009). Branding a memorable destination experience: The case of ‘‘Brand Canada’’.

Globalization is a combination of extension, adaptation and creation strategies (Wind, Douglas, & Perlmutter, 1973). As Table 1 indicates, global marketing is an evolutionary process and adapting a global strategy should take place gradually. First, tourism firms need to enter to proximate and familiar markets while gradually expand into more distant markets as they become more experienced and knowledgeable of international markets (Contractor, 2007). Douglas and Craig (1989) have proposed three phases that a Table 1: From domestication to globalization of tourism firms.

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