Theory, Practice and Techniques in Tourism Marketing

Tourism is a very complex industry because of its multi-faceted activities which together produce the ‘tourist product’. It is also complex because of various subsectors that are in themselves complex industries, if considered independently. Its 80 complexity lies in the tourism promotion in its various forms directed at large number of people in various lands of different socio-economic structures, having different needs, expectations and behavior patterns. Now days, tourism is one of the fastest growing industries in the world and also one of the most modest segment. This competition is continually growing as to a greater extent destinations seek to attract tourists and more companies and organizations become involved in highly skilled business of destination planning, transportation, accommodation and catering for the tourists. Travel and tourism requisites to be marketed more dynamically than other products as it is an industry in which the customer has huge variety of choice and also diverse motivations for travel. Marketing is an essential part of running a business. In case of tourism marketing, it involves all managerial activities of services firm or organizations are perform with the customer in mind and treating him as the hub of the firm. The customer’s needs, wants and desires are analyzed and categorized, the service marketer then goes back to his service design center to develop service offer especially for the customer.

This book “Theory, Practice and Techniques in Tourism Marketing” is intended to identify for practical marketing purposes the nature of travel and tourism and the industry it supports and, second, to indicate the growth potential of the industry in the next decade and its role in post-industrial societies. Today, tourism development in all areas, both at international and national levels, has aroused public policy makers’ and private sectors’ decision-makers’ attention. With regard to this fact, many countries are seeking a way to improve their economic conditions. Many countries see tourism as a major source of income; employment; private sector growth and development of economical under structures. The awareness of this issue that tourism industry provides considerable foreign exchange earnings to the economy of any country caused tourism to have wide dimensions in various economic, social and cultural aspects and become an industrial income generator for the economy of each country.