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He was formerly Associate Professor of Marketing at the University of Cape Town (UCT) and Director of the Tourism Research Unit at UCT. Richard George is a senior lecturer at ICON College of Technology & Management/Falmouth University in the UK. This textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation.
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These illustrate key concepts and theory, with definitions, key summaries, and discussion questions providing further insights. Thematic case studies include ‘Halal Tourism in Southeast Asia’, and ‘Marketing and Branding Rwanda’. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans.Ĭhapters contain in-depth case studies, including companies like Marine Dynamics Shark Tours (South Africa), Reality Tours & Travel (Mumbai, India), and Makeover Tours (Turkey). Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, and digital and social media marketing. It includes examples from a wide range of destinations, from emerging markets to high-income countries. This textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry.