Hospitality and Tourism Marketing

This book has the right balance of technology and consumer-oriented topics to provide the right balance for tourism marketing practitioners post pandemic.

Hospitality and Tourism Marketing: Building Customer Driven Hospitality and Tourism Organizations is an absolutely crucial book in light of the world post COVID-19. Following the pandemic, big hotel chains like the Accor Group and Marriot closed outlets, but post COVID-19, the global hospitality and tourism sector is bouncing back.

In bouncing back though, the pandemic brought to the fore the absolute need for high levels of customer centricity in a world that was gripped by fear. This new Hospitality and Tourism (H&T) Marketing book takes a customer-oriented approach to discussing marketing discipline in the global H&T sector. With chapters spanning topics like service characteristics of hospitality and tourism marketing, people management strategies for service businesses, consumer behaviour, designing and building brands, electronic marketing, internet marketing, database marketing, and direct marketing and relationship marketing, this book has the right balance of technology and consumer-oriented topics to provide the right balance for tourism marketing practitioners post pandemic.

Auteur

Robert E. Hinson is currently the Pro Vice-Chancellor at the Ghana Communication Technology, having served previously as the Deputy Vice Chancellor Academic at the University of Kigali with additional responsibility as Interim Vice Chancellor of the same University. His main research interests lie in the academic areas of marketing and communications, information and technology management, service management, and social responsibility and sustainability management. He has 33 monographs/Edited volumes and over 150 peer reviewed journal papers/book chapters to his credit. He was ranked by the 2021 and 2022 Alper-Doger (AD) Scientific Index as the #1 African Marketing Scholar and leading business and management scholar in Ghana. His book collection can be accessed at www.robertebohinsonbooks.com Ishmael Mensah is a Professor of tourism and hospitality management and Ghana Director of the Confucius Institute at the University of Cape Coast. He holds a PhD Tourism degree from the same university and is a Certified Hospitality Educator (CHE) by the American Hotel and Lodging Association as well as a Member of the Institute of Hospitality (MIH). Prof. Mensah also holds post-graduate certificates in Hospitality Administration as well as Event Planning & Tradeshow Management from Georgia State University where he was a fellow under the Ghana Tourism Capacity Development Initiative. He has published widely in high-ranking academic journals in the areas of service quality management, destination marketing, environmental management in hotels, special events management, and community-based tourism development. He is currently the Editor-In-Chief of the African Journal of Hospitality and Tourism Management. George Kofi Amoako, is an Associate Professor and the Director of Research at the Ghana Communication Technology University. He obtained his PhD at the London Metropolitan University in the UK .and has considerable research, teaching, consulting and practice experience in the application of Marketing Theory and principles to everyday marketing challenges and management and organisational issues. George has published extensively in internationally peer-reviewed academic journals (A, B and C ranked journals) and presented many papers at international conferences in Africa, America, Europe and Australia. Professor George Amoako has supervised to successful completion six (6) Doctor of Business Administration graduates and currently supervising five (5) PhD students. He is a PhD examiner for Kwazulu Natal University in South Africa and Open University Malaysia. Esi Akyere Mensah is a Senior Lecturer in Tourism Management with over 9 years of teaching and research experience in Ghanaian, British and Ivorian institutions. She has taught tourism and business management and sustainability courses at both undergraduate and postgraduate levels. Her research areas cover a wide range of topics, including post-COVID-19 tourism recovery, sustainability, and leadership in higher education. She is interested in the intersections of migration, development and tourism. Her research in tourism focuses on niche tourism such volunteer tourism and host guest interactions in tourism. Her papers have been published in Tourism Management Perspectives, Journal of International Migration and Integration, International Journal of Tourism Cities and Anatolia. She is currently an editorial board member of the Tourism Planning and Development Journal, a copy editor and a reviewer for tourism journals and corporate institutions. Isaac Sewornu Coffie is a part-time lecturer at the Accra Technical University and holds a PhD in Marketing from the Department of Marketing and Entrepreneurship at the University of Ghana Business School. His teaching and research areas are social marketing, corporate social responsibility (CSR), entrepreneurship, and market orientation. He has over 12 years of corporate working experience as a marketing executive. He is also an entrepreneur. He is published in the Social Marketing Quarterly, Journal of Social Marketing and the International Review on Public and Nonprofit Marketing. Eddy Khosa is a hospitality and tourism professional with three decades experience working across several hotel and tourism destination organisations in Africa. He currently manages the Rock City Hotel in Ghana, having managed the AH Hotel in Ghana directly before his current role.

Contenu

Chapter 1: Understanding Marketing Chapter 2: Marketing for Hospitality and Tourism Chapter 3: Service Characteristics of Hospitality and Tourism Marketing Chapter 4: People Management Strategies for Service Businesses Chapter 5: The Role of Marketing in Strategic Planning Chapter 6: Business Strategy Planning Chapter 7: Marketing Information Systems and Marketing Research Chapter 8: Consumer Behaviour Chapter 9: Organisational Buyer Behaviour Chapter 10: Market Segmentation Chapter 11: Market Targeting and Positioning Chapter 12: Designing and building brands Chapter 13: New product development Chapter 14: The Product life cycle Chapter 15: Pricing Products: Pricing Considerations, Approaches, and Strategy Chapter 16: Distribution Channels Chapter 17: Promoting Products: Communication and Policy Promotion Chapter 18: Promoting Products: Public Relations and Sales Promotion Chapter 19: Promoting Products: The Marketing Communications Plan Chapter 20: Professional Sales Chapter 21: Internal Marketing Chapter 22: Building Customer Loyalty through Quality Chapter 23: Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing Chapter 24: Relationship Marketing Chapter 25: Destination Marketing Chapter 26: Segmenting and Monitoring the Tourism Market Chapter 27: Tourism Strategies and Investments Chapter 28: DEVELOPING TOURISM and HOSPITALITY MARKETING PLANS