Marketing in travel and tourism

Marketing in Travel and Tourism
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Marketing in Travel and
Tourism
Fourth edition
Victor T. C. Middleton,
Alan Fyall and Michael Morgan,
with contributions from Ashok Ranchhod
AMSTERDAM  BOSTON  HEIDELBERG  LONDON  OXFORD  NEW YORK
PARIS  SAN DIEGO  SAN FRANCISCO  SINGAPORE  SYDNEY  TOKYO
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Fourth edition 2009
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British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Middleton, Victor T.C.
Marketing in travel and tourism/Victor T.C. Middleton; with Alan Fyall, Mike Morgan and Ashok Ranchhod. – 4th ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-7506-8693-8
1. Tourism–Marketing. I. Fyall, Alan. II. Morgan, Michael. III. Ranchhod, Ashok. IV. Title.
G155.A1M475 2009
910.68’8–dc22
2008054448
ISBN: 9780750686938
For information on all Butterworth-Heinemann publications
visit our website at books.elsevier.com
Printed and bound in Slovenia
09 10 11 12 10 9 8 7 6 5 4 3 2 1
Dedication
This book is dedicated to the memory and contribution of Professor S. Medlik (1928
to 2007) who was influential in the production of the first edition of this book and
took a keen interest in the subsequent editions, offering many helpful comments
over the years. Rik was a pioneer of tourism studies in the UK and European
mainland with highly regarded contributions to the field of tourism as a scholar,
educator and consultant in many other countries over several decades.
Born in Czechoslovakia, Rik came to England as a refugee in 1948. A graduate in
economics and commerce at the University of Durham, he became a lecturer at

Battersea Polytechnic in the Department of Hotel, Catering and Institutional
Management in 1955, becoming Head of Department of Hotel, Catering and
Tourism Management at the University of Surrey from 1966–1977. He undertook an
evaluation of the main tourism courses in Europe in 1966 before establishing the
first short tourism course in the UK at Surrey in 1968, subsequently developing the
first postgraduate course in England at Surrey in 1972.
With his colleague John Burkart, using a business analysis approach, Rik co-
authored the first substantive textbook on tourism – Tourism: Past Present and
Future published by Heinemann in 1974. Middleton acted as reader and commen-
tator for that book in the draft stages.
In all, Rik published some 20 books with Heinemann, Butterworth-Heinemann
and latterly Elsevier and acted for over two decades as a consultant author for the
publisher’s tourism titles. He was the right man in the right place at the right time as
tourism studies developed. His wise influence in many countries around the world
and on the lives of hundreds of students is unlikely to be equalled and this book
celebrates his memory one year after his death.
v
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About the principal authors
Professor Victor Middleton has had some forty years’ international experience of
marketing practice. Commencing his career with Procter & Gamble and Gillette he
worked for the national tourist office in Great Britain before becoming a full time
academic at the University of Surrey. He was one of the first in Europe to teach
marketing in tourism to undergraduate and postgraduate students in the 1970s. He
has been an independent management consultant, author and academic since the
1980s and has produced over one hundred articles, chapters and books during the
last 30 years. He holds appointments as a visiting professor at two British univer-
sities and was awarded an OBE for services to tourism in 2005.
A founder fellow and former Chairman of the UK Tourism Society, apart from
marketing, Victor Middleton’s research interests encompass the measurement of

tourism, the development of sustainable tourism, destination management and
small businesses. He has worked for the European Commission, PATA, and national,
regional and local governments in the UK and in many countries around the world.
By the same author in recent years
British Tourism: The Remarkable Story of Growth (2005 and 2007)
Marketing in Travel and Tourism (1988, 1994 and 2001)
Sustainable Tourism: A marketing perspective (with Rebecca Hawkins) (1998)
Measuring the Local Impact of Tourism (1996)
New Visions for Museums in the 21st Century (1998)
New Visions for Independent Museums in the UK (1989)
Review of Tourism Studies Degree Courses in the UK (1993)
Dr Alan Fyall is Deputy Dean, Research & Enterprise in the School of Services
Management and Head of Enterprise, Centre for Research & Enterprise, Bournemouth
University. His research interests lie in destination management and emerging
destination management structures while he has published numerous books and
peer-reviewed journal articles on all aspects of destination management and
marketing, the management of heritage and visitor attractions, sport tourism,
festivals and events and collaboration marketing. Alan is a former member of the
Bournemouth Tourism Management Board while he is currently serving as an
adviser to the Commonwealth Tourism Centre in Malaysia. Alan has undertaken
contract research for major clients in many countries around the world including
projects undertaken in the Caribbean, Southern Africa, Central Asia, Europe and
the Far East.
vii
Michael Morgan is Senior Lecturer in Tourism and Leisure Marketing at
Bournemouth University and Leader of the MA European Tourism Management
programme delivered in six European Universities. Coming to academic life after
a career in travel and tour operations, he has written numerous articles and book
chapters on tourism marketing and is currently conducting research into tourist
experiences and experience management.

About the principal authors
viii
Foreword
Marketing grows ever more important for managers in the 21
st
century as companies
seek to win the attention of their customers and stakeholders. All parts of the
business are involved, from boardroom to front line staff. Marketing is just as rele-
vant to not-for-profit organizations and government bodies that serve the public , as it
is for multi-nationals, small businesses and sole traders in the private sector. Over
the last decade in particular prosperity in business has reflected the ways in which
companies:
 Organize their product design and delivery around customer interests – the
customer centric approach reflects a world that has increasingly shifted the
balance of power towards buyers.
 Establish core values that underpin strategic planning and decision-making at
every level of the business, usually reflecting wider social and environmental
values.
 Create and promote distinctive branding for product portfolios that promotes
relationships with customers.
 Control, maintain and continuously improve product quality to match or
exceed the offers of competitors.
 Sustain profitability in challenging times.
Marketing is fundamental to each of these five business processes. Each has to be
developed and delivered continuously in a globally competitive context utilizing the
remarkable developments of the Internet since the widespread availability of
Broadband and the rapidly developing world of e-marketing.
The fourth edition of this well-established book addresses the meaning and
application of marketing in what is commonly described as the Worlds ‘largest
industry’. It examines the principles of marketing in global services management,

focussing on each of the main sectors in travel and tourism. It does so against an
economic and political backdrop in 2008/2009 of what many now expect to be
global economic recession more severe than any experienced in our current working
lives.
I endorse the close attention that the authors pay throughout this book to
explaining the cohesive thought processes through which marketing decisions are
made. Vision, planni ng, implementation, research and the use of management
information systems to monitor decisions are the fundamentals of all industries. But
it is a far from perfect process and the big decisions invariably reflect judgement and
foresight backed by experience and the best available evidence. Marketing is very
much an evolving body of knowledge, still as much art as science, repaying contin-
uous evaluation and development.
ix
Above all, as this book stresses, marketing is a continuous learning process and
an experience that daily redefines the leading edge of business practice in consumer
centric organizations. This book reflects that and I am pleased to commend it to
readers.
Alan Parker CBE
Chief Executive, Whitbread PLC
Foreword
x
Contents
Dedication v
About the principal author vii
Foreword ix
Preface xiii
Acknowledgements xix
List of figures xxi
List of tables xxiii
List of mini-cases xxv

Part One The Meaning of Marketing in Travel and Tourism 1
CHAPTER 1
Introducing travel and tourism 2
CHAPTER 2 Introducing marketing: the systematic thought process 20
CHAPTER 3 The special characteristics of travel and tourism marketing 38
CHAPTER 4 The dynamic business environment: factors influencing
demand for tourism 56
Part Two Understanding the Consumer and the Marketing Mix in Travel
and Tourism 75
CHAPTER 5
Understanding the consumer: tourism motivations and buyer behaviour 76
CHAPTER 6 Market segmentation for travel and tourism markets 96
CHAPTER 7 Product formulation in travel and tourism 118
CHAPTER 8 The evolving marketing mix for tourism services 136
Part Three Planning for Marketing Strategy and Short-term Operational
Objectives and Compaigns 159
CHAPTER 9
Marketing research in travel and tourism 160
CHAPTER 10 Planning marketing strategy 180
CHAPTER 11 Marketing planning: the process 204
CHAPTER 12 Planning marketing campaigns: budgeting and evaluating
marketing performance 220
xi
Part Four Communicating with and Influencing consumers 239
CHAPTER 13
The growth and role of information and communications
technology and the rise of the dominant consumer 240
CHAPTER 14 E-marketing: the effective use of ITC 258
CHAPTER 15 Distribution channels in travel and tourism: creating access 274
CHAPTER 16 Integrating the promotional and communications mix 292

CHAPTER 17 Brochures, print and other non-electronic information 316
Part Five Applying Marketing in the Main Sectors of Travel and Tourism 335
CHAPTER 18
Marketing tourism destinations 336
CHAPTER 19 Marketing accommodation 362
CHAPTER 20 Marketing passenger transport 382
CHAPTER 21 Marketing visitor attractions 404
CHAPTER 22 Marketing inclusive tours and product packages 426
Part Six Case Studies of Marketing Practice in Travel and Tourism 445
CASE 1
Tourism New Zealand 447
CASE 2 YOTEL 453
CASE 3 Agra – Indian World Heritage Site 459
CASE 4 Travelodge: 465
CASE 5 Alistair Sawday Guides 471
Epilogue: Prospects for travel and tourism marketing 477
References and select bibliography 487
Index 493
Contents
xii
Preface
It is now some twenty years since the first edition of this book was published. As
every author knows, any book is a leap in the dark. One can hope but one cannot
know in advance how readers will receive it. In fact Marketing in Travel and Tourism
has been sold internationally to tens of thousands of readers, translated into several
different languages, endorsed as essential reading on hundreds of courses and
reprinted almost every year to meet demand. For the fourth edition, encouraged by
reviews and by many people in several countries, the book has been developed further
to reflect the global marketing conditions of the twenty-first century. Alan Fyall,
Mike Morgan and Ashok Ranchhod joined the principal author in the preparation of

this edition and we share an enthusiasm for the subject of tourism marketing that we
hope is transparent.
The information in each chapter has been updated and the content revised. We
have retained the overall structure of the book and some of the core content because
it clearly works for readers. New material has been added to all chapters, diagrams
have been modified and up-to-date case studies of international practice included. In
particular, the new edition reflects:
 The growing impact of globalization in demand for and supply of travel and
tourism products
 The exponential growth and revolutionary impact of the Internet since the first
pioneering B2C travel websites appeared in 1995
 The effects of a decade of real income growth in most developing countries on
changing and sophisticating the consumer demand patterns of more
experienced travellers
 The remarkable economic growth in China and India that underpins massive
potential for expanding the markets for travel and tourism within, from and to
those countries
 The continued worldwide growth of courses and books on every specific aspect
of travel and tourism, which in our judgement increases the need for a cohesive
holistic understanding of the subject of marketing that this book aims to
provide
 The impact of international terrorism, already evident since the 1970s but
massively influenced by 9/11 in 2001, the invasion of Iraq and subsequent
events
 The perceived impact of global warming and climate change caused by world
population expansion, rapid industrial growth and associated CO
2
pollution
and the use of fossil fuels in particular for heating and transport. Susta inable
development has risen substantially on the international political agenda and

xiii
international travel and tourism, especially air transport, is increasingly
targeted for tighter regulation to limit growth
Nearly all these 21
st
century developments were reflected to some extent in the
third edition published in 2001 but with the understanding and perceptions of the
late 1990s. Thinking has moved on substantially in the years to 2008 and this
edition reflects up-to-date evaluation of each of these key developments drawing on
the perspective of new authors. The Epilogue has also been rewritten draw ing on our
current appreciation of key events affecting worldwide travel and tourism. As this
book goes to press, the world financial markets are engulfed in crisis and predictions
of severe economic recession are being made daily. If, as seems likely, the recession is
deep, the impacts on travel and tourism will be very significant with business
collapses certain. But these events will not undermine or change the arguments for
better marketing made in this book.
Academic contributions have explored the subject of marketing on as many
dimensions of travel and tourism as can be identified. Such development is
a natural process appropriate to an expanding subject area. It is the case, however,
that many such contributions have adopted a linguistic complexity that is often
confusing to people working in the business and to students. The authors of this
book are guided by the opposite view. We believe a textbook should aim to explain
and illustrate the essential principles in a clear, unam biguous style – simplifying
as far as possible and relating the principles within a carefully structured narrative
and integrated framework supported by case studies drawn from current practice.
What is difficult to read is hard to understand and its utility in the real world is
marginalized. We wish this edition to be read and appreciated by students and
practitioners of tourism marketing all over the world, as all its predecessors have
been.
The book is presented as before in six parts. The structure is designed to follow

a logical deve lopment of the subject although, as every manager knows, marketing is
a circular rather than a line ar process with many feedback loops. As far as possible,
the parts are designed to be reasonably self-explanatory, with the intention that
lecturers and students can fit the chapters into whatever pattern the logic of their
courses suggests.
Part One defines travel and tourism and the component sectors of the visitor
economy that are referred to throughout the book. The subject of marketing is
introduced, especially for those who are coming new to the subject, and the special
characteristics of travel and tourism to which marketing responds are explained.
This part of the book also explains the factors in the external business environment
that influence the development of market demand and supply.
Part Two explains the core tools in marketing that have not shifted greatly in
principle in the last quarter of a century The chapters cover the meaning and
marketing implications of buyer behaviour, market segmentation, product formu-
lation and the evolving marketing mix for travel and tourism.
The major changes in tourism marketing of the last decade have reflected the
development of far more sophisticated and demanding customers who ar e increas-
ingly empowered to exercise better choices and become more involved in purchasing
decisions through interaction with sup pliers on the Internet. The Internet also has
major supply side implications for business operations and it has revoluti onized the
way that the traditional marketing mix operated until the 1990s.
Preface
xiv
Part Three focuses on the tools of marketing research and what is involved in the
processes for planning marketing strategies and short-term operational objectives
and targets leading to actionable marketing programmes that have to respond to
changing market conditions. Chapter 12 reviews the process for planning and
monitoring marketing campaigns
Part Four examines the revolutionary impact that the Internet has had on travel
and tourism marketing over the last decade since the first B2C sites were launched in

the mid 1990s. Stressing the pivotal role of modern ICT and e-marketing this Part
shows that the traditionally separate processes of the marketing mix are still widely
practiced but can now be simultaneously combined through the medium of corporate
web sites and associated Internet portals. Traditional and new methods co-exist in
travel and tourism but the shift to e-marketing is inevitable. Integrated marketing
communications are covered with a separate chapter on the role of brochures and
other marketing print.
Part Five analyses the meaning and applications in practice of marketing in each
of the five main sectors of travel and tourism using a broadly common approach.
Part Six contains five new case studies that illustrate the thrust of modern
marketing as explained in the book.
The Epilogue draws together the principal trends emerging in the book and
identifies seven key influences on marketing in travel and tourism for the coming
decade.
Our approach to the subject
We base our approach to travel and tourism on the definition adopted by The UN
World Tourism Organization – in its full range of day and staying visits for multiple
purposes embracing business, social and recreational activity as well as holidays. We
aim to be as relevant to domestic as to international tourism. We believe our
approach to the subject and its complexities are relevant in all countries dealing with
travel and tourism. In that broad context we believe that tourism and the visitor
economy it supports is a structural or core element of all modern and developing
societies. We consider that the marketing of tourism is still in a development phase
that will influence the sectors of travel and tourism to an increasing extent in the
globally competitive conditions of the twenty-first century. We see marketing as
a dominant management philosophy or corporate culture, a systematic thought
process and an integrated set of techniques focused on understanding and responding
to customer needs and aspirations. Combined, the application of the thought process
and techniques is used in marketing-orientated organizations to define their strategic
options and goals. Marketing thinking guides the way businesses understand and

influence their target markets, and respond to them in a rapidly changing business
environment.
Marketing is equally relevant to both private and public sectors of travel and
tourism, and to smaller businesses as well as to inte rnational corporations. It is
a proactive management response to more demanding consumers, excess capacity of
production and volatile market demand that are commonly found in internati onal
travel and tourism. The rapid growth of tourism demand around the world over the
last two decades tended to cushion many organizations from the full effects of
competition and delayed the full application of marketing in many travel and tourism
businesses. But the easy days are over. A combination of information communica-
tions technology, global co mpetition, climate change and international economic
Preface
xv
downturn will challenge and expose vulnerable destina tions and sluggish businesses.
Many will not sur vive.
Marketing is not viewed, however, as a goal or the only focus of business
management. It does not determine the nature of an organization’s values or its long-
run goal or mission. Throughout the book the requirement of responding to
customers’ needs is balanced against the growing requirement of organizations
to make the most sustainable as well as the most profitable use of existing assets and
to achieve integration of management functions around customer-orientated
objectives that respect sustainable goals. But marketing techniques are always
essential inputs to specifying revenue-earning objectives that are precise, realistic,
achievable and measurable in the markets or audiences in which an organization
operates. In this sense the adoption of a marketing approach is as relevant to
museums responsible to non-profit-making trusts, national parks for which the long-
run goal is public access and a sustainable environment and to local government
tourist offices, as it is to airlines, hotels or tour operators in the private sector.
Links to internationally accepted marketing theory
Marketing as a body of knowledge is international. Like travel and tourism it does not

depend on geographical boundaries. While many of the principles and techniques
were developed originally in North America and Europe for selling manufactured
consumer goods in the first half of the twentieth century, they are now being prac-
tised and developed all around the world in the much larger sectors of modern service
industries. For reasons that are set out in Chapter 3 we believe it is possible to
construct an overall understanding of travel and tourism marketing based on three
essential points: first, that the theories of consumer marketing are common to all its
forms; second, that service industries display particular characteristics, which do not
alter the principle s but must be understood before marketing can successfully be
applied in practice; third, that there are important common characteristics of travel
and tourism service products that require particular forms of marketing response.
It is too much to claim that an internationally agreed theory of travel and tourism
marketing yet exists. But the generic and common characteristics of travel and
tourism services are leading to increasing co nsistencies of approach in marketing,
adapted in the different sectors of travel and tourism to the opportunities and threats
they perceive. These common approaches point to a coherent, systematic body of
knowledge within the framework of services marketing that will be further developed
in the coming decades.
The aim of the book and its intended audience
The book has three aims, which are to provide :
 Concepts and principles drawn from international marketing theory, balanced
with illustrations of rec ent practice.
 A necessary companion volume for all concerned with travel and tourism
marketing, but not a substitute for the many excellent texts that explain
marketing theory in its overall and service product context.
 An easy to read and comprehensive text about what marketing means in the
global travel and tourism industry.
Preface
xvi
On both sides of the Atlantic the be tter of the standard texts on marketing are now

substantial volumes, many of them having developed over several editions. This
book makes no attempt to replace them. It is intended, instead, to fit fully within
a framework of internationally accepted marketing principles that have stood the test
of time, and to develop these concepts in the specific context of travel and tourism.
We believe that students in particular will profit from the breadth of understanding
this conveys.
For students, the book is written to meet the needs of all on travel and tourism
and hospitality courses and related leisure industry programmes. Marketing will be
a very important influence in their careers, whether or not they are directly engaged
in marketing practice. The material will be relevant to other courses in which service
industries are an important element.
For those working in travel and tourism, the book recognizes that marketing is
a very practical subject and it is aimed at the many managers in travel and tourism
who have some responsibility for aspects of marketing but who have not formally
studied the subject. Much of the contents have also been exposed to the critical
reaction of managers in the industry over the years, and modified in the light of their
responses.
Finally, this book contains no golden rules. But if people in the industry read the
book with care and relate its principles to the particular circumstances their own
organizations face, most should perceive useful insights and ways to improve the
effectiveness of their marketing decisions. If they do not, the authors will have failed
in their purpose.
Victor T.C. Middleton; Alan Fyall; Michael Morgan and Ashok Ranchhod
October 2008
Authors’ note
Repeated use of ‘he or she’ or of ‘s/he’ can be cumbersome in continuous text. For
simplicity, therefore, only the male pronoun is used throughout the book. No bias is
intended and, wherever ‘he’ or ‘his’ appears, it applies equally to ‘she’ or ‘hers’.
Preface
xvii

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Acknowledgements
All errors and omissions are the authors’ sole responsibility but we have had much
help in the preparation of this edition – so much that it is impossible to list all who
influenced the book with their insights, encouragement and sometimes much
needed prods to get on with it. The most important group is undoubtedly the
hundreds of students on undergraduate and postgraduate courses in the UK and
other countries who have been exposed to the initial thinking and helped to shape it
with their feedback and their own ideas. Their reactions improved our own thought
processes more than they knew.
We appreciate too the views and responses of the many managers on short, post-
experience courses around the world to which we have variously contributed over the
last two decades; they sharpened our appreciation of international marketing and
attention on the practice that validates theory.
As principal author, Victor Middleton is especially grateful for the support of Alan
Fyall and Michael Morgan who agreed to be joint authors for this edition. Thanks
also to Ashok Ranchhod who contributed throughout the process with numerous
inputs to the development of the chapters for the 4
th
edition.
For the Foreword we are most grateful to Alan Parker, Chief Executive of Whitbread
PLC. For particular contributions to chapters in this book we wish to acknowledge
in alphabetical order; Angus Bond, Head of Product and Commercial for USA and
Caribbean at Virgin Holidays; Nick Cust, Joint Managing Director of Superbreak;
and Derek Robbins and Thanasis Spyrisadis of Bournemouth University for their
specific contributions to Chapter 20 and the updating of many figures and tables
throughout the text. For the images used in this edition we acknowledge contri-
butions from staff at Bournemouth University and the resources at Butterworth-
Heinemann. Thanks also to Grahame Senior for his much appreciated support
when the ideas for the 4

th
Edition were being developed. For providing and
allowing us to use case material for Part Six we wish specifically to acknowledge,
Gerard Greene and Jo Berrington of YOTEL, Guy Parsons of Travelodge, and
Tourism New Zealand.
Finally our thanks are due to Sarah Long and the team at Butterworth-
Heinemann/Elsevier for all their support in handling the publishing side of this
edition.
For providing and agreeing the use of case material for part six we wish specifically
to acknowledge, Gerard Greene and Jo Berrington of YOTEL, Guy Parsons of Trav-
elodge and Tourism New Zealand.
xix
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Figures
1.1 The five main sectors in travel and tourism 11
1.2 The systematic links between demand and supply:
the influence of marketing 12
2.1 The marketing system for service products 30
5.1 A stimulus-response model of buyer behaviour 78
5.2 Implications for marketing of the consumer decision process 90
7.1 Spectrum of emphasis between business centric and consumer
centric organizations 131
8.1 Examples of the marketing mix in travel and tourism 141
8.2 The marketing mix in context of the overall marketing system 143
9.1 The process of developing tourism research in the Balearics 173
10.1 The key stages in developing marketing strategies 184
10.2 Corporate purpose, values, policies and positions 185
10.3 Elements and stages involved in a corporate business strategy 193
10.4 Product – market growth strategies 196
10.5 A simplified concept of bran ding 198

11.1 The marketing planning process 207
11.2 Co-ordinating operational marketing objectives, targets and
marketing mix programmes 215
12.1 A marketing budget campaign model for a tour operator 228
12.2 Variance of sales against targets for an airline 235
12.3 Variance of satisfaction over time for a tour operator 236
13.1 Multi-imedia convergence of content, processing and transmission 243
14.1 The impact of ICTon the marketing mix 260
14.2 Four uses of cyberspace for marketing 262
15.1 The distribution triangle for producers, distributors and customers 277
15.2 Distribution options in choosing channels for travel
and tourism marketing 280
15.3 Distribution channels for international tourism 281
16.1 The communication process 298
16.2 Filters in awareness and interest that blunt the com munication process 299
18.1 The destination marketing process for NTOs 347
18.2 A market/product matrix model for NTO marketing planning 351
18.3 Tis cover multi-channel distribution 356
19.1 Principal serviced and non-serviced types of accommodation used
in tourism, by market segment 365
19.2 www.hotels.com: visualiser website 367
22.1 The logical sequence of putting together and marketing an
air-inclusive tour programme 434
22.2 Targeted vs actual bookings achieved in a normal year for a tour operator 440
22.3 Targeted vs actual bookings achieved in a problem year for a tour operator 441
xxi
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Tables
1.1 Recorded and projected growth in worldwide international tourist
arrivals, 1950–2020 6

1.2 Change in UNWTO world regional shares of international tourism
arrivals, 1950–2020 6
2.1 Summary of the marketing system 32
3.1 Generic characteristics distinguishing services from goods 47
6.1 Segment/buyer behaviour characteristics by sequence of purchase
and product usage 107
7.1 Holiday costs barometer 125
8.1 Examples of the marketing mix in travel and tourism 141
9.1 Six main categories of marketing research and their uses 164
9.2 The marketing research menu or tool kit 168
9.3 Basic requirements of client and agency in commissioning marketing
research 174
10.1 Revenue by market regions and segments for the Thomas Cook Group 191
10.2 Thomas Cook - International product portfolio 192
12.1 The principal marketing campaign techniques used in travel
and tourism 223
15.1 Services provided by distribution channels 283
15.2 New gateways for travel and tourism information and bookings 287
16.1 Advertising options in the UK - 2006 297
16.2 Types of public relations activi ty in travel and tourism 307
16.3 Potential negative events requiring crisis management in travel
and tourism 308
18.1 Destination brand core values 346
19.1 A typical market/product mix for an urban coastal hotel 372
20.1 Principal passenger transport systems used in travel and tourism 384
21.1 Ten main types of managed attractions open to the public 410
21.2 A segmentation planning model for a large visitor attraction
approximately 10 miles from London 416
21.3 Sustainability: a marketing perspective for resource-based
visitor attractions 418

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