Marketing in Travel and Tourism

Marketing in Travel and Tourism offers a comprehensive exploration of the principles and practices essential to applying marketing strategies within the global travel and tourism industry. Authored by Victor T. C. Middleton and Jackie Clarke, this text guides readers from the initial definition of the subject to its real-world application. The in-depth narrative is crafted to meet the needs of both students and practitioners, providing clarity and insight into planning, strategy, and the marketing mix. Revised to reflect contemporary changes in the travel and tourism sector, the book enriches its theoretical foundation with international examples and case studies drawn from recent practices across various countries. Illustrative cases focus on the innovative use of ICT, examining topics from budget hotels to the integral role of the Internet in national tourism organization strategies. With its engaging style and robust content, Marketing in Travel and Tourism stands as an indispensable resource for understanding the evolving dynamics of the industry.