Contents Part 1: Understanding marketing in the tourism industry 1 Marketing principles 2 Characteristics of tourism marketing Part 2:Gathering information for decision-making 3 The tourism marketing environment 4 Tourism marketing planning 5 Tourism marketing research Part 3:Analysing the tourism market 6 Segmentation, targeting, and positioning 7 Consumer behaviour in tourism 8 Organisational behaviour in tourism Part 4: Implementing the marketing mix strategies 9 Product-offering strategies 10 Pricing strategies 11 Distribution strategies 12 Marketing Communication and advertising strategies 13 Sales promotions and personal selling strategies 14 eMarketing and direct marketing strategies 15 Marketing collateral, public relations, and sponsorship strategies 16 Physical evidence, people, and process strategies Part 5:Understanding tourism marketing issues 17 Service quality through internal and relationship marketing 18 Destination marketing 19 Relationship marketing 20 Event marketing 21 Tourism trends and the future of tourism marketing

Authors:
Richard George, Ph.D., is Senior Lecturer in Services Marketing and
Convenor of Tourism Management at the University of Cape Town

Brief Description:
Marketing Tourism in South Africa offers a solid foundation in marketing theory applied to the unique context of the tourism industry in South Africa. This updated edition is suitable for universities, universities of technologies and colleges where courses in Tourism Marketing are offered as part of a National Diploma in Tourism, a BCom (Tourism) or a Postgraduate Diploma in Tourism.

Marketing Tourism in South Africa fourth edition features:

• Graphs, tables and figures showing the latest industry trends and statistics
• End-of-chapter case studies that explore topical tourism issues
• More than 150 vignettes to demonstrate real-life current practice and issues
• Logos and photographs of key organizations and role players, and lists of website links to familiarise the student or practitioner with the tourism industry in South Africa.

• All tourism statistics, terminology and names of organisations have been updated.
• Chapter five includes theory on marketing research and supplies an extensive list of secondary research data. It also provides information on questionnaire design and how to write a marketing research report.
• Chapter seven examines the many different consumer niche tourism markets, from adventure tourism to youth tourism.
• Chapter fourteen has been updated with theory on social-media applications and viral marketing.
• Chapter eighteen discusses branding of destinations and marketing of resorts.
• New case studies cover organisations such as Europcar, Chillibush Events, Surgeon and Safari, Singita Game Lodegs and the Oppikoppi Music Festival – as well as the latest trend, space tourism.

An accompanying Instructor’s Manual (including a test bank) and PowerPoint slides are available on CD and on the Oxford University Press Southern Africa website for lecturers prescribing the book.

To order your copy of Marketing Tourism in South Africa 4e, please contact:
Oxford University Press Southern Africa
PO Box 12119
N1 City
Cape Town 7463

Tel: (021) 596-2300 (Quote ref: )
Fax: (021) 596-1222
E-mail: orders.za@oup.com

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