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Factors Affecting The Effectiveness Of Tourism Advertising Campaigns In The Uk
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Book Synopsis Factors affecting the Effectiveness of Tourism Advertising Campaigns in the UK by : Kelly Munyao
Download or read book Factors affecting the Effectiveness of Tourism Advertising Campaigns in the UK written by Kelly Munyao and published by GRIN Verlag. This book was released on 2013-12-03 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (postgraduate) from the year 2011 in the subject Tourism - Miscellaneous, grade: A, The University of Liverpool, language: English, abstract: Tourism industry in the United Kingdom is a significant industry that contributes heavily to the economy of the United Kingdom in terms of revenue and employment opportunities. The industry is in fact the second largest foreign exchange earner in the United Kingdom. This is because the country has a host of unique features, culture and tradition of its people that attracts tourists. However, the industry faces a lot of competition from the other countries in Asia and the other continents. The industry therefore is expected to effectively market the tourism products in the country. Advertising campaigns is one of the common methods used by the players in the industry to market the industry. The effectiveness of the advertising campaigns is affected by different factors which need to be incorporated so as to enhance its success. This dissertation collects data from the employees and consumers of the United Kingdom tourism products so as to identify the factors that affect the effectiveness of the tourism advertising campaigns. The Visit Britain agency which an agency in charge of marketing the United Kingdom tourism industry to the entire world and also build a visitor economy is used as the case study. The economic status, the media chosen, technology, the characteristics of the target market and demographics, motivations and attitudes of the consumers are the factors identified by the study.
Book Synopsis Advertising in Tourism and Leisure by : Nigel Morgan
Download or read book Advertising in Tourism and Leisure written by Nigel Morgan and published by Routledge. This book was released on 2001 with total page 374 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Advertising in Tourism and Leisure' brings together the current thinking in this area, illustrated with extensive international case studies, to provide a critical appraisal of the potential of advertising in leisure and tourism. Arranged in three parts, the book examines * the role of advertising and its relationship with other aspects of tourism and leisure marketing * the techniques used in advertising to key market segments * new strategic directions in advertising, focusing on the new destination marketing strategy of branding and assessing the relationship between advertising and other increasing important areas of promotion, such as sponsorship, ambient marketing and sales promotion. Advertising and marketing professionals in the leisure industries and undergraduates on marketing-related modules in tourism, leisure and hospitality courses will find this an invaluable text. Since the case studies are drawn from an international field, readers will be able to assess best practice from a variety of sources and countries. Dr Nigel Morgan is Principal Lecturer in Hospitality, Leisure and Tourism and Annette Pritchard is Senior Lecturer at School of Leisure and Tourism, at the University of Wales Institute, Cardiff. One of the only specialist Tourism/Leisure advertising texts on the market now in paperback Use of international case studies drawn from the International Festival of Leisure and Tourism Advertising Highlights good and bad practice
Book Synopsis Factors Influencing Domestic Tourism in the UK and Abroad and the Role of Publicly Funded Domestic Tourism Marketing by : Hui Lu
Download or read book Factors Influencing Domestic Tourism in the UK and Abroad and the Role of Publicly Funded Domestic Tourism Marketing written by Hui Lu and published by . This book was released on 2021 with total page 70 pages. Available in PDF, EPUB and Kindle. Book excerpt: Domestic tourism benefits both the broader UK economy as well as stakeholders within a specific destination. Each year, the UK government provides funding to the British Tourist Authority to cover their core costs and marketing activity. At present, only a small proportion of this funding is spent on promoting domestic tourism, with the majority being spent on marketing to potential overseas visitors. To help understand the factors that influence people's decisions to take domestic holidays, the Department for Digital, Culture, Media & Sport commissioned RAND Europe to provide evidence in this area, with a special focus on the impact of publicly funded domestic tourism marketing. Researchers undertook a rapid evidence assessment to provide a comprehensive, systematic and critical assessment of the scope and quality of available evidence on factors influencing domestic tourism and the role of publicly funded domestic tourism marketing.
Book Synopsis Effectiveness of U.K. Advertising Campaign (spring 1987) by : Market Facts of Canada Ltd
Download or read book Effectiveness of U.K. Advertising Campaign (spring 1987) written by Market Facts of Canada Ltd and published by . This book was released on 1987 with total page 69 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Tourism and Hospitality Marketing by : Simon Hudson
Download or read book Tourism and Hospitality Marketing written by Simon Hudson and published by SAGE. This book was released on 2009-05-12 with total page 490 pages. Available in PDF, EPUB and Kindle. Book excerpt: With over 70 global case studies and vignettes, this textbook covers all the key marketing principles applied to tourism and hospitality, showing how these concepts work in practice and demonstrating the diverse range of tourism and hospitality products on offer. Chapters are packed with pedagogical features that will help readers consolidate their learning, including: - Chapter objectives - Key terms - Discussion questions and exercises - Links to useful websites - Profiles of successful individuals and organizations Tourism and Hospitality Marketing is accompanied by a website that offers lecturers answers to the discussion questions and exercises in the book, case study questions, a test bank, PowerPoint slides and a list of additional teaching resources.
Book Synopsis The factors influencing the efficiency of tourism marketing in developing countries, with the application at the Egyptian tourism sector by : Hassan el-Azab Taghreed Khairy
Download or read book The factors influencing the efficiency of tourism marketing in developing countries, with the application at the Egyptian tourism sector written by Hassan el-Azab Taghreed Khairy and published by . This book was released on 1988 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Marketing for Tourism by : J. Christopher Holloway
Download or read book Marketing for Tourism written by J. Christopher Holloway and published by Pearson Higher Ed. This book was released on 2004-04-28 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fourth edition of Marketing for Tourism provides an introduction to the general theory of marketing and its application in the various sectors of the travel and tourism industry. This leading text has been fully revised and updated to take account of recent changes within this dynamic and fast-moving sector. A number of in-depth case studies compliment a strong pedagogical structure throughout the book, including learning objectives, illustrations, examples, end-of-chapter questions and issues for discussion. Clearly laid out and accessibly written, the book is ideal for students taking modules on Marketing for Tourism within undergraduate degrees in Tourism, Marketing and Business Studies. It is also suitable for postgraduate, professional and conversion courses in Tourism.
Book Synopsis The Routledge Handbook of Tourism Marketing by : Scott McCabe
Download or read book The Routledge Handbook of Tourism Marketing written by Scott McCabe and published by Routledge. This book was released on 2014-01-03 with total page 600 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tourism has often been described as being about ‘selling dreams’, tourist experiences being conceptualized as purely a marketing confection, a socially constructed need. However, the reality is that travel for leisure, business, meetings, sports or visiting loved ones has grown to be a very real sector of the global economy, requiring sophisticated business and marketing practices. The Routledge Handbook of Tourism Marketing explores and critically evaluates the current debates and controversies inherent to the theoretical, methodological and practical processes of marketing within this complex and multi-sector industry. It brings together leading specialists from range of disciplinary backgrounds and geographical regions to provide reflection and empirical research on this complex relationship. The Handbook is divided in to nine inter-related sections: Part 1 deals with shifts in the context of marketing practice and our understanding of what constitutes value for tourists; Part 2 explores macromarketing and tourism; Part 3 deals with strategic issues; Part 4 addresses recent advances in research; Part 5 focuses on developments in tourist consumer behaviour; Part 6 looks at micromarketing; Part 7 moves on to destination marketing and branding issues; Part 8 looks at the influence of technological change on tourism marketing; and Part 9 explores future directions. This timely book offers the reader a comprehensive synthesis of this sub-discipline, conveying the latest thinking and research. It will provide an invaluable resource for all those with an interest in tourism and marketing, encouraging dialogue across disciplinary boundaries and areas of study. This is essential reading for Tourism students, researchers and academics as well as those of Marketing, Business, Events Management and Hospitality Management.
Book Synopsis Advances in Tourism Economics by : Álvaro Matias
Download or read book Advances in Tourism Economics written by Álvaro Matias and published by Springer Science & Business Media. This book was released on 2009-09-16 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Advances in Tourism Economics' follows his predecessor 'Advances in Modern Tourism Research' (2007) in providing a thorough assessment of state-of-the-art economic research in this rapidly developing field. The authors start by analyzing the recent upsurge of model-based economic research in the field, which builds on powerful tools in quantitative economics, such as discrete choice models, social accounting matrices, data envelopment analyses, impact assessment models or partial computable equilibrium models including environmental externalities. The volume originates from this novel research spirit in the area and aims to offer an attractive collection of operational research tools and approaches. It forms an appealing record of modern tourism economics and positions the field within the strong tradition of quantitative economic research, with due attention for both the demand and supply side of the tourism sector, including technological and logistic advances.
Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Book Synopsis Strategic Innovative Marketing and Tourism by : Androniki Kavoura
Download or read book Strategic Innovative Marketing and Tourism written by Androniki Kavoura and published by Springer Nature. This book was released on with total page 999 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Tourism Theory by : Guilherme Lohmann
Download or read book Tourism Theory written by Guilherme Lohmann and published by CABI. This book was released on 2016-12-07 with total page 270 pages. Available in PDF, EPUB and Kindle. Book excerpt: Theories within tourism can be difficult, even confusing areas to understand. Developed from the successful Portuguese textbook Teoria do Turismo, Tourism Theory provides clear and thorough coverage of all aspects of tourism theory for students and researchers of tourism. Consisting of five sections and over fifty entries, this book covers nine of the most important models in tourism study. The first three sections examine general concepts in tourism; disciplines and topics; and the tourist, which includes areas such as demand, gaze, psychology and typologies. A fourth section covers intermediation, distribution and travel, reviewing aspects such as travel agencies, tourist flows and multi-destination travel patterns. The final section encapsulates the tourism destination itself, covering organizations, the destination image, supply, seasonality and more. Encyclopedic cross-referencing between entries makes navigation easy, while in-depth analysis, exercises and further reading suggestions for each of the selected areas provide the context and detail needed for understanding. Entries can be used individually as a reference, or as part of the whole for a complete introduction to tourism theory.
Download or read book Tourism Marketing written by Les Lumsdon and published by . This book was released on 1997 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt: An introduction to marketing within the context of the international tourism industry. Focusing on core marketing theory and practice, this text takes a critical approach to encourage greater depth of learning and includes topics of current interest, such as relationship marketing. Student learning is reinforced by the provision of numerous cases, mini-cases, summaries, reflection points, questions and exercises.
Book Synopsis The SAGE Handbook of Tourism Management by : Chris Cooper
Download or read book The SAGE Handbook of Tourism Management written by Chris Cooper and published by SAGE. This book was released on 2018-08-06 with total page 841 pages. Available in PDF, EPUB and Kindle. Book excerpt: The SAGE Handbook of Tourism Management is a critical, state-of-the-art and authoritative review of tourism management, written by leading international thinkers and academics in the field. With a strong focus on applications of theories and concepts to tourism, the chapters in this volume are framed as critical synoptic pieces covering key developments, current issues and debates, and emerging trends and future considerations for the field. Part One: Approaching Tourism Part Two: Destination Applications Part Three: Marketing Applications Part Four: Tourism Product Markets Part Five: Technological Applications Part Six: Environmental Applications This handbook offers a fresh, contemporary and definitive look at tourism management, making it an essential resource for academics, researchers and students.
Book Synopsis Successful Tourism Marketing by : Susan Briggs
Download or read book Successful Tourism Marketing written by Susan Briggs and published by Kogan Page Publishers. This book was released on 2001 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: Travel and tourism is one of the world's largest industries. With improved marketing, most tourism businesses can claim a bigger share of this lucrative but fragmented industry. ""Successful Tourism Marketing"" is designed to benefit anyone seeking to promote a tourism 'product' or service, whether it is a destination, visitor attraction, hotel or tour operation.
Book Synopsis A FACET-BASED TOURISM ADVERTISING RESPONSE MODEL by : Sangwon Park
Download or read book A FACET-BASED TOURISM ADVERTISING RESPONSE MODEL written by Sangwon Park and published by . This book was released on 2013 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is regarded as one of the most important and effective communication methods in tourism (Kim, Hwang & Fesenmaier, 2005; Morgan & Pitchard, 2001). Researchers have extensively analyzed travelers' responses to advertising exposure based upon a variety of perspectives including the hierarchy-of-effects model, and more recently, the dual process advertising model (Lavidge & Steiner, 1961; Petty, Briñol, & Priester, 2009; Te'eni-Harari, Lampert, & Lehman-Wilzig. 2007). Fundamentally, these models focus attention on the factors effecting the destination decision. However, a number of tourism scholars have argued that travel decision making is a complex/multifaceted process whereby travelers are required to make many sub-decisions rather than a single independent choice of a travel destination (Decrop & Snelders, 2004; Jeng & Fesenmaier 2002). As such, these studies suggest that most tourism advertising response models have been over simplified and therefore, offer little insight into the factors affecting the travel decision-making process (Choi, Lehto, Morrison, & Jang, 2012; Hyde, 2004; 2008). Further, Belk (1974; 1975), among others (Aqueveque, 2006; Kim & Chintagunta, 2012; Kim & Moon, 2009; Wakefield & Inman, 2003), argued that situational variables explain considerably more variance in consumer response to advertising than individual-related variables. Within the context of travel, Jeng and Fesenmaier (2002) and more recently, Gretzel, Fesenmaier and O'Leary (2006) and Hwang and Fesenmaier (2011) examined the ordering and extent to which travelers are willing to change their travel decisions. Jeng and Fesenmaier (2006) found that, for example, decisions regarding travel party, destination and attractions to visit are not likely to be changed once made; this finding contrasts to travel decisions regarding restaurants and shopping which are less likely to be firmly planned in advance, and therefore travelers are more likely to change depending upon the situation. Following Jeng and Fesenmaier (2002), it is posited that travel planning is a multi-stage contingent process and because of these various decisions that comprise trip planning are situational whereby travelers may change their trip plan depending the trip decision as well as their involvement, prior knowledge, the number of alternatives considered, and the nature of the travel party. As a result, it is argued that the degree to which travelers are willing to adapt their plans will affect the nature and extent to which they process travel advertising. Based upon these two sets of arguments, this dissertation seeks to: (1) develop a destination advertising response model that incorporates the various facets comprising travel decisions (e.g., places/attractions, additional destinations, accommodations, restaurants and shopping stores); and, (2) examine the role of decision flexibility on the facet-based advertising model. A pilot study was first conducted to test if the theoretical constructs in the proposed tourism advertising response model are valid. The results of the pilot study indicate that most of proposed constructs that form the travel advertising response model and decision flexibility are valid and reliable; however, the analyses indicate that there are two forms of decision flexibility: 1. Pre-trip flexibility and 2. En-route flexibility. Pre-trip flexibility relates to travel decisions/plans regarding places/attractions, additional destinations and accommodations, while en-route flexibility involves decisions regarding restaurants and shopping visited during the trip. Based on the findings of the pilot study, the main study was conducted to test the proposed relationships within the core tourism advertising model. The results of these analyses indicated that many/most of the hypothesized relationships are supported. Additionally, the moderating effects of decision flexibility on traveler's responses to travel advertising were examined. The results of these analyses indicate that Pre-trip flexibility significantly moderates the relationship between attitudes toward advertising and travel products, whereby high and low flexible travelers tend to have a strong positive attitude toward destination advertising; this compares to middle flexible travelers who have a significantly lower attitude toward the travel advertisements. The results of these analyses also indicate that en-route flexibility has very limited moderating influence on the how travelers perceive travel advertising. The findings of this study suggest that destination marketing organizations need to consider the various sub-decisions that comprise the travel decision making process. Further, destination marketing organizations need to take into account the degree to which potential travelers are willing to change their trip plan in that it appears to substantially influence a crucial aspect of traveler's response to advertising; these findings are especially important as travelers have begun to use mobile technology to guide their travel decision which, in turn, should enable destination marketers to develop customized advertising strategies depending on the various travel products purchased.
Book Synopsis Leisure and Tourism by : Diane Canwell
Download or read book Leisure and Tourism written by Diane Canwell and published by Nelson Thornes. This book was released on 2003 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written to match the new GCSE in Leisure and Tourism specifications this resource encapsulates the teaching and learning methods of this qualification.
