Marketing in Travel and Tourism, Second Edition

Marketing in Travel and Tourism explains the concepts and principles of marketing as they are increasingly being applied in the travel and tourism industry. Numerous examples are used throughout the text, which are drawn from recent practice in several countries. Further additions to the second edition include new chapters on campaign planning and budgeting; performance evaluation and monitoring and over ten case studies (e.g. Canadian Government Tourist Office, South Pacific Islands, Old Sturbridge, Boston, V & A Museum, British Midland/ SAS, Southern Sun Hotels, Australia). Victor Middleton is a Director of Ventures Consultancy and Visiting Professor at Oxford Brookes University where he is also Director of the World Travel and Tourism Environment Research Centre. Explains the concepts and principles of marketingExtensive use of case histories and examplesA classic work of reference