27642 Tourism Marketing

Subject level: Undergraduate

Handbook description

This subject seeks to develop in students an understanding of how marketing concepts and practices apply in the context of both tourism destinations and tourism services. It describes the environmental and industrial context in which the marketing of tourism services and tourist destinations takes place and examines the characteristics of tourism services and tourist destinations that impact upon the application of marketing theory. It also provides an overview of the broad characteristics of inbound, outbound and domestic tourism markets and the various approaches that can be employed to segment these markets.

Considerable time is spent discussing strategic considerations in tourism marketing, such as demand management, branding and positioning, electronic channels for promotion and distribution and in examining key considerations in the promotion, pricing and distribution of tourism services/destinations. The analysis of case-specific data relating to the marketing of tourism services/destination is also a key aspect of this subject.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. describe the environmental and industrial context in which the marketing of tourism services and tourist destinations takes place
2. examine the characteristics of tourist destinations and their relevant tourism services and how they may be marketed
3. describe the broad characteristics of inbound, outbound and domestic tourism markets and approaches to segmenting, and positioning in, these markets
4. discuss the application of strategic marketing planning in the context of tourism firms/organisations and tourist destination regions.
5. review case specific data relating to tourism firms and tourist destinations and generate appropriate strategic marketing responses.

Contribution to graduate profile

This subject is a core unit for students in the Bachelor of Management in Tourism and Bachelor of Management in Tourism and Hospitality. It examines the application of marketing concepts and practices within the context of tourism firms/organisations and tourist destinations. Additionally, this subject draws on the understanding of the tourism industry and the elements that go to make up functioning tourism systems for inbound, outbound and domestic tourist markets, focussing particularly on the factors that influence supply and demand at the micro- and macro-level.

Teaching and learning strategies

Teaching and learning strategies include formal lectures and tutorials in addition to several discussions and support though UTSOnline. Guest lectures and current case studies will also be used to demonstrate the application of tourism marketing theory and concepts.

Content

• The tourism marketing environment
• Tourist and industrial markets
• Strategic considerations in tourism marketing
• The tourism product
• Pricing tourism services
• Promoting tourism services and destinations
• Distribution of tourism services
• Electronic forms of tourism promotion, pricing and distribution
• Case studies in tourism services and destination marketing

Assessment

Assessment item 1: Product Analysis Exercise (Individual)

Assessment item 2: Strategic Marketing Case Study and Presentation (Group)

Assessment item 3: Final Examination (Individual)

Indicative references

Arlt, W., 2006, China's Outbound Tourism, Routlegde, London.

Beirman D., 2003, Restoring Tourism Destinations in Crisis, Allen and Unwin, Crows Nest, NSW, Australia.

Berry LL and Parasuraman A., 1991, Marketing Services: Competing Through Quality, Free Press, Macmillan, New York.

Boniface B, Cooper C, 2005, Worldwide Destinations; the Geography of Travel and Tourism, Elsevier Butterworth-Heinemann, Amsterdam.

Buhalis D, Laws E, 2001, Tourism Distribution Channels: Practices, Issues and Transformations, Continuum International, New York.

Buhalis D, 2003, eTourism: Information Technologies for Strategic Tourism Management, Pearson Education, Harlow, Essex, UK.

Chon KS (ed.), 2000, Tourism in South-East Asia: a New Direction, Haworth Hospitality, New York.

Chon KS, Inagaki T, Ohashi T (eds.), 2000, Japanese Tourists: Socio-Economic, Marketing and Psychological Analysis, Haworth, New York.

Cooper CP (ed) ,1989-94, Progress in Tourism Recreation and Hospitality Management (Vols 1-6), Bellhaven, London

Cooper C., Fletcher J., Gilbert D., Wanhill S., Shepherd D., 1998, Tourism: Principles and Practice, (2nd. ed.), Longman, Harlow, Essex, UK.

Crotts JC, Buhalis D, March R (eds.), 2000, Global Alliances in Tourism and Hospitality Management, Haworth, Binghamton, NY.

Crouch G, Mazanec J, Brent Ritchie J R, Woodside A (eds.), 2001, Consumer Psychology of Tourism, Hospitality and Leisure (vol.2) CABI

Cunill, OM, 2005, The Growth Strategies of Hotel Chains, Haworth, New York.

Decrop, A. 2006, Vacation Decision-Making, CABI, Wallingford, Oxon, UK.

Dowling, R (ed.), Cruise Ship Tourism, CABI, Wallingford, Oxon, UK.

Frechtling DC, 2001, Practical Tourism Forecasting: Methods and Strategies, Butterworth-Heinemann, Oxford, UK.

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Glaesser D., 2003, Crisis Management in the Tourism Industry, Butterworth-Heinemann, Oxford, UK.

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Hall CM, 1997, Tourism in the Pacific Rim, (2nd. ed), Longman, South Melbourne, Australia.

Hall CM, Page S. (eds.), 2000, Tourism in South and South East Asia, Butterworth-Heinemann, Oxford.

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Horner S, Swarbrooke, J, 2004, International Cases in Tourism Management, Butterworth-Heinemann, Oxford, UK.

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Kolb, B., 2006, Tourism Marketing for Cities and Towns, Butterworth-heinemann, Amsterdam.

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Law C, 2002, Urban Tourism, (2nd ed), Continuum International, London.

Laws, E., 1997, Managing Packaged Tourism, International Thomson Business Press, London

Laws E (ed.) 2002, Tourism Marketing: Quality and Service Management Perspectives, Continuum, London.

Leiper, N., 2004, Tourism Management, (3rd. ed.) Pearson Education, Frenchs Forest, NSW, Australia.

Lockwood, A, Medlik S (eds.) (2001), Tourism and Hospitality in the 21st Century, Heinemann, Oxford, UK.

Lovelock CH, Patterson PG, Walker RH, 2001, Services Marketing: an Asia-Pacific and Australian Perspective, (3rd. ed.) Pearson Education, Frenchs Forest, NSW, Australia.

McColl R, Callaghan B, Palmer A., 1998, Services Marketing: a Managerial Perspective, McGraw-Hill, Sydney.

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Misiura, S., 2005, Heritage Marketing, Butterworth-heinemann, Oxford, UK.

Morgan N, Pritchard A., 2001, Advertising in Tourism and Leisure, Butterworth-Heinemann, Oxford, UK.

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Page S, 1999, Transport and Tourism, Longman, Harlow, Essex, UK.

Page S, 2003, Tourism Management: Managing for Change, Butterworth-Heinemann, Oxford, UK.

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