Marketing in Hospitality and Tourism: A Consumer Focus

The objective of this book is to integrate the theory and practice of hospitality and tourism marketing from the perspective of understanding, interpreting and meeting the needs of consumers. It features extensive use of research-based literature and case study illustrations which are drawn from a wide range of international hotel and tourism organizations. All the authors have direct experience of applied consumer research in their specialist areas. The book is divided into four parts. Part One focuses on consumer decision-making and the implications for service delivery and quality in hotels and restaurants. The second section deals with predicting consumer behaviour and segmenting travel markets, and the third part covers the role of consumer research in new-product development. The last part looks at the development of marketing communication strategies to reinforce and change consumer attitudes to leisure markets.