Hospitality and Travel Marketing

Alastair M. Morrison, Ph.D., is Research Professor at the Greenwich Business School, School of Management and Marketing, University of Greenwich in London, UK. Formerly, he was Distinguished Professor Emeritus at Purdue University, USA, specializing in the area of tourism and hospitality marketing. He has published approximately 300 academic articles and conference proceedings, and is the author of several books on tourism marketing and development including Tourism Marketing in the Age of the Consumer (Routledge, 2022), World Tourism Cities (Routledge, 2021), and Marketing and Managing Tourism Destinations, Second edition (Routledge, 2019). Professor Morrison is the Co-Editor-in-Chief of the International Journal of Tourism Cities and Co-Editor of the Routledge Handbook of Tourism Cities (Routledge, 2021).

"The fifth edition of Hospitality and Travel Marketing breaks new ground in this field by offering an insightful outlook on the latest marketing thinking for the post-COVID era, including new approaches to social marketing and sustainable development. This book will be of interest to students, practitioners and researchers in hospitality and tourism seeking a fresh approach grounded in the latest scholarly knowledge as well as best practices globally. Crucially, the book’s proven systems-based approach to marketing will give practitioners and scholars alike an opportunity to reflect on the wider and longer-term consequences of their decision-making. This is particularly important at a stage when our world faces a great deal of uncertainty at different levels".Professor J. Andres Coca-Stefaniak, Professor of Tourism, Events and Sustainability, Greenwich Business School, University of Greenwich, London, UK."Hospitality and Travel Marketing, Fifth Edition is an essential resource for learners and destination marketers. When I developed a new Destination Management and Marketing course for undergraduate learners at Royal Roads University, Dr. Alastair M. Morrison was exceptionally responsive and supportive in providing guidance and resources which became foundational and essential throughout the course. The new Fifth Edition provides greater insights into critical tourism sustainability concepts and practices". Ray Freeman, Royal Roads University (2011–2020), Principal Consultant and CEO of Left Coast Insights Ltd., British Columbia, Canada."The refreshed Hospitality and Travel Marketing is a much-needed new textbook focusing on the recent trends and issues in the industry post-COVID. Having used this book myself, I greatly appreciate its systematic structure and flow. Professor Morrison has used his extensive global experience in crafting a truly useful and accessible book that is full of great examples and new features. Just like my own students, readers will enjoy the engaging style of writing and the contemporary hospitality and travel marketing cases and applications. The consumer-oriented approach is refreshing, as is the emphasis on social responsibility in marketing and e-marketing. Everyone with a serious interest in hospitality and travel marketing should get a copy and study this text carefully".Professor Dae-Young Kim, Professor of Hospitality Management, University of Missouri, Columbia, Missouri, USA."The new textbook by Professor Morrison is an important tool for future travel, tourism, and hospitality leaders to be prepared for a world post-COVID-19 pandemic. Travel and tourism have completely changed, and previous textbooks are for the most part obsolete. This new edition unpacks critical issues such as COVID-19, social responsibility, climate change, social commerce, and many others. Not only do I fully endorse this textbook and congratulate the author, but I view this edition as an important part of any tourism marketing course, and an addition to any tourism and hospitality marketer's library."Dr Jens Wolf Thraenhart, CEO, Barbados Tourism Marketing, Inc.

• Part I: Introduction to marketing. 1. Marketing in the contemporary world 2. The hospitality and travel marketing system 3. Societal marketing, social responsibility and social Part II: Planning: Research and analysis. Where are we now? 4. Customer behaviour 5. Market and marketing research 6. Analyzing marketing opportunities Part III: Planning: Marketing strategy and planning. Where would we like to be? 7. Marketing strategy: Market segmentation and trends 8. Marketing strategy: Positioning, image, branding, and alternative strategies 9. The marketing plan and the 8 Ps Part IV: Implementing the marketing plan. How do we get there? 10. Product development and partnerships 11. People: Services and service quality 12. Packaging and programming 13. Place: Online and offline distribution 14. Promotion: Integrated marketing communications 15. Promotion: Information communication technologies and e-marketing 16. Promotion: Marketing on social media platforms 17. Promotion: eCRM and co-creation in marketing 18. Promotion: Advertising, sales promotion and merchandising, personal selling, and public relations 19. Pricing, value, and yield Part V:Controlling and evaluating the plan. How do we make sure we get there? How do we know if we got there? 20. Marketing performance measurement