Tourism industry and marketing

This unit introduces you to the structure of the tourism industry from a global perspective. The key questions of: what types of tourists exist, who are the key players driving development and what are the basic economic principles of demand, supply and yield management that underpin its existence are addressed. You are then presented with an overview of basic international service marketing concepts within a marketing planning framework. Topics include marketing research and analysis, the marketing mix, segmentation, target marketing, marketing strategy, communication methods, advertising, public relations and publicity.