Tourism Marketing for Cities and Towns

6" x 9", softcover, 310 pages, Butterworth-Heinemann, $55.95.

Whether tourists come downtown to see historic sites and cultural venues, to attend business meetings, or to celebrate the holidays, the downtown area has a unique opportunity to capture much needed tourism dollars for local businesses.

Tourism Marketing for Cities and Towns helps readers uncover the tourism potential in their communities. Then it shows how these unique features and tourist services can be packaged and promoted to specific tourist groups such as day visitors, business travelers, and cultural, heritage and adventure tourists.

The most complete and comprehensive resource available on attracting tourists to the downtown area, Tourism Marketing for Cities and Towns includes dozens of examples from across North America as well as useful checklists and worksheets. It is destined to become required reading for professionals seeking economic development through tourism and urban marketing.

Table of Contents (partial)

1. Tourism to Cities and Towns

History of urban tourism

Defining and packaging the area as a destination

Using tourism to support economic development
2. Marketing Theory Applied to Places

Introduction to marketing theory

Positioning and branding an event

Providing unique experiences valued by younger tourists
3. Tourism and Product Analysis

Analysis of the physical product (attractions, sports, entertainment)

Analysis of the aesthetic product (culture, scenery, history)

Analysis of tourist services (hotels, dining, tours)
4. Branding the Area

Using branding to gain recognition

Finding an event that conveys the correct image

Developing the message for each tourist segment
5. Targeting the Visitor

Defining the tourist segments

Targeting by event activity

Researching new target markets
6. Packaging the Product

Shaping the appropriate city image

Packaging itineraries of product and experience

Packaging activities as events
7. Partnering with the Community

Finding resources using economic development funds

Government programs available to develop the tourism product

Using tourism to attract new businesses
8. Developing the Image and Message

Creating the promotion message

Planning the event place and image

Using the promotion mix components
9. Planning the Promotion

Communicating using advertising and public relations

Visitor centers, familiarization tours and personal selling

Direct marketing to target tourist segments
10. Evaluating the Impact

Understanding the tourist experience

Evaluating economic impacts

Researching local resident opinions

Tourism Marketing for Cities and Towns

Tourism Marketing for Cities and Towns

Table of Contents (partial)

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