Tourism Marketing for Cities and Towns
6" x 9", softcover, 310 pages,
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)
- Tourism to Cities and Towns
- History of urban tourism
- Defining and packaging the area as a destination
- Using tourism to support economic development
- Introduction to marketing theory
- Positioning and branding an event
- Providing unique experiences valued by younger tourists
- Analysis of the physical product (attractions, sports, entertainment)
- Analysis of the aesthetic product (culture, scenery, history)
- Analysis of tourist services (hotels, dining, tours)
- Using branding to gain recognition
- Finding an event that conveys the correct image
- Developing the message for each tourist segment
- Defining the tourist segments
- Targeting by event activity
- Researching new target markets
- Shaping the appropriate city image
- Packaging itineraries of product and experience
- Packaging activities as events
- Finding resources using economic development funds
- Government programs available to develop the tourism product
- Using tourism to attract new businesses
- Creating the promotion message
- Planning the event place and image
- Using the promotion mix components
- Communicating using advertising and public relations
- Visitor centers, familiarization tours and personal selling
- Direct marketing to target tourist segments
- Understanding the tourist experience
- Evaluating economic impacts
- Researching local resident opinions
Your Guarantee of Satisfaction
Tourism Marketing for Cities and Towns is guaranteed. If you are not 100% satisfied, you may return it within 30 days for a full refund.
About the Author
Bonita. M. Kolb is an Associate Professor of Business at Lycoming College. She has written several books covering nontraditional uses of marketing, city and place marketing, and cultural marketing.