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Tourism Marketing for Cities and Towns

6" x 9", softcover, 310 pages,
Butterworth-Heinemann, $63.95.

Table of Contents

Read the Introduction

 

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

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.

 

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“Professor Kolb
has written a comprehensive, eminently readable, and — perhaps most importantly — highly applicable guide to effective tourism marketing. This volume will be used in academic programs, but it belongs on professional bookshelves as well.”
— Charles M. Gray
President, Association of Cultural Economics International


“At a time when cultural tourism is acknowledged as vital to local economies, Kolb’s new book is going to be necessary reading for all of those concerned with promoting cities, towns and the arts.”
— Sara Selwood,
City University, London


Tourism Marketing for Cities and Towns is a must-read for anyone involved in the expanding fields of cultural tourism and urban marketing.”
— Monica Shay, Director, Arts and Cultural Management Program, Pratt Institute