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eISBN : 9780080478937

Contents : Preface
Introduction
Introduction
What is marketing?
What is leisure?
The international dimension
Introduction
The international market
The international leisure industry
The international business environment

The marketing mix and leisure
Introduction
Product
Price
Place
Promotion

Marketing planning in leisure
Introduction
Where are we now? Current situation analysis
Where do we want to go? The setting of goals and objectives
How will we get there? Developing the strategy
How will we know when we get there? Monitoring, review and evaluation

Marketing in the different sectors of the leisure industry
Introduction
Visitor attractions
Accommodation
Tourist destinations
Tour operation
Transport
Resort complexes
Retail travel
Arts and entertainment
Recreation and sport
Leisure shopping
Restaurants and catering
Conclusions

Topical issues in leisure marketing
Introduction
Competition and competitive advantage
Quality
Ethics and social responsibility
Marketing research and relationship marketing

The wider context
Introduction
Leisure and the wider consumer society
Globalisation

Conclusions

Case studies
Introduction
The Victoria and Albert Museum (V&A)
Disneyland Resort, Paris: The marketing mix
Modern art museums
Health, leisure and tourism marketing
Manchester United: Marketing the brand
Sofitel hotels and resorts
‘Souljourn' USA: ‘Guiding the world to the best of Black culture'
Hilton Head Island, USA: The leisure island for golf and leisure shopping
Las Vegas: The world of casinos and themed hotels
New niche markets in the leisure industry: The boutique hotel, the clubbing holiday and the music festival experience
International film and the tourism industry
The growth of the online retail travel market
Tour operators' brochures and advice for tourists about safety
Leisure travel magazines and the Islamic tourism market

Glossary

Bibliography and further reading

Index

Language : French

Location : Nice Library

Material : Electronic

Statement : Présent

Owner : Bibliothèque