Marketing Tourism by Leonard Lickorish
A Practical Guide
The book provides a comprehensive overview of the principles and practices of marketing within the tourism industry, emphasizing the importance of understanding consumer behavior and market trends. It delves into strategic planning, segmentation, and positioning, while also addressing the challenges and opportunities presented by technological advancements and globalization. Through case studies and real-world examples, the text illustrates effective marketing strategies and tactics that can enhance the competitiveness and sustainability of tourism businesses.
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