Books Marketing Tourism and Hospitality: Concepts and Cases  by Richard George

"Marketing Tourism and Hospitality: Concepts and Cases" by Richard George is a comprehensive textbook exploring fundamental marketing principles specifically applied to tourism and hospitality sectors, with a particular focus on small and medium-sized enterprises (SMEs) within the international tourism industry. The book takes a broad and practical approach, covering key areas such as destination marketing, marketing research, consumer behavior, and digital and social media marketing.

It includes numerous in-depth case studies from diverse global contexts, including companies like Marine Dynamics Shark Tours in South Africa, Reality Tours & Travel in India, and Makeover Tours in Turkey. Thematic case studies such as "Halal Tourism in Southeast Asia" and "Marketing and Branding Rwanda" illustrate critical concepts and marketing theories.

The textbook is structured to give students both theoretical foundations and practical tools to design and implement effective tourism marketing strategies. It addresses the unique challenges and dynamics of tourism and hospitality marketing, including the extended marketing mix (product, price, place, promotion, physical evidence, people, process), market adaptation, and the impact of uncontrollable environmental factors.

Key features:

Emphasizes strategic and operational marketing in tourism/hospitality

Covers market research, consumer behavior, and digital marketing trends

Provides real-world case studies demonstrating diverse marketing applications

Focuses on SMEs and emerging as well as high-income market contexts

Includes discussion questions and summaries to reinforce learning