Catalogue

A Guide to Tourism Marketing in South Africa is a practical guide to the tourism and marketing industries, and how they relate to one another. It begins by exploring the role of tourism as a commodity and explains how target markets can be identified through demographics. Students will proceed to learn how traditional and new media can be combined, in order to create a cohesive marketing strategy. Moreover, they will explore the concept of integrated marketing communication (IMC), and how to manage public relations (PR) as an internal strategy. Topics such as tours, packages, transport, destinations and attractions are also covered in detail. As such, this title will equip students with the necessary knowledge and skills to become successful professionals in the field.