Marketing in tourism

The second edition of this successful publication responds to developments in society and the economy, is revised and supplemented with up-to-date knowledge from the field of theory and practice in tourism. The first part continues to deal with leisure, which is one of the conditions for tourism development, tourism itself, tourism-related services, destinations and marketing principles. Compared to the first edition, more space is devoted to the analysis of the marketing environment, market research, customer buying behaviour and the process of selecting target markets. A completely new text on repositioning and rebranding is included in the first part. The second part of the book dealing with marketing tools is completely updated. The author describes the nature and function of the various marketing mix tools, emphasizing the customer's view using "Cs". The whole book is also supplemented with new practical examples. The publication will be especially appreciated by university students, entrepreneurs and other people who are interested in the possibilities of using marketing in tourism.