This detailed textbook is the first to deal extensively with marketing in the South African tourism and hospitality industry, and provides comprehensive coverage of marketing theories for students.

This detailed textbook is the first to deal extensively with marketing in the South African tourism and hospitality industry, and provides comprehensive coverage of marketing theories for students.

This text is a comprehensive introduction to marketing in the tourism and hospitality industry written from a southern African perspective. It is aimed at students of university and technikon courses in marketing and tourism. This detailed, accessible textbook on the role of the marketer in southern Africa is presented in a clear and concise way, using real-life examples drawn from a range of southern African tourism and hospitality companies and destinations on all the key areas of marketing.

This is both a guide and tribute to the strange and surreal people, places and things that make South Africa great. The text presents an off-the-radar directory of idiosyncratic attractions for all those who have dreamt of jumping in their car and following a road less travelled.

South Africa is well positioned to capture an increasingly large share of the international travel and tourism market. This book provides an introduction to the marketing of travel strategy market segmentation, marketing research and marketing planning.

This textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans. Chapters contain in-depth case studies, including companies like Marine Dynamics Shark Tours (South Africa), Reality Tours & Travel (Mumbai, India), and Makeover Tours (Turkey). Thematic case studies include ‘Halal Tourism in Southeast Asia’, and ‘Marketing and Branding Rwanda’. These illustrate key concepts and theory, with definitions, key summaries, and discussion questions providing further insights. This textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation.