Marketing in the Tourism Industry (RLE Tourism)/

1. HOW TOURISTS CHOOSE THEIR HOLIDAYS:
AN ANALYTICAL FRAMEWORK 1
Brian Goodall
The Holiday Habit 1
The Holiday Selection Process 2
Motivations 2
Images 3
Choice of Resort 5
The search process 7
Evaluation of alternatives 8
Holiday Selection as an Analytical Framework
10
2. CHANGING PATTERNS AND STRUCTURE OF EUROPEAN
TOURISM 18
Brian Goodall
Patterns of European Tourism 19
Origins and destinations 20
Holiday tourism 23
Structure of the European Tourism Industry 26
The tour operator 27
The travel agent 29
The accommodation sector 31
Structure and patterns 32
Prospect 33
Future holiday-makers 33
The tourism industry 34
Perspective 36
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3. THE DEVELOPMENT OF TOURISM IN THE LEAST
DEVELOPED COUNTRIES 39
Erlet Cater
Tourism Potential 41
Physical resources for tourism 41
Economic conditions for tourism development
46
Socio-cultural resources 49
Tourism Impact 53
The physical impact of tourism 56
The economic impacts of tourism 58
The social impacts of tourism 60
Conclusion 61
4. THE ROLE OF TRAVEL AGENT AND TOUR OPERATOR 67
Maurice Buck
Setting the scene 67
The role of the travel agent 68
Pre-sales service 69
The sales situation 69
After-sales service 70
Changing structure and practices 71
The Agent and the Tour Operator 73
5. THE ROLE OF THE TOURIST BOARD 75
Stan Bowes
Tourist Boards in the United Kingdom .... 75
The English Tourist Board 76
The Regional Tourist Boards in England 76
Differing roles of tourist boards 78
Government Guidelines 80
Future Outlook for Tourist Boards 81
Marketing Strategies 83
Conclusion 87
6. PLANNING OF TOURIST ROUTES: THE GREEN COAST
ROAD IN THE NORTHERN NETHERLANDS 89
Jan R. Bergsma
Context 89
Tourist Routes 90
The Green Coast Road 91
Planning objectives and problems 91
The research phases 93
The optimal route 96
Concluding remarks 98
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7. RECREATIONAL DEVELOPMENTS IN GRAVEL
WORKINGS: THE LIMBURG EXPERIENCE 101
Henk Voogd
Introduction 101
The Historical and Geographical
Background 102
Wet Restoration: Making a Virtue of
Necessity 105
Aspects of Recreation Planning and Policy 106
Concluding Remarks 109
8. THE ECONOMIC EFFECTS ON DESTINATION AREAS
OF FOREIGN INVOLVEMENT IN THE TOURISM
INDUSTRY: A SPANISH APPLICATION 111
Thea Sinclair and Charles Sutcliffe
The Balance of Payments 111
The Distribution of Public and Private
Revenue 117
The Value of Expenditure on Tourism and
Associated Multiplier Effects in the
Destination Area 120
Techniques of Production and the Level of
Employment 124
The Degree of Control which the Host Area
exercises over the Development of the
Tourism Industry and Destination Area 126
Conclusion 129
9. THE IMAGE OF DESTINATION REGIONS:
THEORETICAL AND EMPIRICAL ASPECTS 133
Michael J. Stabler
Introduction 133
Image and its relevance to Tourism 134
Image in the context of Economic Theory . 136
Demand 136
Supply 143
Observations on both demand and
supply and image 146
Empirical Implications 146
The Languedoc-Roussillon Study 147
The area 147
The fieldwork 148
The results 150
The visitor survey 150
The image study 154
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Some general observations 155
Theory and the Languedoc-Roussillon Study 157
Future Research Developments 158
Modelling 158
Empirical considerations 159
10. MARKETING THE HISTORIC CITY FOR TOURISM 162
Gregory Ashworth
Introduction 162
Conflicts and Contradictions 164
Institutional 164
Goals 165
Locations 168
Physical and environmental damage 169
Conflict Resolution through the Intervention
of Intermediaries 170
The Broader Context 173
11 . DEVELOPMENTS IN THE PROMOTION OF MAJOR
SEASIDE RESORTS: HOW TO EFFECT A
TRANSITION BY REALLY MAKING AN EFFORT 176
Bryan J.H. Brown
Promotion and the Beginning 176
New Images for Old: Why the Need for
Change? 179
The Tor bay example 181
Defence of the Realm project 183
Large Industry - Small Businesses 184
12. TOURISM DEVELOPMENT PLANNING IN LANGUEDOC:
LE MISSION IMPOSSIBLE? 187
Gregory Ashworth and Michael J. Stabler
Introduction 187
The regional context 188
The Mission 189
Assessment of Regional Development 191
Regional development in general 191
Tourism development 1 92
Results 192
Assessment of Resort Development 193
Conclusions 196
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13. CHANGING TOURISM REQUIRES A DIFFERENT
MANAGEMENT APPROACH 198
Martinus J. Kosters
Status quo 199
‘Do-it-yourself1 199
Unity in Diversity 201
Missing policies 202
Management 203
Creative management 205
Marketing 207
Stength-weakness analysis 209
The tourism organisation as a 209
wholesaler? 209
Changing Organisations 211
14. TOURIST IMAGES: MARKETING CONSIDERATIONS 213
Gregory Ashworth and Brian Goodall
Competition in the Tourism Industry 213
Images and Marketing 216
The Marketing Dimension 218
Marketing activity in the tourism
industry 219
Image Projection 221
Image Transmission 223
Marketing strategies 227
Image Reception 228
Consequences of Demand-Supply Image Mismatch
231
The Way Forward 233