CONTENTS
A . bout the Editors
xiii
A . bout the Authors
xv
L . ist of Contributors
xxiii
P . REFACE
xxvii
I. NTRODUCTION TO STRATEGIC MARKETING IN TOURISM
xxxi
P . ART I – TARGET MARKETING 1. Target Marketing and Its Application to Tourism Rodoula H. Tsiotsou and Ronald E. Goldsmith
3
2. The Role of Market Segmentation in Strategic Tourism Marketing 17 Sara Dolnicar 3. Social Interactions as Basis for Segmenting the Tourism Market Rodoula H. Tsiotsou, Andreas Mild and D. Sudharshan
35
PART . II – BRANDING 4. Destination Branding Development: Linking Supply-Side and Demand-Side Perspectives Giacomo Del Chiappa and Ilenia Bregoli 5. Place Branding: The Issue of a Narrowed Tourism Perspective Sebastian Zenker and Suzanne C. Beckmann
51
63
x
Contents
6. Destination Imagery: Examining Online Representative Dissonance in India Deepak Chhabra
79
7. Destination Brand Equity Modelling and Measurement — A Summer Tourism Case From Sweden Matthias Fuchs, Tatiana Chekalina and Maria Lexhagen
95
8. Local Stakeholders’ Image of Tourism Destinations: Outlooks for Destination Branding Danielle Fernandes Costa Machado, Mirna de Lima Medeiros and Joa˜o Luiz Passador
117
PART . III – RELATIONSHIP MARKETING 9. Implementing Relationship Marketing in Hospitality and Tourism Management Ronald E. Goldsmith and Rodoula H. Tsiotsou 10. Customer Value in Tourism Services: Meaning and Role for a Relationship Marketing Approach Martina G. Gallarza, Irene Gil-Saura and Morris B. Holbrook 11. Identifying the Major Determinants of Loyalty in Tourism Ana Marı´a Campo´n Cerro, Jose´ Manuel Herna´ndez Mogollo´n and Helena Maria Baptista Alves 12. Familiarity and Experience in Tourist Satisfaction and Loyalty Development Ramo´n Rufı´n Moreno, Cayetano Medina Molina, Jose´ Luis Rolda´n Salgueiro and Manuel Rey Moreno
139
147
163
185
PART . IV – EXPERIENTIAL MARKETING 13. Introduction to Experiential Marketing Ronald E. Goldsmith and Rodoula H. Tsiotsou 14. Tourist Experience Development: Designed Attributes, Perceived Experiences and Customer Value Lihua Gao, Noel Scott, Peiyi Ding and Chris Cooper
207
215
Contents 15. The Service-Dominant Logic Approach to Tourism Marketing Strategy Sun-Young Park and Stephen L. Vargo
xi
231
16. Marketing the Rural Tourism Experience Elisabeth Kastenholz, Maria Joa˜o Aibe´o Carneiro and Carlos Peixeira Marques
247
17. Destination Cross River Alvin Rosenbaum
265
PART . V – E-MARKETING 18. An Overview of the Main Innovations in E-Marketing Maria Elena Aramendia-Muneta 19. Information and Communication Technologies in Tourism: A Comparison for Travel Agents, Hotels and Restaurants Irene Gil-Saura, Marı´a-Eugenia Ruiz-Molina and Gloria Berenguer-Contrı´ 20. Exploring the Potential of Travel Reviews: Implications for Strategy Formulation and Implementation Antonella Capriello
289
299
321
21. Mobile Marketing in Tourism Services Shintaro Okazaki, Sara Campo and Luisa Andreu
339
E . PILOGUE
359
A . ppendix
363
I. ndex
369