Alan Fyall - Marketing for Tourism and Hospitality: Collaboration, Technology and Experiences

The marketing landscape has changed dramatically in recent years, especially for tourism and hospitality practitioners. Marketing for these industries is now a multi-dimensional, collaborative venture driven by technological change and the growing demand for authentic co-created experiences.

Marketing for Tourism and Hospitality provides students with a contemporary, accessible and useful resource as they prepare to encounter the complexities and challenges of tourism and hospitality marketing globally. A clear articulation of the changing landscape, a comprehensive introduction to the three underpinning themes of collaboration, technology and experiences, and a plentiful supply of international case material provide students with an enjoyable and digestible resource that is both academically rigorous and practice-oriented, helping them prepare for day-to-day problems in the dynamic world of marketing.

This contemporary, challenging and highly applied text is an indispensable resource for all students of tourism and hospitality degree programmes.

Alan Fyall is Orange County Endowed Professor of Tourism Marketing and Graduate Programs Director at the Rosen College of Hospitality Management, University of Central Florida, USA.

Patrick Legohrel is Professor at the School of Hotel and Tourism Management (ESTHUA), University of Angers, France, where he teaches tourist behaviour, marketing strategy, pricing and revenue management in hospitality and tourism, international marketing.

Isabelle Frochot is a Senior Lecturer at the University of Savoie, France, where she teaches tourist behaviour, experiential tourism, branding and international tourism.

Youcheng Wang is William C. Peeper Preeminent Professor in Destination Marketing and Dean of the Rosen College of Hospitality Management, University of Central Florida, USA.

First published 2019

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2019 Alan Fyall, Patrick Legohrel, Isabelle Frochot and Youcheng Wang

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ISBN: 978-1-138-12127-0 (hbk)

ISBN: 978-1-138-12129-4 (pbk)

ISBN: 978-1-315-65102-6 (ebk)

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Alan Fyall is Orange County Endowed Professor of Tourism Marketing and Graduate Programs Director at the Rosen College of Hospitality Management, University of Central Florida, and is a member of UCFs National Center for Integrated Coastal Research. He has published widely in the areas of tourism and destination marketing and management including 22 books. Dr. Fyall is a former member of the Bournemouth Tourism Management Board (DMO) and Board of Solent Synergy Ltd in Southern England, and has conducted numerous consulting and applied research projects for clients in the UK, the European Union, Africa, the Caribbean, the USA, Central and South America, and South East Asia. Clients include Grant Thornton, Ernst & Young, the Commonwealth Secretariat, the Malaysian Government, the Supreme Commission for Tourism and Antiquities (Saudi Arabia) and the World Travel and Tourism Council.

Alan currently teaches International Tourism Management and Destination Marketing and Management and to date has examined 27 PhDs in the UK, India, France, South Africa, Australia, Hong Kong, and Malaysia. He has organized a number of international conferences and workshops for academic, professional, and governmental audiences and is frequently invited to deliver key note addresses. He is Co-Editor of Elseviers Journal of Destination Marketing & Management and sits on the editorial boards of many leading journals. His current research interests relate to smart and sustainable tourism and destination resilience in Florida, the Caribbean, and South East Asia.

Patrick Legohrel is Professor at the School of Hotel and Tourism Management (ESTHUA), University of Angers, France, where he teaches tourist behavior, marketing strategy, pricing and revenue management in hospitality and tourism, international marketing. He has also been a Visiting Professor at several universities (including Hilton College, University of Houston (USA), School of Hotel and Tourism Management, Hong Kong Polytechnic University (Hong Kong SAR), the University of Guangzhou, and Sun Yat-Sen University (China)).

His work has appeared in both marketing journals (such as the European Journal of Marketing, Journal of Retailing and Consumer Services, Journal of Consumer Marketing, etc.), and tourism and hospitality journals (including Tourism Management, International Journal of Contemporary Hospitality Management, Journal of Travel and Tourism Marketing, etc.). He also serves on the editorial boards of ten international journals, including Journal of Travel and Tourism Marketing, Journal of Travel Research, Journal of Destination Marketing and Management, and International Journal of Contemporary Hospitality Management. Patrick has also published three books in the area of tourism marketing, including Marketing du tourisme (4th ed., Dunod, 2018) (co-authored with Isabelle Frochot), and Revenue Management for Hospitality and Tourism (GoodFellow Publisher, 2013) (co-authored with Alan Fyall).

Patricks research interests lie in consumer behaviour technology acceptance, senior, variety seeking, atmospherics, consumer spending, and price perception. He also specializes in revenue management, both in terms of research interest and publications, and managerial implications (he is director of the masters program in revenue management at the University of Angers, a member of the Revenue Management Club France, undertakes consultancy, and is co-founder of the Remaps conference). He is also a TTRA European Chapter board member, and he was in charge of the Angers TTRA 2017 European Conference.

Isabelle Frochot is a senior lecturer at the University of Savoie, France, where she teaches tourist behaviour, experiential tourism, branding and international tourism. Isabelle completed her PhD at Manchester Metropolitan University on the subject of heritage quality perceptions and visitors segmentation. She has published five books in the area of tourism marketing and published in international tourism journals as well as conferences throughout the world.