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Strategic Marketing in Tourism Services
Rodoula H. Tsiotsou, University of Macedonia, Greece and Ronald E. Goldsmith, Florida State University, USA

For more information about the book and to request an inspection copy please see the Emerald website

http://www.emeraldinsight.com/products/books/notable/page.htm?id=9781780520704

Acknowledgments
Preface

INTRODUCTION TO STRATEGIC MARKETING IN TOURISM
Rodoula H. Tsiotsou

PART I – TARGET MARKETING

Chapter 1
Target Marketing and its Application to Tourism
Rodoula H. Tsiotsou and Ronald E. Goldsmith

Chapter 2
Market Segmentation in Tourism
Sara Donlicar

Chapter 3
Social Interactions as Basis for Segmenting the Tourism Market
Rodoula H. Tsiotsou, Andreas Mild and D. Sudharshan

PART II – BRANDING

Chapter 4
Destination Branding Development: Linking Supply-Side and Demand-Side Perspectives
Giacomo Del Chiappa and Ilenia Bregoli

Chapter 5
Place Branding: The Issue of a Narrowed Tourism Perspective
Sebastian Zenker and Suzanne Beckmann

Chapter 6
Destination Imagery: Examining On-Line Representative Dissonance in India
Deepak Chhabra

Chapter 7
Destination Brand Equity Modelling and Measurement – A Summer Tourism Case from Sweden
Matthias Fuchs, Tatiana Chekalina and Maria Lexhagen

Chapter 8
Local stakeholders’ image of tourist destinations: outlooks and strategies for destination branding
Danielle Fernandes, Costa Machado, Mirna de Lima Medeiros and João Luiz Passador

PART III – RELATIONSHIP MARKETING

Chapter 9
Implementing Relationship Marketing in Hospitality and Tourism Management
Ronald E. Goldsmith and Rodoula H. Tsiotsou

Chapter 10
Customer value in tourism services: meaning and role for a relationshipmarketing approach
Martina G. Gallarza, Irene Gil Saura and Morris B. Holbrook

Chapter 11
Identifying the Major Determinants of Loyalty in Tourism: A Literature Review
Ana María Campón Cerro, José Manuel Hernández Mogollón and Helena Maria Baptista Alves

Chapter 12
The Moderating Role of Familiarity and Experience in Tourist Satisfaction and Loyalty Development
Cayetano Medina, Jose Luis Roldan, Ramon Rufin and Manuel Rey

PART IV – EXPERIENTIAL MARKETING

Chapter 13

Introduction to experiential marketing
Ronald E. Goldsmith and Rodoula H. Tsiotsou

Chapter 14
Tourist Experience Development: Designed Attributes, Perceived Experiences and Customer Value
Lihua Gao, Noel Scott, Peiyi Ding and Chris Cooper

Chapter 15
A Service-Dominant Logic Framework for Tourism Marketing Strategy
Sun-Young Park and Steve Vargo

Chapter 16
Marketing the rural tourism experience
Elisabeth Kastenholz, Maria João Carneiro and Carlos Peixeira Marques

Chapter 17
Destination Cross River
Alvin Rosenbaum

PART V – E-MARKETING

Chapter 18
An overview of the main innovations in e-marketing
Maria Elena Aramendia Muneta

Chapter 19
Information and Communication Technologies in Tourism: A Comparison for Travel Agents, Hotels and Restaurants
Irene Gil-Saura, María-Eugenia Ruiz-Molina and Gloria Berenguer-Contrí

Chapter 20
Exploring the Potential of Travel Reviews in Experiential Marketing: Implications for Strategy Formulation and Implementation
Antonella Capriello

Chapter 21
Mobile marketing in tourism services
Shintaro Okazaki, Sara Campo and Luisa Andreu

EPILOGUE
Ronald E. Goldsmith

SUBJECT INDEX

APPENDIX

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