The International Marketing of Travel and Tourism

A Strategic Approach

  • François Vellas
  • Lionel Bécherel

Table of contents

  1. Front Matter
    Pages i-xxi
  2. Overview of International Tourism Marketing Principles

    1. Front Matter
      Pages 1-1
    2. Lionel Bécherel, François Vellas
      Pages 3-34
    3. Lionel BÉcherel, FranÇois Vellas
      Pages 35-106
  3. Issues and Trends in Contemporary Tourism Marketing

  4. Strategic Marketing in the Tourism Sectors

    1. Front Matter
      Pages 179-179
    2. Richard Batchelor
      Pages 181-195
    3. FranÇois Vellas
      Pages 213-245
    4. Tim Knowles, Peter Grabowski
      Pages 247-262
    5. J. E. Bigné, L. Andreu
      Pages 263-298
    6. L. Bécherel, F. Vellas
      Pages 299-316
  5. Back Matter
    Pages 317-329

About this book


Tourism marketing has long been considered as a branch of traditional marketing. However, in recent years, tourism marketing has gone through fundamental changes: the pursuit of global strategies based on strategic alliances, the breakdown of commercial borders and advances in new technology have all facilitated the commercialisation of tourism products.
This book sets out to examine the changes shaping the international marketing of tourism and travel. The book begins in defining the role of international marketing in tourism and describes the strategic marketing process, from analysis and strategy formulation to implementation techniques. It provides the marketing theory for the rest of the text. Part two focuses on specific issues that are currently influencing tourism marketing. As such, it explains how technology is affecting the way tourism firms operate, the impact and influence of environmental awareness, human resource strategy and service quality on tourism marketing. Finally, it presents the strategic responses of each of the sub-sectors - hospitality, air transport, tour operation, travel agency and the tourism destination - to the pressures of the changing tourism industry.
The International Marketing of Travel and Tourism is aimed at final year undergraduate and postgraduate students of tourism providing a strategic approach to marketing within this growing sector.


Destination international marketing Internet internet marketing marketing strategic marketing tourism tourism industry Trends

Editors and affiliations

  • François Vellas
    • 1
  • Lionel Bécherel
    • 2
  1. 1.Institute of International Development StudiesUniversity of ToulouseToulouse, CEDEXFrance
  2. 2.International Tourism ConsultancyLondonUK

Bibliographic information

Industry Sectors
Finance, Business & Banking