Tourism Marketing for Cities and Towns : Using Branding and Events to Attract Tourists (Paperback)

Chapter One: Tourism to Cities and Towns
- History of urban tourism
- Defining and packaging town as destination
- Using tourism to support economic development

Chapter Two: Marketing Theory Applied to Places
- Introduction to marketing theory
- Positioning and branding the event
- Providing unique experiences valued by younger tourists

Chapter Three: Product analysis
- Analysis of physical product (attractions, sports, entertainment)
- Analysis of aesthetic product (culture, scenery, history)
- Analysis of tourist services (hotels, dining, tours)

Chapter Four: Branding the Town
- Using branding to gain recognition
- Finding a event that conveys the correct image
- Developing the message for each tourist segment

Chapter Five: Targeting the Visitor
- Defining the tourist segments
- Targeting by event activity
- Researching new target markets

Chapter Six: Packaging the Product
- Shaping the appropriate city image
- Packaging itineraries of product and experience
- Packaging activities as events

Chapter Seven: Partnering with the Community
- Finding resources using economic development funds
- Government programs available to develop the tourism product
- Using tourism to attract new businesses

Chapter Eight: Developing the Image and Message
- Creating the promotion message
- Planning the event place and image
- Using the promotion mix components

Chapter Nine: Planning the Promotion
- Communicating using advertising and public relations
- Visitor centers, familiarization tours and personal selling
- Direct marketing to target tourist segments

Chapter Ten: Evaluating the Impact
- Understanding the tourist experience
- Evaluating economic impacts
- Researching local resident opinions

Conclusion:
- List of available community and government resources
-Case studies for use in class