For undergraduate/graduate intermediate and advanced courses in Travel and Tourism, Tourism Development, Business Travel Management, and overviews on the History of Travel and Tourism.

A useful and pragmatic approach to understanding how to market travel products and destinations, Leisure Travel enables students to understand the needs of different types of travelers based on their personality profiles. The book offers a unique historic perspective, based on the author's more than 35 years of experience as a consultant and researcher to industry leaders, along with case examples of how to increase tourism and grow the leisure travel market.

Features :

• Primary focus of the book is on marketing.
• Teaches students how to market travel more effectively.
• Easily understood, comprehensive overview--Provides successful case examples of repositioning and rebranding destinations and travel products from around the world.
• Offers students a conceptual framework to understand how different travel products and destinations appeal to different personality types.
• Up-to-date review of Dr. Plog's psychographic concepts--Supported by actual case examples and research evidence, the text includes often overlooked but important rules for effective travel marketing.
• Helps students and instructors understand how destinations rise and fall in popularity and how to target and market effectively for tourism growth.
• Unique historic perspective--Based on 35+ years of the author's involvement in the travel industry, the text traces the growth and development of leisure travel into the world's largest industry.
• Illustrates for students the history of leisure travel from a pasttime of the rich to everyone's entitlement.
• A view of the future of leisure travel--Provides perspective on the changing dynamics that will impact travel in the future, and how this will impact travel suppliers.
• Offers students an approach to ensure a better future for travel.

I. PERSPECTIVES ON LEISURE TRAVEL.

1. A Personal View of the Travel Industry.
2. An Industry That Changed the World.

II. THE PSYCHOGRAPHICS OF TRAVEL.

3. Why Destinations Rise and Fall in Popularity.
4. The Psychographics of Travel Segments.
5. The Demographics of Travel.
6. Why Destinations Decline in Popularity and Nobody Ever Does Anything About It.

III. MARKETING LEISURE TRAVEL.

7. Some Overlooked Elements of Good Promotional Strategies.
8. The Importance of Positioning and Branding.
9. Using Psychographics for Effective Marketing.
10. Repositioning Destinations for Maximum Growth.
11. Positioning Travel Suppliers--A Case Example: The Airlines.

IV. BUILDING A FUTURE FOR LEISURE TRAVEL.

12. A Delicate Balance for the Future of Travel.
13. Leisure Travel--Now More Important Than Ever.
14. Ensuring a Future for Leisure Travel.