Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists
Butterworth Heinemann, 2006, 328 pp., EUR 36.95, ISBN 0-7506-7945-X
Written by Bonita M. Kolb, Assistant Professor in Marketing, Lycoming College, Pennsylvania, USA, this book entitled Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists is a must read for anyone involved in the expanding fields of cultural tourism and urban marketing since it masterfully combines marketing strategies with real life examples of current urban marketing campaigns.
Aimed at introductory undergraduates in tourism and marketing as well as tourism professionals and marketers, the publication provides thorough and succinct coverage of marketing theory specific to the tourism industry, focusing on developing the branded destination with special emphasis on promotional planning. In addition, it contains numerous international examples, discussion questions, and strategic planning worksheets.
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