Marketing in Travel and Tourism, TiR AGH, Książki

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Marketing in Travel and Tourism
About the principal author
Professor Victor Middleton has some thirty years of international
experience of marketing practice. Commencing his career with two
international blue chip f.m.c.g. companies and a national tourist board, he
has worked directly with The European Commission, Governments in
the UK and elsewhere, national and regional tourist offices in many
countries and with local authorities. He has extensive experience with
visitor attractions, especially in the heritage field, and with hotel and
other accommodation interests. His research interests encompass sustain-
able development, market research, visitor management, cultural strate-
gies and the role of small businesses – within an overall concept of
customer orientation and the values of a marketing philosophy.
A full time academic at the University of Surrey for twelve years, he
was among the first in Europe to lecture in tourism marketing. A Founder
Fellow and former Chairman of the UK Tourism Society, he has been an
independent management consultant in tourism since 1984. He combines
running his own ‘micro-business’ with writing books and his Visiting
Professorships at Oxford Brookes University and the University of
Central Lancashire. Well known on the international conference circuit,
his articles, books, contributed chapters and other publications number
well over one hundred.
By the same author in recent years
Sustainable Tourism: A marketing perspective
(with Rebecca Hawkins)
(1998)
Measuring the Local Impact of Tourism
(1996)
New Visions for Museums in the 21
st
Century
(1998)
New Visions for Independent Museums in the UK
(1989)
Review of Tourism Studies Degree Courses in the UK
(1993)
Marketing in Travel
and Tourism
Third edition
Victor T. C. Middleton
with Jackie Clarke
OXFORD AUCKLAND BOSTON JOHANNESBURG MELBOURNE NEW DELHI
Butterworth-Heinemann
Linacre House, Jordan Hill, Oxford OX2 8DP
225 Wildwood Avenue, Woburn, MA 01801-2041
A division of Reed Educational and Professional Publishing Ltd
A member of the Reed Elsevier plc group
First published 1988
Reprinted 1988, 1989, 1990, 1992, 1993
Second edition 1994
Reprinted 1995 (twice), 1996, 1997, 1998, 2000
Third edition 2001
© Victor T. C. Middleton 1988, 1994, 2001
All rights reserved. No part of this publication may be reproduced in
any material form (including photocopying or storing in any medium by
electronic means and whether or not transiently or incidentally to some
other use of this publication) without the written permission of the
copyright holder except in accordance with the provisions of the Copyright,
Designs and Patents Act 1988 or under the terms of a licence issued by the
Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London,
England W1P 0LP. Applications for the copyright holder’s written
permission to reproduce any part of this publication should be addressed
to the publishers
British Library Cataloguing in Publication Data
Middleton, Victor T. C.
Marketing in travel and tourism. – 3rd ed.
1. Tourist trade – Marketing
I. Title II. Clarke, Jackie
338.4'791'0688
ISBN 0 7506 4471 0
Composition by Genesis Typesetting, Rochester, Kent
Printed and bound in Great Britain
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