The text familiarizes the reader with the tourism industry in South African - its statistics, trends, main organizations and role-players. Each chapter is followed by a case study set in a Southern African environment. The new edition makes particular reference to the 2010 FIFA World Cup. The book has updated statistics, new case studies and a brand new chapter on corporate social responsibility.

The text familiarises the reader with the tourism industry in South African - its statistics, trends, main organizations and role-players. Each chapter is followed by a case study set in a Southern African environment. The new edition makes particular reference to the 2010 FIFA World Cup. The book has updated statistics, new case studies and a brand new chapter on corporate social responsibility.

• PART 1: UNDERSTANDING MARKETING IN THE TOURISM INDUSTRY
• 1. Marketing principles
• 2. characteristics of Tourism Marketing
• PART 2: GATHERINE INFORMATION FOR DECISION-MAKING
• 3. The Tourism Marketing Environment
• 4. Tourism Marketing Planning
• 5. Tourism Marketing Research
• PART 3: ANALYSING THE TOURISM MARKET
• 6. Segmentation, Targetting, and Positioning
• 7. Consumer Buying Behaviour
• 8. Organisational Buying Behaviour
• PART 4: IMPLEMENTING THE MARKETING MIX STRATEGIES
• 9. Product-offering strategies
• 10. Pricing Strategies
• 11. Distribution Strategies
• 12. Communication and Advertising Strategies
• 13. Sales Promotions and Personal Selling Strategies
• 14. Internet Marketing and Direct Marketing Strategies
• 15. Printed Literature, Public Relations, and Sponsorship Strategies
• 16. Physical Evidence, People and Proces Strategies
• PART 5: UNDERSTANDING TOURISM MARKETING ISSUES
• 17. Internal Markeing
• 18. Destination Marketing
• 19. Relationship Marketing
• 20. Event Marketing
• 21. Corporate Social Responsibility
• 22. The Future of Tourism Marketing in South Africa