International City Tourism : Analysis and Strategy

Cities are the most popular tourist destinations, and short city holidays or weekend breaks are a fast growing segment of tourist demand.

The advanced marketing managers in the City Tourist Organisations today apply the same analytic and planning criteria as their counterparts in the branded goods industries - they have learned to differentiate between strategic and instrumental market planning.

Strategic decisions such as positioning a destination or channelling promotional efforts into appropriate market segments are thoroughly prepared with comprehensive market research data and based on explicit behavioural assumptionsThis book provides the student and professional with a guide to marketing international city tourism.

It explores the use of databases, analysing demand and competitive pressures, enabling students and professionals to get to grips with the key elements.