Offers a comprehensive introduction to customer-centric travel marketing, tourism economics and the airline product

Explains strategic and operations management in the travel and airline industries

Explores the emerging trends, including travel distribution, revenue management, etourism and interactive marketing, among other topics

Autorentext

Dr Mark Anthony Camilleri is a resident academic at the University of Malta, where he lectures in an international master's programme in collaboration with King's College, University of London. Mark specialises in strategic management, marketing, research and evaluation. He successfully finalised his PhD (Management) in three years' time at the University of Edinburgh in Scotland - where he was also nominated for his "Excellence in Teaching". He holds a Master in Business Administration (with Distinction) from the University of Leicester (England) as well as airline qualifications from the International Air Transport Association (IATA), including an Advanced Diploma (International Travel Consultancy), Diploma in Travel and Tourism, Diploma in Airline Studies, among others. During the past years, Mark taught business and tourism subjects at under-graduate, vocational and post-graduate levels in Hong Kong, Malta, Spain, UAE and the UK.Dr Camilleri has published his research in reputable peer-reviewed journals. He is a frequent speaker and reviewer at the American Marketing Association's (AMA) Marketing & Public Policy conference, in the Academy of International Business (AIB in the Academy of Management (AoM)) and at the World Research Summit for Tourism and Hospitality. Mark is also a member of the academic advisory committee in the Global Corporate Governance Institute (USA).Dr Camilleri's first book, entitled: "Creating Shared Value through Strategic CSR in Tourism" (2013) was published in Germany. In 2017, he published: "Corporate Sustainability, Social Responsibility and Environmental Management: An Introduction to Theory and Practice with Case Studies" (2017). Moreover, he edited a U.S. publication, entitled: "CSR 2.0 and the New Era of Corporate Citizenship" (2017). His short contributions are often featured in popular media outlets such as: Business2Community, Social Media Today, Triple Pundit, CSRwire and the Shared Value Initiative.Having worked for more than twelve years in the airline industry, Mark has acquired professional experience in project management, strategic management, business planning (including market research), revenue management, customer relationship and database marketing to public relations, marketing communications, branding and reputation management (using both conventional tools and digital marketing).

Klappentext

This book provides a comprehensive introduction to travel marketing, tourism economics and the airline product. At the same time, it provides an overview on the political, socio-economic, environmental and technological impacts of tourism and its related sectors.This publication covers both theory and practice in an engaging style, that will spark the readers' curiosity. Yet, it presents tourism and airline issues in a concise, yet accessible manner. This will allow prospective tourism practitioners to critically analyze future situations, and to make appropriate decisions in their workplace environments. Moreover, the book prepares undergraduate students and aspiring managers alike with a thorough exposure to the latest industry developments. "Dr. Camilleri provides tourism students and practitioners with a clear and comprehensive picture of the main institutions, operations and activities of the travel industry." Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, Evanston/Chicago, IL, USA "This book is the first of its kind to provide an insightful and well-structured application of travel and tourism marketing and economics to the airline industry. Student readers will find this systematic approach invaluable when placing aviation within the wider tourism context, drawing upon the disciplines of economics and marketing." Brian King, Professor of Tourism and Associate Dean, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong "The remarkable growth in international tourism over the last century has been directly influenced by technological, and operational innovations in the airline sector which continue to define the nature, scale and direction of tourist flows and consequential tourism development. Key factors in this relationship between tourism and the airline sector are marketing and economics, both of which are fundamental to the success of tourism in general and airlines in particular, not least given the increasing significance of low-cost airline operations. Hence, uniquely drawing together these three themes, this book provides a valuable introduction to the marketing and economics of tourism with a specific focus on airline operations, and should be considered essential reading for future managers in the tourism sector." Richard Sharpley, Professor of Tourism, School of Management, University of Central Lancashire, UK "The book's unique positioning in terms of the importance of and the relationships between tourism marketing, tourism economics and airline product will create a distinct niche for the book in the travel literature." C. Michael Hall, Professor of Tourism, Department of Management, Marketing and Entrepreneurship, University of Canterbury, Christchurch, New Zealand "A very unique textbook that offers integrated lessons on marketing, economics, and airline services. College students of travel and tourism in many parts of the world will benefit from the author's thoughtful writing style of simplicity and clarity." Liping A. Cai, Professor and Director, Purdue Tourism & Hospitality Research Center, Purdue University, West Lafayette, IN, USA "An interesting volume that provides a good coverage of airline transportation matters not always well considered in tourism books. Traditional strategic and operational issues, as well as the most recent developments and emerging trends are dealt with in a concise yet clear and rational way. Summaries, questions and topics for discussion in each chapter make it a useful basis for both taught courses or self-education." Rodolfo Baggio, Professor of Tourism and Social Dynamics, Bocconi University, Milan, Italy "This is a very useful introductory book that summarises a wealth of knowledge in an accessible format. It explains the relation between marketing and economics, and applies it to the business of airline management as well as the tourism industry overall." Xavier Font, Professor of Sustainability Marketing, School of Hospitality and Tourism Management, University of Surrey, UK and Visiting Professor, Hospitality Academy, NHTV Breda, Netherlands "This book addresses the key principles of tourism marketing, economics and the airline industry. It covers a wide range of theory at the same time as offering real-life case studies, and offers readers a comprehensive understanding of how these important industries work, and the underpinning challenges that will shape their future. It is suitable for undergraduate students as well as travel professionals, and I would highly recommend it." Clare Weeden, Principal Lecturer in Tourism and Marketing at the School of Sport and Service Management, University of Brighton, UK "In the current environment a grasp of the basics of marketing to diverse consumers is very important. Customers are possessed of sophisticated knowledge driven by innovations in business as well from highly developed technological advances. This text will inform and update students and those planning a career in travel and tourism. Mark Camilleri has produced an accessible book, which identifies ways to accumulate and use new…