Chapter One: Tourism to Cities and Towns - History of urban tourism - Defining and packaging town as destination - Using tourism to support economic development Chapter Two: Marketing Theory Applied to Places - Introduction to marketing theory - Positioning and branding the event - Providing unique experiences valued by younger tourists Chapter Three: Product analysis - Analysis of physical product (attractions, sports, entertainment) - Analysis of aesthetic product (culture, scenery, history) - Analysis of tourist services (hotels, dining, tours) Chapter Four: Branding the Town - Using branding to gain recognition - Finding a event that conveys the correct image - Developing the message for each tourist segment Chapter Five: Targeting the Visitor - Defining the tourist segments - Targeting by event activity - Researching new target markets Chapter Six: Packaging the Product - Shaping the appropriate city image - Packaging itineraries of product and experience - Packaging activities as events Chapter Seven: Partnering with the Community - Finding resources using economic development funds - Government programs available to develop the tourism product - Using tourism to attract new businesses Chapter Eight: Developing the Image and Message - Creating the promotion message - Planning the event place and image - Using the promotion mix components Chapter Nine: Planning the Promotion - Communicating using advertising and public relations - Visitor centers, familiarization tours and personal selling - Direct marketing to target tourist segments Chapter Ten: Evaluating the Impact - Understanding the tourist experience - Evaluating economic impacts - Researching local resident opinions Conclusion: - List of available community and government resources -Case studies for use in class.