How to use this series; How to use this book; Introduction; Introduction to command words; Unit 1 Travel and tourism themes and concepts; 1.0 Introduction; 1.1 The changing nature of travel and tourism: Reasons people travel; Types of tourism; The changing structure of the travel and tourism industry; Travel and tourism destinations: Types of destination; The changing appeal of destinations to different external customer types; Changes in travel choices; 1.3 Trends in travel and tourism: Changing global tourism flows; 1.4 The growth of sustainable tourism: Sustainable tourism meanings; Reasons for the growth of sustainable tourism; 1.5 Sustainable tourism in practice: the growth of ecotourism; Ecotourism products and services; Responsible and ethical tourism behaviours and practices; Sustainably managing tourism facilities; Impacts and attitudes; 1.6 Customer service in travel and tourism: Providing customer service in travel and tourism; The importance of quality customer service; Ways of assessing customer service quality in travel and tourism; Unit 2 Planning and managing a travel and tourism event; 2.0 Introduction: A virtual world; Planning and managing your own event; 2.

1 Working in a team: Overview of team working; 2.2 Choosing your event: Feasibility studies and the areas to consider; Investigative methods; SWOT analysis; Risk assessment; Contingency planning; Financial and accounting methods; Approvals and legal considerations; Data protection; Explaining your choice of event and producing a mission statement; 2.3 Producing a business plan for your travel and tourism event: Business plan; Timescales and planning; SMART Goals; Ways to monitor and evaluate the event; 2.4 Preparing for the event: Formal letter and email writing; Preparation of financial accounts and collecting payments; Safety; Data protection and online security; Forms of marketing; Itinerary design; 2.5 Running the event: Time keeping; Customer care and feedback; Problem solving; Evidence of the event; 2.6 Evaluation and recommendations: Techniques to evaluate the event; Evaluation of the team; Personal reflection and self-evaluation; Ways of improving planning, preparing and running the event; Unit 3 Destination Marketing; 3.0 Introduction; 3.1 Defining the tourism market: Market research and analysis; The aims of market research and market analysis; Market research methods; Market analysis tools and techniques; Market segmentation; Visitor profiling; Product positioning; Review of the marketing mix; 3.

2 Building a destination brand: Reasons for branding a destination; Characteristics of an effective destination brand; Creating a brand identity; Strategies for launching the brand; 3.3 Communicating the destination brand: Interdependent stakeholders in the destination branding process; Communication methods used to raise awareness of the destination's brand identity; Considerations for selection of communication methods; Different media used to communicate the destination's brand identity; 3.4 Challenges in branding destinations: Branding challenges; 3.5 Monitoring the effectiveness of the destination brand: Methods used to monitor the effectiveness of the brand; Monitoring resources invested and the results of marketing activities; Key performance indicators (KPIs) / measures of success; Unit 4 Destination development and management; 4.0 Introduction; 4.1; Organisations involved in destination management, their roles and priorities: Governments, ministries and National Tourism Organisations; Local authorities and regional tourism organisations; Non-governmental organisations (NGOs); Commercial organisations; Destination Management Companies; 4.2 Destination management: Destination management activities; Objectives of tourism development and management; 4.3 Impacts of tourism: Economic impacts; Environmental impacts; Sociocultural impacts; Preparing for Assessment; Index; Glossary; Acknowledgements.