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Call for Chapters

Book Title: Strategic Marketing in Tourism Services

Edited by:

Dr. Rodoula H. Tsiotsou, University of Macedonia, Greece
Professor Ronald E. Goldsmith, Florida State University, U.S.A

Proposed Publisher: Emerald

Chapter proposal (abstract) due date: September 30, 2010
Full chapters due date: March 30, 2011
Expected book publication: December 2011

The book will focus on marketing strategies implemented in tourism services firms and will include a collection of papers related to specific marketing strategy. The book will present the application of specific marketing strategies such as experiential marketing, branding strategies, target marketing, relationship marketing and e-marketing in tourism. Furthermore, it will present the strategic responses of each of the tourism sub-sectors – hospitality, air transport, tour operation, travel agencies and the tourism destinations- from various countries all over the world.

Introduction:

Strategic marketing in the tourism industry is increasingly becoming important, from both theoretical (academic) and applied (practitioner) perspectives. However, a lack of work on strategic marketing issues in tourism has been identified in the literature (Bagnall, 1996; Riege and Perry, 2000). The key reason for this is that up to recently marketing for tourism services has been focused not on the consumer, but on the destination or outlet, with marketing strategies being related to the products offered (Williams, 2006). As marketing within this sector has evolved however, the offer has become increasingly less important due to the enormous heterogeneity of consumers’ needs, motivation and behaviours and the changing of the global economic and social conditions. Thus, tourism firms and destinations realized that they need to redefine their strategies to respond effectively to these changes. Therefore, a book presenting the most pivotal marketing strategies employed in tourism becomes essential in the tourism and marketing literature.

Book objectives:

1. To introduce tourism marketing scholars, students and practitioners and related fields to pertinent strategic approaches in tourism marketing and to illustrate their applications and benefits (and limitations) with the help of a combination of conceptual and empirical papers related to all tourism sub-sectors.
2. To advance our understanding of the causal mechanisms underlying the formation and implementation of contemporary marketing strategies in tourism services.
3. To encourage further research that draws on the same strategies, modifies them, or introduces superior strategies.
4. To respond to current calls for more academic work on strategic marketing issues in tourism.

The contents listed below provide the structure and arrangement of topics that will be presented through this publication:

• PART I. Target marketing (segmentation criteria, targeting, positioning strategies)
• PART II. Branding (developing brand equity, brand extension, co-branding, destination branding)
• PART III. Relationship marketing (building loyalty, trust, commitment, attachment, CRM)
• PART IV. Experiential marketing (Experiential elements, tactics, strategies)
• PART V. E-marketing (TAM models, web 2.0, e-marketing, mobile marketing, social networks)

An introductory chapter and three papers, conceptual and empirical, will be included in each part of the book. The introductory chapter will present an overview of the respective strategy including its current research and application in tourism services.

Target audience:

The book will be structured to include theoretical and practical contents. It will be of interest to academics for use as textbook especially at the graduate level and use by practitioners for strategic decision making.

It is intended to distribute this publication in both academic and general book stores.

Submission of interest:

The editors are inviting expressions of interest by researchers who wish to contribute to this book. In the first instance, please forward an abstract up to three to five pages long, outlining the content of your contribution in any of the topics listed earlier. Submissions of the abstract should be sent by email to both of the editors for review by September 30th, 2010 or earlier.

Editors‘ contact information:

Rodoula Tsiotsou (Ph.D.)
Assistant Professor of Services Marketing
Department of Marketing & Operations Management
University of Macedonia
Agiou Dimitriou 49, TK 58200 Edessa, Greece
Tel. 003(0)-23810-51765 Fax 003(0)-23810-51182
Email: rtsiotsou@uom.gr, rtsiotsou@gmail.com

Ronald E. Goldsmith (Ph.D.)
The Richard M. Baker Professor of Marketing
Florida State University
821 Academic Way
PO Box 3061110
Tallahassee, FL 32306-1110
Tel. 850.644.4091 Fax: 850.644.4098
Email: rgoldsm@cob.fsu.edu

The abstracts should be submitted in Word document. The author(s) details should be presented on the title page with contact numbers and email addresses listed.

Each chapter will be no more than 7,000 words in length including references, tables and figures.

Introductory chapters will be no more than 3,000 words in length including references, tables and figures.

ÂÜÀòÉç¹ÙÍøt the Editors:

Rodoula Tsiotsou (Ph.D.) obtained her Ph.D. from Florida State University and is currently an Assistant Professor of Marketing at the Department of Marketing & Operations Management, University of Macedonia, Greece. She has published in a variety of international scientific journals such as The Service Industries Journal, Journal of Marketing Management, International Journal of Retail and Distribution Management, Applied Financial Economics Letters, Journal of Vacation Marketing, Journal of Hospitality and Leisure Marketing, Journal of Targeting, Measurement, & Analysis for Marketing, International Journal of Non profit and Voluntary Sector Marketing, Journal of Travel & Tourism Marketing, International Journal of Sport Marketing and Sponsorship. Her research interests include services marketing (focused on tourism and sport), brand management, non profit marketing, and e-marketing.

Ronald E. Goldsmith (Ph.D.) is the Richard M. Baker Professor of Marketing in the College of Business at Florida State University where he teaches consumer behavior and marketing research. Most of his research focuses on personality’s role in consumer behavior and measurement issues, especially in the areas of diffusion of innovations, consumer involvement, and services marketing. Since 1991 he has been a co-editor (North America) for The Service Industries Journal. He has published over 140 articles in such journals as The Journal of the Academy of Marketing Science, the Journal of Business Research, The Journal of Services Marketing, The Journal of Consumer Behaviour, The Journal of Advertising, The European Journal of Marketing, and The Journal of Social Psychology,. His book co-authored with Gordon Foxall entitled Consumer Psychology for Marketing was first published in 1994 and appears in Chinese, Polish, Russian, and Korean editions.

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