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CAB eBooks

Ebooks on agriculture and the applied life sciences from CAB International

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CABI Book Chapter Info
Cover for Structure of urban destinations.

This chapter begins by reviewing the spatial structure of urban attractions and activities followed by accommodation. The focus switches next to research on tourist districts and precincts and then to consideration of broader network and relationship issues, a theme that has attracted relatively...

Author(s)
Pearce, D. G.
ISBN
2021 CABI (H ISBN 9781789245837)
Type
Book chapter
CABI Book Chapter Info
Cover for Structure of coastal resorts.

The focus in this chapter is on those destinations where tourism is a dominant function and the beach and coastal waters are a prime attraction. Their morphology is considered first, i.e. the spatial arrangement of basic structural features which demonstrate a close relationship between...

Author(s)
Pearce, D. G.
ISBN
2021 CABI (H ISBN 9781789245837)
Type
Book chapter
CABI Book Chapter Info
Cover for Events and festivals.

This chapter is dedicated to the study of garden-related events and festivals. Most gardens have festivals and events to drive attendance, with the secondary reason to bring in new visitors and perhaps cater to, or attract new, membership. The chapter highlights a selection of these events and...

Author(s)
Benfield, R. W.
ISBN
2021 CABI (H ISBN 9781789241761)
Type
Book chapter
CABI Book Chapter Info
Cover for Introduction: using events as a strategic marketing tool.

This chapter explains what events are and how organizations can use them in strategic marketing. Moreover, it discusses several types of events and introduces the EVENTS model developed at the Breda University of Applied Sciences as a tool to study systematically the strategic use of events....

Author(s)
Gerritsen, D.; Olderen, R. van
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Chapter Info
Cover for Trends and developments: consumers' pursuit of happiness.

This chapter focuses on a number of economic and sociocultural developments that play a direct or indirect role in the strategic use of events. It discusses what is termed the experience economy and the future happiness economy. In conclusion, it explains how these developments present...

Author(s)
Rooijackers, M.
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Chapter Info
Cover for Event marketing.

This chapter starts with an explanation of what event marketing means. Then, it places this form of marketing in a broader context. After a description of the various types of event marketing, its advantages and disadvantages are presented. The chapter finishes with a number of tips relating to the ...

Author(s)
Gerritsen, D.; Olderen, R. van
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Chapter Info
Cover for Events and customer relationship marketing.

The central theme of this chapter is the role of events in relationship marketing. After a brief sketch of the history of this form of marketing, the chapter discusses the three Rs: reputation, relationships and reciprocity. Next, it focuses extensively on relationship events. The chapter finishes...

Author(s)
Gerritsen, D.; Olderen, R. van
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Chapter Info
Cover for Events and marketing communication.

This chapter starts with a definition of communication. Next, it deals with the communication model and the position of events in this model. The chapter demonstrates that events have news value, while addressing the relationship between new media and events. The chapter concludes with a section on ...

Author(s)
Gerritsen, D.; Olderen, R. van
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Chapter Info
Cover for Events and branding.

This chapter describes the role of events in relation to branding. First, it looks at what a brand is and what its attributes are. Then, it discusses the significance of brands from the perspective of the producer as well as that of the consumer. This is followed by a discussion of the building of...

Author(s)
Velthoven, T. van; Olderen, R. van; Gerritsen, D.
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Chapter Info
Cover for Events and city marketing: the role of events in cities.

City marketing is a form of marketing that utilizes events, among other things, to make a city pleasant to live in and attractive for inhabitants, companies and visitors, and to do this in a sustainable way. This chapter covers the emergence of city marketing and city branding, and the relevant...

Author(s)
Mierlo, J. van
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter

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