基本信息·出版社：Butterworth-Heinemann ·页码：208 页 ·出版日期：2007年11月 ·ISBN：0750682329 ·条形码：9780750682329 ·装帧：平装 ·正文语种 ...
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Gay and Lesbian Tourism: the Essential Guide for Marketing |
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Gay and Lesbian Tourism: the Essential Guide for Marketing |
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基本信息·出版社：Butterworth-Heinemann
·页码：208 页
·出版日期：2007年11月
·ISBN：0750682329
·条形码：9780750682329
·装帧：平装
·正文语种：英语
内容简介 This unique introductory resource provides a broad foundation of knowledge on the gay and lesbian market segment. Topics and themes are illustrated by interviewing the top professionals in gay travel and gay media who share their experience, tips for success and future predictions. Packed with best case examples and practices of existing gay tourism initiatives and campaigns, this engaging text provides analysis and context that addresses some of the burning questions in this area, including the potential negative consumer and stakeholder reaction, and strategies to educate the local hospitality community.
* The only book to offer a comprehensive foundation of knowledge for marketers on the gay and lesbian travel consumer
* Provides a current and comprehensive survey of research
* Offers a practical approach from the industry's top experts in gay tourism
作者简介 Jeff Guaracino heads the regional communications and is an expert in gay tourism marketing programs for the Greater Philadelphia Tourism Marketing Corporation (GPTMC). The Philadelphia Get Your History Straight and Your Nightlife GayT campaign has been recognized by two industries (travel and public relations) with "best of the year awards" for consumer marketing and public relations. GPTMC's gay tourism marketing campaign features a ground-breaking television commercial and has earned Philadelphia $10 million in publicity. Guaracino also oversees the Hispanic and Canadian public relations efforts for GPTMC. Previously, Guaracino served as director of communications for the Franklin Institute, (Philadelphia's premier science museum) and prior to that, was communications associate CBS, Inc. and public relations manager at the AIDS Coalition of Southern New Jersey. Active in the community, he serves as a marketing and public relations consultant to a number of regional organizations where he specializes in crisis communications and marketing. He serves on the board of the William Way GLBT Community Center. He is also a member of the National Lesbian and Gay Journalists Association and served on the host committee for the national convention in September 2002. Guaracino is a graduate of Rowan University and has studied at Temple University. He resides in Philadelphia, PA.
媒体推荐 If you are even thinking of navigating the ever-growing gay travel market, Guaracinos book is your must-have marketing roadmap. Gay and Lesbian Tourism is chockablock with actionable advice from the pioneers in gay travel, who will help you avoid all-too-common pitfalls and position your gay tourism campaign for success.
Ed Salvato,
Editor in Chief, The Out Traveler
Corporate Director, Travel Media at Planet Out Inc.
We applaud Jeff Guaracino and his efforts to provide companies news to the GLBT market with a guide for market success. In 2006, we were able to track well over $5 million in business from the gay and lesbian community, and we know that number is much higher if you count community members that have not yet identified themsevles through our customer loyalty programs.
Micheael Depatie & Niki Leondakis
Kimpton Hotels and Restaurants
Marketers must not forget that people want to be invited. For gay and lesbian travelers who arent sure if they are going to be welcomed for who they are, an invitation is definitely needed.
Meryl Levitz
President and CEO, Greater Philadelphia Tourism Marketing Corporation
Gay and lesbian tourism is a global business and the competition is growing rapidly for GLBT meetings, conventions, sporting competitions and leisure visitors. Investing in a smart marketing program can enhance your image in the world marketplace and give your destination an advantage.
Honourable Charles Lapointe, President and CEO, Tourisme Montr??al, Chairperson of the CTC Board of Directors
Gay and lesbian consumers comprise a powerful emerging segment that serious travel marketers cannot ignore. Central to our success in marketing to gay and lesbian travelers has been a core belief that policies of fairness and inclusion must be consistent, both inside and outside our company. Jeff Guaracinos new book underscores that effective marketers know their promise is hollow if workplace policies are not fair for LGBT employees.
Dan Garton, Executive Vice President-Marketing, American Airlines --Ed Salvato, Editor in Chief, The Out Traveler;Micheael Depatie & Niki Leondakis ,Kimpton Hotels and Restaurants;Meryl Levitz
President and CEO, Greater Philadelphia Tourism Marketing Corporation;Charles Lapointe, President and CEO, Tourisme Montreal
编辑推荐 "If you are even thinking of navigating the ever-growing gay travel market, Guaracino's book is your must-have marketing roadmap. Gay and Lesbian Tourism is chockablock with actionable advice from the pioneers in gay travel, who will help you avoid all-too-common pitfalls and position your gay tourism campaign for success."
Ed Salvato, Editor in Chief, The Out Traveler
Corporate Director, Travel Media at Planet Out Inc.
"We applaud Jeff Guaracino and his efforts to provide companies news to the GLBT market with a guide for market success. In 2006, we were able to track well over $5 million in business from the gay and lesbian community, and we know that number is much higher if you count community members that have not yet identified themsevles through our customer loyalty programs."
Michael Depatie & Niki Leondakis, Kimpton Hotels and Restaurants
"Marketers must not forget that people want to be invited. For gay and lesbian travelers who aren't sure if they are going to be welcomed for who they are, an invitation is definitely needed."
Meryl Levitz, President and CEO, Greater Philadelphia Tourism Marketing Corporation
"Gay and lesbian tourism is a global business and the competition is growing rapidly for GLBT meetings, conventions, sporting competitions and leisure visitors. Investing in a smart marketing program can enhance your image in the world marketplace and give your destination an advantage."
Honourable Charles Lapointe, President and CEO, Tourisme Montr??al, Chairperson of the CTC Board of Directors
Gay and lesbian consumers comprise a powerful emerging segment that serious travel marketers cannot ignore. Central to our success in marketing to gay and lesbian travelers has been a core belief that policies of fairness and inclusion must be consistent, both inside and outside our company. Jeff Guaracino's new book underscores that effective marketers know their promise is hollow if workplace policies are not fair for LGBT employees.
Dan Garton, Executive Vice President-Marketing, American Airlines
