Back cover
Tourism, the world's largest industry, continues to grow worldwide. With this growth comes a wealth of opportunities and challenges. In their third edition, Cook, Yale, and Marqua invite you to join them in exploring the many changes that are shaping the future of this exciting industry.
Too often, tourism texts have been dry and/or overly focused on travel agencies and transportation modes. Often they are full of facts with little theoretical or macro-issue discussion. As a result, students' enthusiasm soon wanes and their interest in a career in "tourism" diminishes. Through their extensive experiences, Cook, Yale, and Marqua have captured the diverse nature and excitement of this dynamic industry.
The third edition of Tourism: The Business of Travel retains the conversational style that made the first two editions successful. But many changes have taken place in the tourism industry. The third edition provides a through overview of the tourism industry and highlights the revolutionary impacts of technological changes on every segment of the industry.
As the title suggests, tourism is viewed through the lens of business, focusing on the management, marketing, and financial issues most important to industry members. In addition, the text begins with a comprehensive model of tourism and the book unfolds by considering each piece of the model in succession. All students should find the text enjoyable and educational no matter which part of the industry they find most interesting.
The authors designed this book so that it engages students in the learning experience. Its appealing writing style and its hundreds of current industry examples make it the perfect text for students taking their first tourism class as well as anyone who wants to know more about the inner workings of this exciting industry. Based on popular demand, a variety of readings, exercises, and cases have been added to the third edition to augment the expanded content, providing students with even more opportunities to apply their knowledge.
Special Features
· An integrated model of tourism links all pieces of this multifaceted industry together.
· Expanded discussion of the consumer behavior issues of tourism including decision-making and consumer motivations.
· Enhanced discussion of the importance of tours, tour operators and meeting planners, and incentive travelers.
· Expanded sections on human resources and personal selling.
· Special attention is given to the Internet and its impact on the tourism industry.
· An added stand-alone appendix on geography.
· An expanded exploration of economic analysis and marketing research in a stand-alone appendix.
· Ethical/critical thinking dilemmas to generate student discussion.
· FYI boxed items providing helpful travel tips and consumer information.
· Tourism-In-Action items provide students with in-depth industry examples of chapter content.
· Service Quality is accentuated with a complete chapter early in the textbook.
· Macro-issues such as social, economic and environmental impacts are highlighted.
· All new easy to integrative cases plus end-of-chapter readings and appendices give instructors added opportunities to generate student debate and interest.
A complete instructor's supplemental package including a website allows instructors to customize the course to fit their students' needs.
About the author
Roy A. Cook, D.B.A. (Mississippi State University), is Associate Dean of the School of Business Administration and Professor of Management, Fort Lewis College, Durango, Colorado. He has written a best selling textbook, Tourism: The Business of Travel, now being revised for its third edition, and two other textbooks: Human Resource Management, Meeting 21st Century Challenges and Guide to Business Etiquette. He has authored numerous articles, cases, and papers based on his extensive experience in the hospitality industry and research interests in the areas of tourism, strategy, small business management, human resource management, and communications. Dr. Cook is the Director of Colorado's Center for Tourism Research®, past editor of Annual Advances in Business Cases, and also serves on the editorial boards of Annual Advances in Business Cases, the Business Case Journal, the Journal of Business Strategies, the Journal of Teaching in Travel and Tourism, and the UNLV Gaming Research & Review Journal. He is a member of the Academy of Management, Society for Case Research (past president), and International Society of Travel and Tourism Educators. Dr. Cook teaches courses and consults in Strategic Management, Small Business Management, Tourism and Resort Management, and Human Resource Management.
Laura J. (Richardson) Yale, Ph.D., holds B.S. and M.S. degrees in Hotel, Restaurant, and Travel Administration from the University of Massachusetts at Amherst. Subsequent to experience in the restaurant, institutional food service, and entertainment industries, Dr. Yale began teaching at Northern Arizona University. While in Arizona, she was instrumental in developing and directing a regional tourism association and served on the Governor's Intrastate Tourism Committee. She received her Ph.D. in Marketing from the University of California–Irvine. Dr. Yale is retired from Fort Lewis College, after years of teaching courses and conducting research in Tourism and Resort Management and Services Marketing and Management. She now devotes herself full-time to writing and traveling.
Joseph "Jay" Marqua has degrees from the Culinary Institute of America and Fort Lewis College. He is a hospitality and services executive with 20 years experience in operations, finance, and organizational design and development of food and beverage, lodging, resort, and gaming entertainment properties. He currently serves as the managing partner for The Tourism and Hospitality Development Group. The client list for his company has included organizations such as Amtrak, Aramark, the Culinary Institute of America, GWC Gaming, The Sky Ute Lodge and Casino, and SunRay Park and Casino. Mr. Marqua remains an active consultant, speaker, and trainer for hospitality organizations.
