Marketing for Hospitality and Tourism, 9th edition

Published by Pearson (May 27, 2026) © 2027
  • Philip Kotler
  • John T. Bowen
  • Seyhmus Baloglu
  • Cristian Morosan

Title overview

For courses in hospitality sales and marketing.

Market leader in hospitality marketing around the world

Marketing for Hospitality and Tourism is the definitive source for hospitality and tourism marketing worldwide, written by marketing thought leader Philip Kotler and leading educators and industry experts in hospitality and tourism. The text explores a full spectrum of areas and roles in hospitality and travel, while applying theory to real-world industry situations.

The 9th Edition was thoroughly revised with extensive feedback from students and instructors as well as the expertise of a new co-author, Cristian Morosan. This edition emphasizes the major forces affecting marketing today, including uses of artificial intelligence for shaping marketing and customer service strategies.

Hallmark features of this title

The people and stories of hospitality

  • Chapter-opening cases show how hospitality and travel companies have successfully applied marketing tools and tactics.
  • Case studies at the end of the text present real-world problems for students to discuss, analyze and resolve.
  • Marketing highlights connect the chapter material to real people and real industry examples.

Engaging exercises and pedagogy

  • Experiential exercises illustrate chapter concepts, while introducing experiences students can draw on in future professions.
  • In-class group exercises at the end of chapters prompt readers to address real-world applications of chapter concepts.
  • Lively full-color photographs, drawings and tables provide engaging and helpful visual aids.

New and updated features of this title

A focus on advancing technologies

  • NEW: New co-author Cristian Morosan provides expert insight into the applications of the latest advances in technology and social media in hospitality and tourism marketing today.
  • UPDATED: Fast-changing developments in marketing communications are discussed with fresher coverage than in any other hospitality marketing text. Topics include the use of AI in creating marketing content for paid, owned, earned and shared media.

Additional cases

  • EXPANDED: New chapter-opening cases have been added throughout the text. They show how hospitality companies apply the marketing principles discussed in the chapter content.
  • NEW: New cases have been added to the collection of case studies at the end of the text.

More industry examples

  • UPDATED: Marketing highlights are all either new or updated. They provide industry examples of the marketing concepts discussed in respective chapters.
  • UPDATED: International examples throughout the text showcase multinational companies and businesses outside North America, while highlighting challenges and opportunities in global marketing.

Table of contents

PART I: DEFINING HOSPITALITY AND TOURISM MARKETING AND THE MARKETING PROCESS

  1. Creating Customer Value and Engagement Through Marketing for Hospitality and Tourism
  2. Services Marketing Concepts Applied to Marketing for Hospitality and Tourism
  3. Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE

  1. Analyzing the Marketing Environment
  2. Managing Customer Information to Gain Customer Insights
  3. Consumer Markets and Consumer Buying Behavior
  4. Organizational Buyer Behavior
  5. Customer-Driven Marketing Strategy: Creating Value for Target Customers

PART III: DESIGNING CUSTOMER VALUE-DRIVEN STRATEGY AND MIX

  1. Designing and Managing Products and Brands: Building Customer Value
  2. Internal Marketing
  3. Pricing: Understanding and Capturing Customer Value
  4. Distribution Channels Delivering Customer Value
  5. Engaging Customers and Communicating Customer Value and Advertising
  6. Promoting Products: Public Relations and Sales Promotions
  7. Professional Sales
  8. Direct, Online, Social Media, and Mobile Marketing

PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING

  1. Destination Marketing
  2. Next Year’s Marketing Plan

Author bios

About our authors

Philip Kotler is Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his PhD at M.I.T., both in economics. Dr. Kotler is the co-author of Marketing Management (Pearson), now in its 17th edition, and the most widely used marketing textbook in graduate business schools worldwide. He has authored more than 60 other successful books and has published more than 150 articles in leading academic journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.

Professor Kotler was named the first recipient of four major awards: the Distinguished Marketing Educator of the Year Award and the William L. Wilkie “Marketing for a Better World” Award, both given by the American Marketing Association; the Philip Kotler Award for Excellence in Health Care Marketing, presented by the Academy for Health Care Services Marketing; and the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. He is a charter member of the Marketing Hall of Fame, was voted the first Leader in Marketing Thought by the American Marketing Association and was named the Founder of Modem Marketing Management in the Handbook of Management Thinking.

His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; the European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing.” A recent Forbes survey ranks Professor Kotler in the top 10 of the world’s most influential business thinkers. And in a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth “most influential business writer/guru” of the twenty-first century. He is considered by many to be the “father of modern marketing.”

Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association and a trustee of the Marketing Science Institute. He has consulted with many major US and international companies in the areas of marketing strategy and planning, marketing organization and international marketing. He has traveled and lectured extensively throughout Asia, Europe and South America, advising companies and governments about global marketing practices and opportunities.

John T. Bowen is Professor Emeritus and former dean of the Conrad N. Hilton College of Hotel and Restaurant Management at the University of Houston and the Barron Hilton Distinguished Chair. He has presented marketing courses and seminars in Asia, Australia, Central America, Europe and South America. He is a consultant to both large and small hospitality corporations. Before becoming an academic, Professor Bowen held positions in restaurant management at both the unit and corporate level. He is coauthor of Restaurant Marketing for Owners and Managers.

He has received numerous awards for his teaching and research, including the UNLV Foundation Teaching Award, the Sam and Mary Boyd Distinguished Professor Award for Teaching, Founder’s Award for Lifetime Support of Hospitality Graduate Education and the Board of Regents Outstanding Faculty Member. The Graduate Education & Graduate Student Research Conference presented him with the Founder’s Award, to recognize his contribution to graduate education. The Hotel and Lodging Association of Greater Houston recognized him with their lifetime achievement award. He has been a three-time recipient of the annual award from the International Council on Hotel, Restaurant and Institutional Education (CHRIE) for superior published research in the hospitality industry, and he received the John Wiley Award for Lifetime Research Achievement from CHRIE.

He was recently cited as one of the five most influential hospitality management faculty in an article published in the Journal of Hospitality and Tourism Education. Publications he has authored or co-authored have been used as references in more than 25,000 publications. The Mayor of Houston proclaimed November 21, 2014, John Bowen Day, in recognition of Dr. Bowen’s contribution to the hospitality industry and hospitality education. Dr. Bowen’s formal education includes a BS in hotel administration from Cornell University, an MBA and MS from Corpus Christi State University and a PhD in marketing from Texas A&M University.

Seyhmus Baloglu is the Sam and Mary Boyd Endowed Professor at the Harrah College of Hospitality, University of Nevada Las Vegas (UNLV), where he has also assumed leadership roles as director of the PhD program, department chair, director of the Harrah Research Center and associate dean of research, international programs and graduate programs. He earned a BS in hotel administration from Cukurova University, an MBA from Hawaii Pacific University and a PhD in hospitality marketing from Virginia Tech. He has presented marketing courses and seminars in Asia, Australia, the Caribbean and Europe.

Before joining academia, he held management positions and had a diverse background in the industry, including restaurants, hotels, resort clubs and travel agencies. He has published extensively in leading journals, including Journal of Business Research, Cornell Hospitality Quarterly, Journal of Hospitality & Tourism Research, International Journal of Hospitality Management, Annals of Tourism Research, Journal of Travel Research, Tourism Management, Journal of Hospitality Marketing and Management, Journal of Travel & Tourism Marketing and International Journal of Contemporary Hospitality Management. He received grants, contracts and consulting projects from tourism destinations, gaming resorts, hotels, airports, nightclubs and supply-chain organizations. He has been named one of the significant contributors to the hospitality and tourism literature and has consistently been recognized among the top 2% of scholars in Sports, Leisure and Tourism, based on metrics from Stanford University and Scopus data provided by Elsevier.

His work has been cited extensively across multiple disciplines and fields. His research credentials have earned him both an international reputation and placement on the editorial boards of numerous leading journals. He has presented his work at many national and international conferences, seminars and symposia and served as keynote speaker and panel participant for numerous international conferences. Other books he has coauthored are Managing and Marketing Tourist Destinations: Strategies to Gain a Competitive Edge and Handbook of Scales in Tourism and Hospitality Research.

He is the recipient of numerous prestigious teaching, research and service awards. He has been named as the recipient of UNLV Alumni Association’s Outstanding Faculty Member of the Year and the John Wiley & Sons Lifetime Research Achievement Award from the International Council on Hotel, Restaurant and Institutional Education (ICHRIE). His other honors include annual research awards from ICHRIE, the Sam and Mary Boyd Distinguished Professor Award, the Ace Denken Research Award, the Claudine Williams Distinguished Chair and the Harrah Distinguished Chair. He is the recipient of the Barrick Distinguished Scholar, UNLV, for a record of extraordinary and distinguished research based on the quality and quantity of research publications. He received UNLV’s most prestigious research award, the Harry Reid Silver State Research Award, which honors the former US Senator and faculty members who have conducted research that is highly regarded and responsive to the community’s needs.

Cristian Morosan is an associate professor at the Conrad N. Hilton College of Hotel and Restaurant Management at the University of Houston. Prior to joining Hilton College in 2012, he taught marketing at Temple University, Kansas State University and University of St. Thomas Houston. His work has been funded by regional organizations such as the Hospitality Financial and Technology Professionals, state and local destination organizations, and universities such as University of Houston and Kansas State University. His research has resulted in more than 110 peer-reviewed publications that include book chapters, journal articles, invited articles and conference proceedings, in journals such as Tourism Management, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, Journal of Travel & Tourism Marketing, Journal of Travel Research, Journal of Hospitality & Tourism Research and Journal of Hospitality Information Technology.

He is the recipient of several prestigious academic awards, including the Teaching Excellence Award for Innovation in Instructional Technology, Stephen Rushmore/HVS Research Excellence Award, The Provost’s Certificate of Excellence in Recognition of Extraordinary Achievements, the Barbara S. Stowe Endowed Faculty Development Award and Big 12 Faculty Fellowship Award. He is a member of the Editorial Board of International Journal of Contemporary Hospitality Management, International Journal of Hospitality Information Technology and Tourism Review International and has been recognized by the International Council on Hotel, Restaurant and Institutional Education (I-CHRIE) as an outstanding reviewer in the information technology area.

He presented his work at I-CHRIE, the International Federation for Information Technologies in Travel and Tourism, the International Hospitality Information Technology Association (where he received the iHITA Best Research Paper awards in 2015 and 2018), Hospitality Financial and Technology Professionals, and Travel and Tourism Research Association. He has numerous media appearances and invited presentations at conferences, colloquia and workshops throughout Asia, Europe and North America. Dr. Cristian Morosan earned a Bachelor of Science from University Ștefan cel Mare Suceava Romania, and a Master of Science and PhD from Iowa State University.

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