Tourism Marketing: In the Age of the Consumer offers a fresh and contemporary approach as an introductory textbook on tourism marketing. Six major themes along with the traditional core marketing principles are blended together:
Age of the consumer: This book places the customer at the heart of tourism marketing and not the sector’s promotional apparatus.
Experiences: It highlights the growing consumer interest in the enjoyment of experiences and experiential marketing.
New media: Social media and e-marketing are given emphasis throughout. Coverage of new media is present in all chapters.
Global marketplace: Every chapter adopts a global outlook and offers international perspectives.
Environment and social responsibility: An emphasis is placed on the sustainability of tourism, including the concepts of ethical tourism and social responsibility.
Events: This book treats events as a major tourism marketing topic and integrates events within the concept of experiential marketing.
Written in an engaging and accessible style, Tourism Marketing: In the Age of the Consumer is richly illustrated and full of actual case studies and examples looking at a wide variety of topics such as slum tourism, the sharing economy, staycations, event bidding, coping with COVID-19, air travel emissions and many more. Four features add interest and bring greater pedagogical value – Quick Bytes, Case Studies, Industry Voices and Vignettes. This will be essential reading for all tourism marketing students.
- 2022 Alastair M. Morrison
- Book Quality:
- Taylor and Francis
- Date of Addition:
- Business and Finance, Nonfiction, Travel,
- Usage Restrictions:
- This is a copyrighted book.
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