ABSTRACT
This conclusion presents some closing thoughts on key concepts discussed in the preceding chapters of this book. However, there has been limited attention to the critical application to tourism of theory and practice from the specialised creative marketing fields of advertising, public relations and nation-branding. However, advocacy is of course not the role of an academic text and, as we highlighted in the Introduction above, there are inherent tensions in attempting to conceptualise 'creativity', 'tourism' and 'industries' in combination, and these present a challenge to policy-makers and also to our understanding of creative practice. The book briefly considers in the following order: Marketing is a very well-established sub-field within Tourism Management Studies and industry practice. However, the book suggests that the characteristics and consequences of tourism cyber cultures would benefit from research attention to their historical, offline antecedents as expressed for example in the figure of the flneur and analysed through psychogeographical perspectives on playful' or radical tourism.
