ABSTRACT
The theme of this book is that tourist destinations as place products have to be sold like any other product to potential customers, the holidaymakers. For the destination, success in selling its place product is vital to the commercial future of its tourism businesses, especially the many, often small, indigenous ones, and is also important to the buoyancy and development of the local economy, the more so if the area's ‘exports’ are concentrated in the tourism sector. The many tourist destinations are in competition with each other and ‘brand loyalty’ to any particular resort is low. Therefore, tourism place products do have to be sold!
