ABSTRACT

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.

part Part I|222 pages

The consumer

chapter 1|46 pages

The consumer is first in tourism marketing

chapter 2|46 pages

Consumer behaviour in tourism

chapter 3|44 pages

Market and marketing research

chapter 4|40 pages

Customer relationship management

chapter 5|44 pages

Consumer use of social media

part Part II|192 pages

The strategy

chapter 6|50 pages

Social responsibility and ethical tourism

chapter 7|48 pages

Market segmentation

chapter 8|46 pages

Positioning, image and branding

chapter 9|46 pages

Marketing plan and marketing mix

part Part III|132 pages

The implementation

chapter 10|46 pages

Marketing communications

chapter 11|42 pages

Technology and e-marketing

chapter 12|42 pages

Tourism distribution channels

part Part IV|140 pages

The tourism product

chapter 13|44 pages

Product development and innovation

chapter 14|46 pages

Events and their development and marketing

part Part V|47 pages

The evaluation of tourism marketing

chapter 16|45 pages

Marketing performance measurement