ABSTRACT
Tourism has often been described as being about ‘selling dreams’, tourist experiences being conceptualized as purely a marketing confection, a socially constructed need. However, the reality is that travel for leisure, business, meetings, sports or visiting loved ones has grown to be a very real sector of the global economy, requiring sophisticated business and marketing practices.
The Routledge Handbook of Tourism Marketing explores and critically evaluates the current debates and controversies inherent to the theoretical, methodological and practical processes of marketing within this complex and multi-sector industry. It brings together leading specialists from range of disciplinary backgrounds and geographical regions to provide reflection and empirical research on this complex relationship. The Handbook is divided in to nine inter-related sections: Part 1 deals with shifts in the context of marketing practice and our understanding of what constitutes value for tourists; Part 2 explores macromarketing and tourism; Part 3 deals with strategic issues; Part 4 addresses recent advances in research; Part 5 focuses on developments in tourist consumer behaviour; Part 6 looks at micromarketing; Part 7 moves on to destination marketing and branding issues; Part 8 looks at the influence of technological change on tourism marketing; and Part 9 explores future directions.
This timely book offers the reader a comprehensive synthesis of this sub-discipline, conveying the latest thinking and research. It will provide an invaluable resource for all those with an interest in tourism and marketing, encouraging dialogue across disciplinary boundaries and areas of study.
This is essential reading for Tourism students, researchers and academics as well as those of Marketing, Business, Events Management and Hospitality Management.
TABLE OF CONTENTS
part |25 pages
Tourism marketing theory
part |67 pages
Macromarketing and tourism
part |71 pages
Strategic issues in tourism
chapter |16 pages
Experience, co-creation and technology
part |70 pages
Advances in tourism marketing research
chapter |16 pages
Advanced analytical methods in tourism marketing research
chapter |12 pages
Determining what works, what doesn't and why
chapter |18 pages
Archetype enactments in travellers' stories about places
chapter |10 pages
Destination confusion
part |78 pages
Tourist consumer behaviour
chapter |14 pages
Tourist destination choice
part |82 pages
Micro-marketing issues in tourism
chapter |14 pages
Contextualizing the past, conceptualizing the future
chapter |15 pages
Staying close to the self-service traveller
part |64 pages
Destination marketing and branding issues
chapter |14 pages
Determinants and outcomes of tourists' emotional responses
part |74 pages
Social and digital media marketing issues in tourism
chapter |13 pages
Tourism marketing goes mobile
part |23 pages
Reflections