ABSTRACT
This chapter brings the book to a close with a summary of the contemporary drivers for change in the wider environment that are shaping the future of tourism and hospitality marketing. In turn, the chapter offers a vision for the future direction of marketing and its impact on the future of tourism and hospitality marketing before concluding with a brief summary of the skill set necessary for those wishing to succeed in the future as marketing moves from an experiential domain to one driven by big data, predictive analytics, and artificial intelligence.
