Tourism Marketing

In the Age of the Consumer

Alastair M. Morrison

• Éditeur: Routledge
• Année: 2022
• ISBN:
  9781317929659
• Édition: 1
• Sujet: Business
• Sous-sujet: Marketing

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.