Tourism Marketing: In the Age of the Consumer

di Alastair M. Morrison (Autore)

Taylor & Francis Ltd, 2022

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.

• Autore: Alastair M. Morrison
• Editore: Taylor & Francis Ltd
• Anno: 2022
• Rilegatura: Paperback / softback
• Pagine: 758 p.
• Dimensioni: 246 x 174 mm
• Peso: 1730 gr.
• EAN: 9780415726368

Testo in English