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Tourism Marketing
In the Age of the Consumer
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"This is a much-needed new textbook focusing on consumers as drivers of tourism marketing. This is critical especially for the post-COVID era when tourism needs to facilitate the co-creation of transformational experiences and at the same time support the competitiveness and sustainability of destinations around the globe. Professor Morrison uses his vast international experience in crafting a truly useful and accessible book that is full of great examples and features. Readers will enjoy the engaging style of writing and the contemporary marketing edge. The consumer-oriented approach is refreshing, as is the emphasis on e-marketing. Everyone with a serious interest in tourism marketing should study this book very carefully".
Professor Dimitrios Buhalis, Bournemouth University Business School and Visiting Professor Hong Kong Polytechnic University
"This is a first of its kind when it comes to books on tourism marketing. From identifying and embracing new trends, such as social media marketing, to case studies positioned as best practice guides; Alastair Morrison has provided the industry with new ways of teaching tourism marketing. If you want to understand how to attract the modern-day tourist, this book is a must have!"
Ciné van Zyl, Professor in Tourism, University of South Africa.
"This book is a most welcome addition to the literature on tourism marketing. An excellent resource combining theoretical background, business world examples and case studies focusing on tourist consumers. It comes at a very good time whereby fast-paced demand and technological developments challenge all tourism suppliers. This book is academically sound, while providing much needed guidance for destination and business marketers. Its comprehensive and practical approach makes it an essential resource for scholars and industry practitioners."
Marios Sotiriadis, Professor, Ningbo University, China
»
Tourism Marketing: in the Age of the Consumer is a comprehensive and integrated textbook that uniquely considers tourism marketing from the customer perspective in the era of e-marketing and ethical tourism to reflect the way Tourism Marketing has evolved. Les mer
Tourism Marketing: in the Age of the Consumer is a comprehensive and integrated textbook that uniquely considers tourism marketing from the customer perspective in the era of e-marketing and ethical tourism to reflect the way Tourism Marketing has evolved. It introduce students to the distinctive aspects of tourism marketing by concentrating on how tourism marketing is planned, implemented, and evaluated based upon a thorough understanding of contemporary tourist consumer behaviour. It further highlights the opportunities and challenges that future practitioners face in an increasingly competitive global tourism marketplace.
The book reflects current practices by integrating, social media and e-marketing throughout, emphasising the sustainability of tourism including concepts such as ethical tourism and green marketing, highlighting experience as a major driver for purchasing and raises events to the level of a major tourism marketing topic and integrates this with the concept of experiential marketing.
International case studies are integrated throughout to show practical realities of tourism marketing and theory in practice. The text is written in an accessible style and includes a plethora of features that engage and aid understanding. A suite of online resources accompany the text which offer students and lecturers additional resources for class discussion or self - study including: Video Case Studies, test banks, sample marketing plans, instructors guide, PPT's & web links
This innovative, accessible yet academically rigorous introduction to contemporary tourism marketing is essential reading for all Tourism students.
The book reflects current practices by integrating, social media and e-marketing throughout, emphasising the sustainability of tourism including concepts such as ethical tourism and green marketing, highlighting experience as a major driver for purchasing and raises events to the level of a major tourism marketing topic and integrates this with the concept of experiential marketing.
International case studies are integrated throughout to show practical realities of tourism marketing and theory in practice. The text is written in an accessible style and includes a plethora of features that engage and aid understanding. A suite of online resources accompany the text which offer students and lecturers additional resources for class discussion or self - study including: Video Case Studies, test banks, sample marketing plans, instructors guide, PPT's & web links
This innovative, accessible yet academically rigorous introduction to contemporary tourism marketing is essential reading for all Tourism students.
Detaljer
- Forlag
- Routledge
- Innbinding
- Paperback
- Språk
- Engelsk
- Sider
- 758
- ISBN
- 9780415726368
- Utgivelsesår
- 2022
- Format
- 25 x 17 cm
Anmeldelser
«
"This is a much-needed new textbook focusing on consumers as drivers of tourism marketing. This is critical especially for the post-COVID era when tourism needs to facilitate the co-creation of transformational experiences and at the same time support the competitiveness and sustainability of destinations around the globe. Professor Morrison uses his vast international experience in crafting a truly useful and accessible book that is full of great examples and features. Readers will enjoy the engaging style of writing and the contemporary marketing edge. The consumer-oriented approach is refreshing, as is the emphasis on e-marketing. Everyone with a serious interest in tourism marketing should study this book very carefully".
Professor Dimitrios Buhalis, Bournemouth University Business School and Visiting Professor Hong Kong Polytechnic University
"This is a first of its kind when it comes to books on tourism marketing. From identifying and embracing new trends, such as social media marketing, to case studies positioned as best practice guides; Alastair Morrison has provided the industry with new ways of teaching tourism marketing. If you want to understand how to attract the modern-day tourist, this book is a must have!"
Ciné van Zyl, Professor in Tourism, University of South Africa.
"This book is a most welcome addition to the literature on tourism marketing. An excellent resource combining theoretical background, business world examples and case studies focusing on tourist consumers. It comes at a very good time whereby fast-paced demand and technological developments challenge all tourism suppliers. This book is academically sound, while providing much needed guidance for destination and business marketers. Its comprehensive and practical approach makes it an essential resource for scholars and industry practitioners."
Marios Sotiriadis, Professor, Ningbo University, China
»
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