Tourism Marketing: In the Age of the Consumer

Tourism Marketing: In the Age of the Consumer is an introductory textbook that emphasizes the customer, experiences, new media, global marketplace, environment, and social responsibility, with real-world case studies and examples. It is engaging and accessible, with four features that add interest and pedagogical value.

Format: Paperback / softback
Length: 424 pages
Publication date: 01 January 2021
Publisher: Taylor & Francis Ltd

In the ever-evolving landscape of tourism marketing, "Tourism Marketing: In the Age of the Consumer" emerges as a groundbreaking introductory textbook that offers a fresh and contemporary approach. This comprehensive guide seamlessly blends six major themes with the traditional core marketing principles, placing the customer at the center of the tourism marketing discourse.

The book delves into the growing consumer interest in seeking enjoyable experiences and the emerging field of experiential marketing. It emphasizes the significance of new media, such as social media and e-marketing, in reaching and engaging with potential tourists. Each chapter adopts a global outlook, providing international perspectives and insights.

Furthermore, "Tourism Marketing: In the Age of the Consumer" emphasizes the importance of environmental and social responsibility in the tourism industry. It explores concepts such as ethical tourism and social responsibility, highlighting the need for sustainable practices and ethical decision-making.

Events are recognized as a vital component of tourism marketing, and the book integrates them within the broader making of experiential marketing. It treats events as powerful tools for attracting and retaining tourists, offering practical strategies and case studies for successful event management.

Written in an engaging and accessible style, the book is richly illustrated with actual case studies and examples covering a wide range of tourism-related topics, including slum tourism, the sharing economy, staycations, event bidding, coping with COVID-19, air travel emissions, and many more.

To enhance pedagogical value, "Tourism Marketing: In the Age of the Consumer" includes four features that add interest and depth to the learning experience. Quick Bytes provide concise summaries of key concepts, Case Studies present real-world examples and scenarios, Industry Voices offer insights from industry experts, and Vignettes offer personal anecdotes and perspectives.

This textbook is an essential resource for all students pursuing a career in tourism marketing. It provides a comprehensive and up-to-date understanding of the industry, equipping students with the skills and knowledge needed to thrive in the dynamic and ever-changing world of tourism marketing. Whether you are an aspiring marketer, tourism professional, or simply interested in the world of travel and tourism, this book offers valuable insights and perspectives that will enhance your understanding and appreciation of the industry.

Dimension: 246 x 189 (mm)
ISBN-13: 9780415726368