Tourism Marketing: In the Age of the Consumer

Approach - This book takes a contemporary consumer and experience approach throughout that better reflects the way tourism marketing has evolved, is practiced and taught. It is written from a tourism industry perspective rather than an adapted marketing approach (Kotler).

Currency: Reflects the way Tourism marketing has evolved by integrating, Social media and e-marketing throughout, emphasising the sustainability of tourism including concepts such as ethical tourism and green marketing and raising events to the level of a major tourism marketing topic and integrates this with the concept of experiential marketing which is not present in other books.

Focuses on Tourism Marketing -Some books aim to cover every component of marketing for the tourism and hospitality industries, with a bias towards Hospitality (Kotler & Morrison). They therefore fail to cover Tourism Marketing in sufficient detail for ‘Tourism Marketing’ core modules unlike this book.

Length - Tourism Marketing is commonly taught in 1 semester and this book matches core content on these courses in 15 chapters. Competition is too long for these courses.

International approach - taking a global view in terms of content, case studies and examples.
Online Resources - Offering students and lecturers better & appropriate online resources including: Video Case Studies, test banks, sample marketing plans, instructors guide, PPT’s & web links