- 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.
Trade Review
"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
Table of Contents
PART I: THE CONSUMER. 1. The consumer is first in tourism marketing. 2. Consumer behaviour in tourism. 3. Market and marketing research. 4. Customer relationship management. 5. Consumer use of social media. PART II: THE STRATEGY. 6. Social responsibility and ethical tourism. 7. Market segmentation. 8. Positioning, image and branding. 9. Marketing plan and marketing mix. PART III: THE IMPLEMENTATION. 10. Marketing communications. 11. Technology and e-marketing. 12. Tourism distribution channels. PART IV: THE TOURISM PRODUCT. 13. Product development and innovation. 14. Events and their development and marketing. 15. Regional development, marketing and partnerships. Part V: THE EVALUATION OF TOURISM MARKETING. 16. Marketing performance measurement
