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Tourism marketing : in the age of the consumer

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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.

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Product Details
Routledge
0415726360 / 9780415726368
Paperback / softback
910.688
30/03/2022
United Kingdom
English
xxvi, 757 pages : illustrations (colour)
24 cm