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This 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. 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. International case studies are integrated throughout to show practical realities of tourism marketing. This innovative, accessible yet academically rigorous introduction to contemporary tourism marketing is essential reading for all Tourism students.
List 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
About the author
Alastair M. Morrison, Ph.D., is Research Professor in Marketing, Events and Tourism at the Greenwich Business School, University of Greenwich, UK. Formerly, he was Distinguished Professor Emeritus at Purdue University, USA, specialising in the area of tourism and hospitality marketing. He has published approximately 300 academic articles and conference proceedings and is the author of six books on tourism marketing and development, including Marketing and Managing Tourism Destinations, 2nd edition (Routledge, 2019) and World Tourism Cities (Routledge, 2022). Prof. Morrison is the Co-Editor-in-Chief of the International Journal of Tourism Cities and Co-Editor of the Routledge Handbook of Tourism Cities (Routledge, 2021).
Summary
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.
