Tourism Marketing: In the Age of the Consumer

by Ulrike Gretzel, Alistair Morrison, Alastair M. Morrison

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.

• Format: Paperback
• Language: English
• ISBN: 0415726360
• ISBN13: 9780415726368
• Release Date: March 2022
• Publisher: Routledge
• Length: 758 Pages
• Weight: 3.85 lbs.
• Dimensions: 1.7" x 6.8" x 9.6"