Customer Insight in Tourism

Customer Insight in Tourism: Segments, Profiles and Personas offers important insight into the phenomenon of new travellers and contemporary tools and techniques that help better recognize tourists and their changing needs. Based on cutting edge research, it explores contemporary customer trends and segmentation in tourism such as digitalization, authenticity in a virtual context and ecological awareness as well as offer practical strategies of how tourism marketers and managers can build more satisfying experiences adapted to the modern recipient of tourism services. This is essential reading for students, researchers and academics of Tourism as well as those of Hospitality, Marketing, International Business and Consumer Behaviour.