Routledge Handbook of Tourism Marketing

Häftad, Engelska, 2017

AvScott McCabe,UK) McCabe, Scott (University of Nottingham

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Tourism has often been described as being about ‘selling dreams’, tourist experiences being conceptualized as purely a marketing confection, a socially constructed need. However, the reality is that travel for leisure, business, meetings, sports or visiting loved ones has grown to be a very real sector of the global economy, requiring sophisticated business and marketing practices.The Routledge Handbook of Tourism Marketing explores and critically evaluates the current debates and controversies inherent to the theoretical, methodological and practical processes of marketing within this complex and multi-sector industry. It brings together leading specialists from range of disciplinary backgrounds and geographical regions to provide reflection and empirical research on this complex relationship. The Handbook is divided in to nine inter-related sections: Part 1 deals with shifts in the context of marketing practice and our understanding of what constitutes value for tourists; Part 2 explores macromarketing and tourism; Part 3 deals with strategic issues; Part 4 addresses recent advances in research; Part 5 focuses on developments in tourist consumer behaviour; Part 6 looks at micromarketing; Part 7 moves on to destination marketing and branding issues; Part 8 looks at the influence of technological change on tourism marketing; and Part 9 explores future directions.This timely book offers the reader a comprehensive synthesis of this sub-discipline, conveying the latest thinking and research. It will provide an invaluable resource for all those with an interest in tourism and marketing, encouraging dialogue across disciplinary boundaries and areas of study. This is essential reading for Tourism students, researchers and academics as well as those of Marketing, Business, Events Management and Hospitality Management.

Produktinformation

Utgivningsdatum2017-05-18
Mått174 x 246 x 40 mm
Vikt453 g
FormatHäftad
SpråkEngelska
Antal sidor578
FörlagTaylor & Francis Ltd
ISBN9781138071438

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"The scope and coverage of contemporary marketing issues with different perspectives makes the Handbook very unique in that it crosses not only disciplinary boundaries with critical and latest thinking but also links theory to the practical process of marketing applications and strategies. It is an excellent addition to the scholarly tourism marketing literature. It is a must have book for anyone who is involved in tourism and destination marketing" - Muzaffer Uysal, Professor of Hospitality and Tourism, Virginia Polytechnic Institute and State University“This is an excellent text which offers a challenging and well-structured collection of practical and critical perspectives. Scott McCabe has orchestrated a comprehensive array of contributions by renowned experts to produce what is sure to become the core text for students of tourism marketing."- John Tribe, Professor of Tourism, University of Surrey, UK "The Routledge Handbook of Tourism Marketing represents a considerable effort by leading researchers in the field to present a comprehensive overview of the subject. Tourism marketing covers a broad range of activities, and this book neatly organises chapters into themes, progressing from macro issues of the tourism environment to micro issues of tourists’ individual decision making. A strength of the book is the breadth of knowledge of the contributing authors and their authoritative writing style which makes this a truly comprehensive Handbook of tourism marketing. As well as providing historical perspectives, the Handbook is right up to date with coverage of social media." - Adrian Palmer, Professor of Marketing, Swansea University"...the intended audience will indeed benefit from adopting this text but the publishers and readership would be well advised to recognise the value of the material beyond the immediate academic tribes identified. This text has the capacity to make a contribution also to our understanding of the wider services field, itself a further reason for investing in it." – Philippa Hunter-Jones, University of Liverpool Management School