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Books > Business & Economics > Industry & industrial studies > Service industries > Tourism industry
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Experiential Consumption and Marketing in Tourism within a Cross-Cultural Context (Hardcover)
Loot Price: R2,330
Discovery Miles 23 300
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Experiential Consumption and Marketing in Tourism within a Cross-Cultural Context (Hardcover)
Series: Advances in Tourism Marketing
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Culture is the entangling web of symbols, sounds, rituals, rites
and practices by which we become persons and by which we can grow.
Culture is often the reason for travel, and both bargain and
barrier in its consumption. Underpinned by globalization, tourism
is both enabling and threatening culture and its practices, as
business commodifies authentic differences. This book includes
contributions that analyze and critique initiations to culture, and
reports on the facilitation, celebration and sharing of culture
through tourism and how each is manifested in tourism marketing
theory, policy and practice. It contains case examples of the
opportunities, best practices, aims, pitfalls and mistakes of those
tourism businesses which have culture as their core experience as
well as cases of where different tourists are engaged in exploring
and learning about other cultures. In addition, the book contains
chapters on the below themes of interest where culture has
contributed strongly to their outcomes: the roles of tourists,
locals and communities, events, business practices in facilitating
and sharing culture, relationship marketing, experiential
marketing, cross-border marketing, product differentiation and
market segmentation, shopping experiences, storytelling and visual
narrative analysis. Part of the Advances in Tourism Marketing
series - a series of cutting-edge research-informed edited books
that introduce the reader to a range of contemporary marketing
phenomena in the domain of travel and tourism.
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