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The Routledge Handbook of Tourism Marketing (Paperback)
Loot Price: R1,761
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The Routledge Handbook of Tourism Marketing (Paperback)
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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.
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