Tourism services all over the world currently face rapid changes due to market globalization, intensified competition and the dynamic evolution of new technologies. Moreover, it is expected that tourism will be one of the industries that will be most affected by the current recession. The long-term success of tourism services in such a fierce competitive and financially difficult environment depends not only on being able to satisfy customers' needs and desires, but to strategically respond to current global challenges. Therefore, strategic marketing becomes a necessary practice in contemporary tourism services firms. "Strategic Marketing in Tourism Services" focuses on marketing strategies implemented in tourism services firms and includes a collection of papers related to specific marketing strategies. The book presents the application of specific marketing strategies such as experiential marketing, branding, target marketing, relationship marketing and e-marketing in tourism. Furthermore, it presents the strategic responses of each tourism subsector - hospitality, air transport, tour operation, travel agencies and the tourism destinations - from various countries around the world.

Discuss and learn about the ethical choices faced in academic research in the social sciences This book provides a basis for class discussion about the responsible conduct of social science research. These 16 brief research ethics cases describe situations in which ethical dilemmas arise and present students with the opportunity to think through the different implications for researchers. The cases emphasize different types of ethical dilemmas involving faculty, students, participants, and stakeholders. Included are the original cases, complete with learning objectives, teaching notes, and questions for discussion. "...the cases presented are exceptionally well thought-out and presented at an appropriate level for graduate students." -T. Gregory Barrett, University of Arkansas "This book fills a gap in the literature...The broad range of topics covers many issues of concern to all social scientists." - Sue Ann Taylor, American University