Interest in tourism with a social imperative is gaining momentum not only amongst policy makers, but also researchers and the academy. This thought-provoking and timely Handbook considers the impact and challenges that social tourism has on people's lives. Integrating case studies from around the world, chapters showcase the latest research on social tourism and its potential role in tackling the challenges posed by modern, mass tourism development that can lead to sustainable alternatives and social equity in participation. Contributors explore tourism activities that are directed towards positive social and personal outcomes for people who would not be able to access leisure or holiday travel without such interventions and illustrate the social imperative of tourism as a force for good. The Handbook of Social Tourism enables academics and students from various disciplines, as well as practitioners in the tourism sector, to obtain a more holistic understanding of this phenomenon and offers an enlightening and stimulating read. Contributors include: C. Billen, N. Carr, J.D. Cisneros-Martinez, V. Cops, A. Diekmann, V. Eichhorn, A.E. Estrada-Gonzalez, C. Eusebio, A. Fernandez-Morales, J. Finniear, E. Herengodts, E. Hermans, P. Hunter Jones, L. Jolin, K.I. Kakoudakis, M. Kay Smith, R. Komppula, T. Kosar, J. Lima, S. McCabe, L. Minnaert, N. Morgan, B. Prideaux, S. Pyke, J. Pyke, G. Qiao, Y. Ram, A.C. Reyes Uribe, H. Schanzel, E. Schenkel, G. Shaw, L. Sie, E. Vento, M. Vilele de Almeida, M. Vincent, J. Wooton

Interest in tourism with a social imperative is gaining momentum not only amongst policy makers, but also researchers and the academy. This thought-provoking and timely Handbook considers the impact and challenges that social tourism has on people's lives. Integrating case studies from around the world, chapters showcase the latest research on social tourism and its potential role in tackling the challenges posed by modern, mass tourism development that can lead to sustainable alternatives and social equity in participation. Contributors explore tourism activities that are directed towards positive social and personal outcomes for people who would not be able to access leisure or holiday travel without such interventions and illustrate the social imperative of tourism as a force for good. The Handbook of Social Tourism enables academics and students from various disciplines, as well as practitioners in the tourism sector, to obtain a more holistic understanding of this phenomenon and offers an enlightening and stimulating read. Contributors include: C. Billen, N. Carr, J.D. Cisneros-Martinez, V. Cops, A. Diekmann, V. Eichhorn, A.E. Estrada-Gonzalez, C. Eusebio, A. Fernandez-Morales, J. Finniear, E. Herengodts, E. Hermans, P. Hunter Jones, L. Jolin, K.I. Kakoudakis, M. Kay Smith, R. Komppula, T. Kosar, J. Lima, S. McCabe, L. Minnaert, N. Morgan, B. Prideaux, S. Pyke, J. Pyke, G. Qiao, Y. Ram, A.C. Reyes Uribe, H. Schanzel, E. Schenkel, G. Shaw, L. Sie, E. Vento, M. Vilele de Almeida, M. Vincent, J. Wooton

Social tourism is at a pivotal point. Over the past decade, there has been increased interest and research into social tourism issues, and as a result there is now much greater evidence on the important role that social tourism can play in providing significant benefits for the people supported through social tourism schemes. However, despite these advances and awareness of the benefits of tourism participation in most countries, there is still much confusion and ambiguity about the definition, role, and purpose of social tourism. This comprehensive volume reflects recent shifts in social tourism research by focusing on target groups and the benefits or constraints of these groups in holiday participation. The authors explore the diversity of issues, theories and social contexts that are relevant to social tourism research, offering a range of quantitative and qualitative methods and experimental designs as well as various policy and practice contexts to address policy issues. They also highlight opportunities for greater intensity of research on the importance of policy in advancing social tourism and to stress the fundamental role that social tourism can play in achieving strategic policy goals towards enhancing wellbeing, citizenship, and quality of life in the future. This book was originally published as a special issue of the Journal of Policy Research in Tourism, Leisure and Events.

Social tourism is at a pivotal point. Over the past decade, there has been increased interest and research into social tourism issues, and as a result there is now much greater evidence on the important role that social tourism can play in providing significant benefits for the people supported through social tourism schemes. However, despite these advances and awareness of the benefits of tourism participation in most countries, there is still much confusion and ambiguity about the definition, role, and purpose of social tourism. This comprehensive volume reflects recent shifts in social tourism research by focusing on target groups and the benefits or constraints of these groups in holiday participation. The authors explore the diversity of issues, theories and social contexts that are relevant to social tourism research, offering a range of quantitative and qualitative methods and experimental designs as well as various policy and practice contexts to address policy issues. They also highlight opportunities for greater intensity of research on the importance of policy in advancing social tourism and to stress the fundamental role that social tourism can play in achieving strategic policy goals towards enhancing wellbeing, citizenship, and quality of life in the future. This book was originally published as a special issue of the Journal of Policy Research in Tourism, Leisure and Events.

Tourism marketing has typically been seen as exploitative and fuelling hedonistic consumerism. Sustainability marketing can, however, use marketing skills and techniques to good purpose, by understanding market needs, designing more sustainable products and identifying more persuasive methods of communication to bring behavioural change. This book summarises the latest research on the theories, methods and results of marketing that seeks to make tourist destinations better places to live in, and better places to visit. It shares evidence on the motivations, mechanisms and barriers that businesses encounter, and on successes in changing consumer behaviour and pursuing sustainability goals. Particular attention is given to the methodologies of sustainable tourism marketing, to the subject's breadth and complexity, and to its many innovations. Further research is called for to fully understand what contextual aspects influence these pro-sustainability interventions to achieve which outcomes in other settings, in order to validate some of the exploratory studies discussed, and establish the feasibility of scaling up pilot studies for more general use. This book was originally published as a special issue of the Journal of Sustainable Tourism.

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.

The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies. How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company's competitive edge. Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Using contemporary case studies such as South African Tourism, Travelocity and Virgin Trains, it explains and critiques the practice and theory in relation to this industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context. This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area.

The rapid diffusion of technology in tourism and hospitality, coupled with the fragmenting and consolidating nature of tourism and hospitality sector, has demanded an increased emphasis on marketing communication strategies: how they can meet the changing and challenging demands of modern consumers, and ultimately maintain a company's competitive edge.
Marketing Communications for Tourism and Hospitality: concepts, strategies and cases is the first text to discuss this vital discipline specifically for the tourism and hospitality industry. Using specific contemporary case studies, such as lastminute.com, Starwood and Easyjet, it explains and critiques the practice and theory with relation to this industry. It provides readers with a critical theoretical overview of the role that communication places in the delivery and representation of hospitality and tourism services, and provides a practical guide to techniques and skills needed to develop, understand, interpret and implement communications strategies within a management context.
The complex and dynamic situation being faced by many hospitality and tourism organisations means that there is a greater need to focus in on communication techniques in order succeed and maintain profitability. For example, the rise in independent booking amongst the developed marketplaces for tourism and hospitality means that organisations must reach out directly to their target audiences. Similarly consumers experienced behaviour and attitude in respect of their awareness of marketing strategies and selling techniques, means that hospitality and tourism businesses must radically re-think the messages they employ and the values they communicate toa knowing audience.
Marketing Communications for Tourism and Hospitality provides:
* a systematic and cohesive text on marketing communications in the hospitality and tourism field which could form the basis of a complete module on communications strategies;
* an overview of the underlying theories of communication to allow students and managers to develop their skills in communications to contribute to the effective marketing of the organisation;
* detailed and extensive international case studies of strategies to support the teaching and learning function of the text and provide illustrative and worked through examples.
* Packed with detailed and extensive international case studies of strategies which illustrate the theories and clearly show examples of good and bad practice, such as lastminute.com, Starwood and Easyjet
* Provides a clear overview of the underlying theories of communication to allow students and managers to develop their skills in communications and contribute to the effective marketing of their organisation
* Essential reading for hospitality management and tourism students, and an invaluable resource for marketing practitioners in this growth area

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.

Tourism marketing has typically been seen as exploitative and fuelling hedonistic consumerism. Sustainability marketing can, however, use marketing skills and techniques to good purpose, by understanding market needs, designing more sustainable products and identifying more persuasive methods of communication to bring behavioural change. This book summarises the latest research on the theories, methods and results of marketing that seeks to make tourist destinations better places to live in, and better places to visit. It shares evidence on the motivations, mechanisms and barriers that businesses encounter, and on successes in changing consumer behaviour and pursuing sustainability goals. Particular attention is given to the methodologies of sustainable tourism marketing, to the subject's breadth and complexity, and to its many innovations. Further research is called for to fully understand what contextual aspects influence these pro-sustainability interventions to achieve which outcomes in other settings, in order to validate some of the exploratory studies discussed, and establish the feasibility of scaling up pilot studies for more general use. This book was originally published as a special issue of the Journal of Sustainable Tourism.

This book, the first on social tourism in English, provides a comprehensive analysis of the various systems and practices in support of disadvantaged people's enjoyment of tourism. Combining theory and practice and a truly European perspective, this book provides an interdisciplinary approach to examine the concepts and contexts underpinning social tourism that will be a key reference point for students, practitioners and researchers. Theoretical perspectives on social tourism are assessed in the context of social inequality, sustainability, family diversity, mobility and the welfare society. The case studies cover public initiatives, charities and voluntary organisations, from a range of different countries including the UK, Ireland, Belgium, Denmark and Poland, covering the diversity of systems and practices in Europe.