Tourism Marketing: In the Age of the Consumer offers a fresh and contemporary approach as an introductory textbook on tourism marketing. Six major themes along with the traditional core marketing principles are blended together:
- Age of the consumer: This book places the customer at the heart of tourism marketing and not the sector-s promotional apparatus.
- Experiences: It highlights the growing consumer interest in the enjoyment of experiences and experiential marketing.
- New media: Social media and e-marketing are given emphasis throughout. Coverage of new media is present in all chapters.
- Global marketplace: Every chapter adopts a global outlook and offers international perspectives.
- Environment and social responsibility: An emphasis is placed on the sustainability of tourism, including the concepts of ethical tourism and social responsibility.
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