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 scope and coverage of contemporary marketing issues with different perspectives makes the Handbook very unique in that it crosses not only disciplinary boundaries with critical and latest thinking but also links theory to the practical process of marketing applications and strategies. It is an excellent addition to the scholarly tourism marketing literature. It is a must have book for anyone who is involved in tourism and destination marketing" - Muzaffer Uysal, Professor of Hospitality and Tourism, Virginia Polytechnic Institute and State University
“This is an excellent text which offers a challenging and well-structured collection of practical and critical perspectives. Scott McCabe has orchestrated a comprehensive array of contributions by renowned experts to produce what is sure to become the core text for students of tourism marketing."- John Tribe, Professor of Tourism, University of Surrey, UK
"The Routledge Handbook of Tourism Marketing represents a considerable effort by leading researchers in the field to present a comprehensive overview of the subject. Tourism marketing covers a broad range of activities, and this book neatly organises chapters into themes, progressing from macro issues of the tourism environment to micro issues of tourists’ individual decision making. A strength of the book is the breadth of knowledge of the contributing authors and their authoritative writing style which makes this a truly comprehensive Handbook of tourism marketing. As well as providing historical perspectives, the Handbook is right up to date with coverage of social media." - Adrian Palmer, Professor of Marketing, Swansea University
"…the intended audience will indeed benefit from adopting this text but the publishers and readership would be well advised to recognise the value of the material beyond the immediate academic tribes identified. This text has the capacity to make a contribution also to our understanding of the wider services field, itself a further reason for investing in it." – Philippa Hunter-Jones, University of Liverpool Management School
1. Introduction Scott McCabe Part 1: Tourism Marketing: Paradigms And Perspectives 2. Linking Service-dominant Logic to Destination Marketing Xiang (Robert) Li 3. A Framework for Dramatizing Interactions for Enhanced Tourist Experience Value Nina K Prebensen Part 2: Macromarketing And Tourism 4. Sustainability and Marketing for Responsible Tourism Jackie Clarke, Rebecca Hawkins and Victoria Waligo 5. The Application of Social Marketing to Tourism Gareth Shaw, Stewart Barr and Julie Wooler 6. Tourism and Public Relations: A Complex Relationship? Jacqui L’Etang and Jairo Lugo 7. Discourse and Power in Tourism Communications Rob Caruana 8. The Semiotics of Tourism Marketing Richard Tresidder Part 3: Strategic Issues in Tourism 9. Towards an Experiential Approach in Tourism Studies Wided Batat and Isabelle Frochot 10. Experience, Co-Creation and Technology: Issues, Challenges and Trends for Technology Enhanced Tourism Experiences Barbara Neuhofer and Dimitrios Buhalis 11. Brand Experience in Tourism in the Internet Age Anthony Foley, John Fahy and Anne-Marie Ivers 12.Collaboration Marketing Alan Fyall 13. Customer Satisfaction in Tourism: The Search for the Holy Grail Clare Foster Part 4: Advances In Tourism Marketing Research 14. Advanced Analytical Methods in Tourism Marketing Research: Usage Patterns and Recommendations Josef Mazenec, Amata Ring, Brigitte Stangl, and Karin Teichmann 15. Market Segmentation Approaches in Tourism Sara Dolnicar 16. Determining What Works, What Doesn’t and Why: Evaluating Tourism Marketing Campaigns Stephen Pratt 17. Archetype Enactments in Travellers’ Stories about Places: Theory and Advances in Positivistic and Qualitative Methods Arch Woodside, Karlan Muniz and Suresh Sood 18. Destination confusion: a photo elicitation study on brand confusion in tourism destinations Pisuda Sangsue Part 5: Tourist Consumer Behaviour 19. Theorizing Tourist Behaviour Alain Decrop 20. Fragmenting Tourism: Niche tourists Michael O’Regan 21. Searching the Travel Network Zheng Xiang, Yeongbae Choe and Daniel R. Fesenmaier 22. Dynamics of Tourists Decision Making: From Theory to Practice Antónia Correia, Metin Kozak and Manuel Tão 23. Tourist Destination Choice: A Review and Critical Evaluation of Preference Estimation Methods in Tourism Marketing Research Chunxiao Li Part 6: Micro-Marketing Issues In Tourism 24.Service Design – Co-Creating Meaningful Experiences with Customers Marc Stickdorn 25. Contextualising the Past, Conceptualizing the Future: Tourism Distribution and the Impact of ICTs Andrew J Spencer and Dimitrios Buhalis 26. Pricing as a Strategic Marketing Tool Anita Fernandez Young 27. Revenue Management in Tourism Una McMahon-Beattie and Ian Yeoman 28. Staying Close to the Self-Service Traveler: Managing Customer Relationships in the Era of Self-Service Technologies Rosemary Stockdale 29. Marketing communications in tourism: a review and assessment of research priorities Scott McCabe and Clare Foster Part 7: Destination Marketing And Branding 30. Key Issues in Destination Brand Management Nigel Morgan and Annette Pritchard 31. Consumer Co-creation Capacity of Destination Marketing Organisations Iis Tussyadiah and Florian Zach 32. 'Living the brand’: The Evangelical Experiences of Seasonal Snowsport Workers Shelagh Ferguson and Amy Bourke 33. Determinants and Outcomes of Tourists’ Emotional Responses: Towards an Integrative Model for Destination Brands Sameer Hosany and Girish Prayag 34. Post-Disaster Recovery Marketing for Tourist Destinations Gabby Walters and Judith Mair Part 8: Social And Digital Marketing Issues In Tourism 35. Challenges of Tourism Marketing in the Digital, Global Economy Simon Hudson 36. Premises and Promises of Social Media Marketing in Tourism Ulrike Gretzel and Kyung-Hyan Yoo 37. Foundations of Search Engine Marketing for Tourist Destinations Zheng Xiang, Bing Pan and Daniel R. Fesenmaier 38.Virtual Communities: Online Blogs as a Marketing Tool Carmela Bosangit 39. Tourism Marketing Goes Mobile: Smartphones and the Consequences for Tourist Experience Scott McCabe, Clare Foster, Chunxiao Li and Bhanu Nanda Part 9: Reflections 40. Tourism Marketing from 1990 - 2010: Two Decades and a New Paradigm Daniel R. Fesenmaier and Zheng Xiang 41. Futurecasting the Tourism Marketplace Luiz Moutinho, Ronnie Ballantyne and Shirley Rate.