1st Edition

Tourism Marketing In the Age of the Consumer

By Alastair M. Morrison Copyright 2022
    784 Pages 119 Color Illustrations
    by Routledge

    784 Pages 119 Color Illustrations
    by Routledge

    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.
    • Events: This book treats events as a major tourism marketing topic and integrates events within the concept of experiential marketing.

    Written in an engaging and accessible style, Tourism Marketing: In the Age of the Consumer is richly illustrated and full of actual case studies and examples looking at a wide variety of topics such as slum tourism, the sharing economy, staycations, event bidding, coping with COVID-19, air travel emissions and many more. Four features add interest and bring greater pedagogical value – Quick Bytes, Case Studies, Industry Voices and Vignettes. This will be essential reading for all tourism marketing students.



    1. The consumer is first in tourism marketing

    2. Consumer behaviour in tourism

    3. Market and marketing research

    4. Customer relationship management

    5. Consumer use of social media


    6. Social responsibility and ethical tourism

    7. Market segmentation

    8. Positioning, image and branding

    9. Marketing plan and marketing mix


    10. Marketing communications

    11. Technology and e-marketing

    12. Tourism distribution channels


    13. Product development and innovation

    14. Events and their development and marketing

    15. Regional development, marketing and partnerships


    16. Marketing performance measurement




    Alastair M. Morrison, Ph.D., is Research Professor in Marketing, Events and Tourism at the Greenwich Business School, University of Greenwich, UK. Formerly, he was Distinguished Professor Emeritus at Purdue University, USA, specialising in the area of tourism and hospitality marketing. He has published approximately 300 academic articles and conference proceedings and is the author of six books on tourism marketing and development, including Marketing and Managing Tourism Destinations, 2nd edition (Routledge, 2019) and World Tourism Cities (Routledge, 2022). Prof. Morrison is the Co-Editor-in-Chief of the International Journal of Tourism Cities and Co-Editor of the Routledge Handbook of Tourism Cities (Routledge, 2021).

    "This is a much-needed new textbook focusing on consumers as drivers of tourism marketing. This is critical especially for the post-COVID era when tourism needs to facilitate the co-creation of transformational experiences and at the same time support the competitiveness and sustainability of destinations around the globe. Professor Morrison uses his vast international experience in crafting a truly useful and accessible book that is full of great examples and features. Readers will enjoy the engaging style of writing and the contemporary marketing edge. The consumer-oriented approach is refreshing, as is the emphasis on e-marketing. Everyone with a serious interest in tourism marketing should study this book very carefully."

    Professor Dimitrios Buhalis, Bournemouth University Business School, and Visiting Professor, Hong Kong Polytechnic University

    "This is a first of its kind when it comes to books on tourism marketing. From identifying and embracing new trends, such as social media marketing, to case studies positioned as best practice guides; Alastair Morrison has provided the industry with new ways of teaching tourism marketing. If you want to understand how to attract the modern-day tourist, this book is a must have!"

    Ciné van Zyl, Professor in Tourism, University of South Africa

    "This book is a most welcome addition to the literature on tourism marketing. An excellent resource combining theoretical background, business world examples and case studies focusing on tourist consumers. It comes at a very good time whereby fast-paced demand and technological developments challenge all tourism suppliers. This book is academically sound, while providing much needed guidance for destination and business marketers. Its comprehensive and practical approach makes it an essential resource for scholars and industry practitioners."

    Marios Sotiriadis, Professor, Ningbo University, China