The development of tourism has historically been characterised by enterprising individuals. Small businesses are the backbone of the tourism and hospitality industry. However, entrepreneurship and the entrepreneurial process have long been marginal topics within tourism scholarship.
This is a critical, yet accessible, introduction to the subject. Structured into twelve chapters, this book takes an intuitive step-by-step progression through entrepreneurship in tourism: context, theoretical perspectives and definitions; the entrepreneurial process from concept to reality to growth, policy context and future directions.
Featuring learning outcomes, ‘reflective practice’ activities and a range of international case studies that encourage critical thinking and practical applications, this is essential reading for anyone studying tourism degree programmes at undergraduate and graduate level.
1 Entrepreneurship in tourism: an introduction
2 Conceptual foundations of entrepreneurship
3 Innovation
4 Initial steps: the role of the business plan
5 Marketing
6 From birth to growth
7 Entrepreneurship and employment
8 Strategy and entrepreneurship
9 Social entrepreneurship in tourism
10 Public policy and entrepreneurship in tourism
11 Contemporary issues in entrepreneurship research
12 Conclusion
Biography
Andreas Walmsley is Associate Professor (Reader) in Entrepreneurship at the University of Plymouth, UK.
'This novel text offers an insight into the emerging context of tourism entrepreneurship. The importance of effective entrepreneurial activity in a global context continues, driven by societal change and economic necessity. It is recognised that effective entrepreneurship is a cross-disciplinary process. Hence this book offers a fascinating perspective of embedded tourism entrepreneurship underpinned by insightful case histories and relevant theory. This will be a valuable resource for undergraduate and postgraduate students alike.'
Paul Jones, Swansea University, UK
'Walmsley has produced an extremely informative and engaging text that will be welcomed by those researching and teaching entrepreneurship in tourism departments in many parts of the world. His use of theoretical material "from the mainstream" and utilisation of international tourism case studies combine to create a thorough yet accessible guide to current knowledge. Moreover, in several areas his analysis extends our understanding significantly. I can, therefore, imagine this book being cited widely by researchers and gaining popularity as a standard text. This is an aspiration to which many academic authors aspire but few achieve. He is to be congratulated!'
Rhodri Thomas, Leeds Beckett University, UK
