Tourism Marketing: In the Age of the Consumer - Paperback

by Alastair M. Morrison (Author)

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.

Author Biography

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).