Tourism Marketing: In the Age of the Consumer (Hardback)

"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