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Tourism Marketing: in the Age of the Consumer is a comprehensive and integrated textbook that uniquely considers tourism marketing from the customer perspective in the era of e-marketing and ethical tourism to reflect the way Tourism Marketing has evolved. It introduce students to the distinctive aspects of tourism marketing by concentrating on how tourism marketing is planned, implemented, and evaluated based upon a thorough understanding of contemporary tourist consumer behaviour. It further highlights the opportunities and challenges that future practitioners face in an increasingly competitive global tourism marketplace.


The book reflects current practices by integrating, social media and e-marketing throughout, emphasising the sustainability of tourism including concepts such as ethical tourism and green marketing, highlighting experience as a major driver for purchasing and raises events to the level of a major tourism marketing topic and integrates this with the concept of experiential marketing.


International case studies are integrated throughout to show practical realities of tourism marketing and theory in practice. The text is written in an accessible style and includes a plethora of features that engage and aid understanding. A suite of online resources accompany the text which offer students and lecturers additional resources for class discussion or self - study including: Video Case Studies, test banks, sample marketing plans, instructors guide, PPT's & web links


This innovative, accessible yet academically rigorous introduction to contemporary tourism marketing is essential reading for all Tourism students.

Tourism Marketing: In the Age of the Consumer

1. Overview of Tourism Marketing Part 1: The Consumer Chapter 2. Consumer Behaviour in Tourism 3. Market and Marketing Research 4. Customer Relationship Management 5. Customer Use of Social Media 6. Social Responsibility and Ethical Tourism Part 2: The Strategy Chapter 7. Market Segmentation 8. Positioning and Branding 9. Marketing Plan and Marketing Mix Part 3: The Implementation Chapter 10. Marketing Communications 11. Technology and e-Marketing 12. Tourism Distribution Channels Part 4: The Product Chapter 13. Product Development and Innovation 14. Event Development and Marketing 15. Regional Development Part 5: The Measurement Chapter 16. Marketing Performance Measurement