内容説明
The combined forces of growing competition, changing patterns of consumption, environmental factors and slowing economic growth mean that the next decade will provide a challenging environment for tourism marketing. Marketing Innovations for Sustainable Destinations is a collection of groundbreaking and stimulating chapters that explore innovative marketing operations, interactions and experiences, illustrating how each contributes to the sustainable development of destinations. Divided into three parts, Marketing Innovations for Sustainable Destinations discusses: *Consumer decision making and tourist experience: including advertising and word-of-mouth marketing, touristic consumption, the role of emotions in consumer decision making, tourist decision strategies in a multi-level perspective, and the concept of travel horizon; * Destination image, positioning and branding: including issues in nation branding, issues for urban destinations, sports tourism and motorsports, tourism brand personality and issues in co-branding; * Destination stakeholders and networks: including the role of brands in dialectical relationships, and networking for market diversification. In this edited collection of reflective, challenging and provocative papers derived from the 3rd Advances in Tourism Marketing Conference (ATMC 2009), leading international tourism and marketing academic researchers, policy makers and practitioners critically discuss vital contemporary themes relating to innovative marketing operations, interactions and experiences and the means by which each contributes to the sustainable development of destinations. This book is essential reading for all those involved in tourism marketing research and the tourism industry.
著者について
Editors: Dr Alan Fyall, Deputy Dean Research & Enterprise in the School of Services Management, Bournemouth University, United Kingdom; Metin Kozak, Professor of Marketing in the School of Tourism and Hospitality Management, Mugla University, Mugla, Turkey; Luisa Andreu, Associate Professor of Marketing, University of Valencia, Spain; Juergen Gnoth, Senior Lecturer at the University of Otago, New Zealand; Sonja Sibila Lebe, Head of the Tourism Department at the Faculty of Economics and Business, University of Maribor, Slovenia.
