With global international tourist arrivals reaching one billion each year, and
growth only expected to increase, opportunities in the tourism industry are
endless. Yet many destinations and tourism businesses fail to achieve success.
Marketing is a major part of the problem, but it is also an integral part of the
solution. Today's traveler can virtually tour destinations at the touch of a finger,
communicate with distant islands on their way to the office and plan customized
adventures through simple online platforms. By failing to connect with and
captivate this virtual audience, many tourism enterprises are fighting an uphill
battle. A successful tourism business requires a brand that speaks to its target
markets, content that successfully generates potential clients and a level of
service that listens to customers' demands, all within ever diminishing budget
constraints. Inbound marketing—in contrast to outbound marketing—is based
on the concept of making your business easy to find and drawing customers to
your website through inspiring content. This is essential reading for Tourism
students, researchers and academics as well as those of Marketing, Business,
Events Management and Hospitality Management.
1. Introduction 2. Geography's Changing Role in Tourism Marketing 3. The
Barbados Case 4. Marketing European Tourism Products via Internet WWW
5. Current Uses an Experimental Application and Future Prospects 6. Geography
Marketing and the Selling of Places 7. Tourism Markets and Marketing in Sarawak
Malaysia 8. Marketing Strategies in Road-Side Attractions and Theme Parks
9. Auckland New Zealand as a Case Study 10. Measuring the Effectiveness of
Brochures 11. A Multi-Segmentation Approach of the Australian Nature Travel
Market 12. Determinants of Tourist Visits in Destination 13. Relationship Between
Destination Image Tourist 14. Role of Social Media Marketing in the Tourism
Industry