Marketing Tourism Services: Responding to Current Challenges (Electronic book text)

The range of papers offered in the e-book attempts to capture the scope of interest and different approaches that tourism marketing research attracts. Several issues emerge: building customer experiences in tourism, e-marketing applications and effectiveness in the tourism industry, brand management in tourism, and segmenting and targeting specific groups of customers. Papers themes indicate that tourism marketing research is dealing with a wide range of topics; however, most of them focus on branding related issues such as building destination brand image and brand equity as well as the implementation of e-marketing and its effects on customers decision making process and tourism performance. Moreover, the selected papers present research conducted on various countries and regions such as Norway, Macau, Cape Town (South Africa), Greece, US and UK capturing various points of view and providing an international flavor to the e-book.