This book looks at contemporary marketing tools utilised by various Western-European countries. It presents case studies on how tourism marketing in this region has been handled and evolved in an era of contradictory forces such as competitiveness versus sustainability, locality versus globalisation, maturity versus new product development.

Series edited by: Konstantinos Andriotis, Dimitrios Stylidis
Contributions by: Jordi Arcos-Pumarola, Jesús Barreal Pernas, Thomas Bausch, Bernardo Borges, Francesco Calza, Jacey Choe, Marta Conill-Tetuà, Elisabeth Cooper, Rui Augusto Costa, Mengyun Hu, Elitza Iordanova, Gil Jannes, Eleonora Pantano, Carina Ren, Michele Simoni, Annarita Sorrentino, Nikolaos Stylos, Mariapina Trunfio, Ilma Aulia Zaim