This peer-reviewed publication adds value to the previous edition. Like its predecessor, it provides a strong pedagogical base for advanced post graduate students, researchers and aspiring practitioners in tourism. It presents informative, interesting and timely chapters from leading academics - hailing from diverse backgrounds around the globe.


This book features case studies from real-life businesses as well as a thorough review of the relevant academic literature focused on this field of study. It describes different tourism marketing strategies related to cultural tourism, events tourism, food tourism, religious tourism, as well as spa and wellness tourism, among other segments. At the same time, it comprises discursive contributions that elaborate about critical matters that can impact the travel and tourism industries, including: consumer behaviour, the planning, organisation and implementation of responsible tourism practices in different contexts; crisis management; the marketing environment issues that can affect the long term sustainability of destinations, like supply, demand and seasonality factors; as well as the utilisation of smart tourism technologies and digital marketing channels, among other topics.


Each chapter also contains a succinct summary that outlines its content in a condensed form, so as the readers could review and retain key information. Experiential exercises and case studies are provided to illustrate real situations that are meant to help aspiring managers in their future employment. Course conveners may use these cases as the basis of class discussions. In addition, web resources provide further information sources.