Routledge Marketing for Tourism and Hospitality: Collaboration, Technology and Experiences

Product Description The marketing landscape has changed dramatically in recent years, especially for tourism and hospitality practitioners. Marketing for these industries is now a multi-dimensional, collaborative venture driven by technological change and the growing demand for authentic co-created experiences. Marketing for Tourism and Hospitality provides students with a contemporary, accessible and useful resource as they prepare to encounter the complexities and challenges of tourism and hospitality marketing globally. A clear articulation of the changing landscape, a comprehensive introduction to the three underpinning themes of collaboration, technology and experiences, and a plentiful supply of international case material provide students with an enjoyable and digestible resource that is both academically rigorous and practice-oriented, helping them prepare for day-to-day problems in the dynamic world of marketing. This contemporary, challenging and highly applied text is an indispensable resource for all students of tourism and hospitality degree programmes. About the Author Alan Fyall is Orange County Endowed Professor of Tourism Marketing and Graduate Programs’ Director at the Rosen College of Hospitality Management, University of Central Florida, USA. Patrick Legohérel is Professor at the School of Hotel and Tourism Management (ESTHUA), University of Angers, France, where he teaches tourist behaviour, marketing strategy, pricing and revenue management in hospitality and tourism, international marketing. Isabelle Frochot is a senior lecturer at the University of Savoie, France, where she teaches tourist behaviour, experiential tourism, branding and international tourism. Youcheng Wang is William C. Peeper Preeminent Professor in Destination Marketing and Dean of the Rosen College of Hospitality Management, University of Central Florida, USA.