Cabi Tourism Marketing in Western Europe (CABI Regional Tourism Series)

Tourism is characterised by diversity, enormous growth, and multidimensional impacts on several levels. In the current turbulent environment, tourism destinations need, on the one hand, to maintain and enhance their products in the tourism map, and on the other hand, to protect their resources\x27 integrity for future generations, based on sustainability premises. This is more evident for traditional destinations such as Western\-European, as many of them face the consequences of over\-growth, unsustainable development, and lack of service quality. In this respect, attention in the literature needs to be given to how destinations in the region can conceptualise and mitigate their weaknesses as well as capitalise on their competences in order to plan, develop and manage tourism products that could lead them to their sustainable competitiveness in the long\-term. The collection of cases in this book: \- Consider global trends and forces in order to understand the marketing environment of a wide number of countries (twelve) and the appreciation of the sustainable competitive development of destinations. \- Explore specific marketing strategies, in Western\-European countries\x27 destinations. \- Are authored by scholars who have done extensive research on tourism in the countries documented. The book will be of significant interest to those researching and working within the area of tourism marketing, but also of interest to students who are seeking wider reading on the topic.