Strategic Marketing in Tourism Services
Twenty-one conceptual and empirical contributions from marketing experts based in Europe, North America, and Australia provide a variety of viewpoints and strategies pertaining to tourism marketing. Coverage encompasses branding development, and target, relationship, experiential, and e-marketing, marketing. More specifically, topics addressed include destination imagery (online representative dissonance in India), identifying major determinants of loyalty in tourism, marketing the rural tourism experience, information and communication technologies, and the potential of travel reviews, among other topics. Appended is an extensive list of web resources. The editors are affiliated as follows: Rodoula H. Tsiotsou (U. of Macedonia, Greece) and Ronald E. Goldsmith (Florida State U.). The volume is distributed in North America by Turpin Distribution. --Book News Inc. Portland, OR