This second edition of this comprehensive textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, responsible tourism marketing, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans. Written in an accessible and user-friendly style – this entire industry textbook includes case studies, drawing on the author’s experience and real-life examples.

Revised and expanded throughout, it covers:

Advances in AI, robotics and automation

Digital marketing, electronic customer relationship management (eCRM) and uses of user-generated content (UGC)

New and updated content and discussion questions for self-study and to use in class

A new chapter on responsible tourism marketing and sustainable approaches to marketing

Consumer behaviour in tourism and the effects of climate change and changes in consumer attitudes.

New trends in tourism and hospitality marketing

New in-depth real-life case studies and industry insights throughout the book

Along with key concepts and theory, definitions, key summaries, and discussion questions, accompanying online flashcards and PowerPoint slides for lecturers, this textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation.