Marketing efficiency in tourism

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In the tourism industry, marketing is crucial for competitive advantage but faces significant challenges due to volatile demand influenced by seasonality, macro-economic factors, crises, and special events. Tourism marketing is also cooperative, requiring coordination among various service providers, transport companies, and tour operators. From a destination perspective, it plays a role in the integrated promotion of places and must consider international influences, as local challenges often stem from global developments. This volume provides a comprehensive understanding of future marketing challenges in tourism, offering detailed insights and solutions for effective crises management, cooperative branding, customer-centric price management, value addition through IT, enhanced marketing efficiency, and integrated place promotion. Produced by the International Association of Scientific Experts in Tourism (AIEST), it delivers rigorously validated insights for efficient marketing management in tourism. With contributions from 44 authors across 14 nations, readers will gain access to key international findings relevant to marketing in the tourism sector.