This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising research as
well as international advertising practitioners.
Liping Cai, William C. Gartner, Ana Maria Munar, Liping Cai
£109.99
Book + eBook
Academic studies have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. "Tourism Branding: Communities in Action", the first volume in a new and exciting book series, considers a traditional marketing subject from
multidisciplinary perspectives. Refreshingly this book attempts to free branding research and practice in tourism fields from the shackles of marketing that are dominated by the conventional approach of product, price, place, and promotion. Considering tourism branding as a community affair, this
collection is distinguished from other publications by adopting a global and more multidisciplinary approach, and brings the subject of tourism branding outside of the conventional domains of marketing and destination. Special attention is given to the role and expectations of main tourism
stakeholders, particularly residents, business, and government in the hosting community. Built on theoretical foundations with both empirical findings and practical cases, this book brings together different perspectives and offers an intellectual and open dialogue among academics and practitioners
of the field.
Accurate and useful assessment of tourism market opportunities, network behavior, and tourism destination management performance requires solid foundations in performance evaluation theory as well as applying metrics covering both sensemaking contexts and outcomes. "Advances in Culture, Tourism and
Hospitality Research" seeks to advance knowledge and sense-making skills in interpreting cultural, organizational, and personal influences relating to tourism and hospitality behaviors. The ten papers in this volume make explicit current tourism assessment practices and look at how such assessments
are being conducted and how to go about accomplishing prescribing and applying advanced assessment metrics. With a multi-regional focus that includes Asia, Europe, and North American this volume examines a variety of topics including: using importance-performance analysis to discern cultural
differences in image perceptions with application to international visitors to Mauritius; network analysis methods for modelling tourism inter-organizational systems; and, tools for overcoming continuing bad performance in tourism destination management.