Tourism has often been described as being about ¿selling dreams¿, tourist experiences being conceptualized as purely a marketing confection, a socially constructed need. However, the reality is that travel for leisure, business, meetings, sports or visiting loved ones has grown to be a very real sector of the global economy, requiring sophisticated business and marketing practices.

The Routledge Handbook of Tourism Marketing explores and critically evaluates the current debates and controversies inherent to the theoretical, methodological and practical processes of marketing within this complex and multi-sector industry. It brings together leading specialists from range of disciplinary backgrounds and geographical regions to provide reflection and empirical research on this complex relationship. The Handbook is divided in to nine inter-related sections: Part 1 deals with shifts in the context of marketing practice and our understanding of what constitutes value for tourists; Part 2 explores macromarketing and tourism; Part 3 deals with strategic issues; Part 4 addresses recent advances in research; Part 5 focuses on developments in tourist consumer behaviour; Part 6 looks at micromarketing; Part 7 moves on to destination marketing and branding issues; Part 8 looks at the influence of technological change on tourism marketing; and Part 9 explores future directions.

This timely book offers the reader a comprehensive synthesis of this sub-discipline, conveying the latest thinking and research. It will provide an invaluable resource for all those with an interest in tourism and marketing, encouraging dialogue across disciplinary boundaries and areas of study.

This is essential reading for Tourism students, researchers and academics as well as those of Marketing, Business, Events Management and Hospitality Management.

1. Introduction Scott McCabe  Part 1: Tourism Marketing: Paradigms And Perspectives  2. Linking Service-dominant Logic to Destination Marketing Xiang (Robert) Li  3. A Framework for Dramatizing Interactions for Enhanced Tourist Experience Value Nina K Prebensen  Part 2: Macromarketing And Tourism  4. Sustainability and Marketing for Responsible Tourism Jackie Clarke, Rebecca Hawkins and Victoria Waligo  5. The Application of Social Marketing to Tourism Gareth Shaw, Stewart Barr and Julie Wooler  6. Tourism and Public Relations: A Complex Relationship? Jacqui L¿Etang and Jairo Lugo  7. Discourse and Power in Tourism Communications Rob Caruana  8. The Semiotics of Tourism Marketing Richard Tresidder  Part 3: Strategic Issues in Tourism  9. Towards an Experiential Approach in Tourism Studies Wided Batat and Isabelle Frochot  10. Experience, Co-Creation and Technology: Issues, Challenges and Trends for Technology Enhanced Tourism Experiences Barbara Neuhofer and Dimitrios Buhalis  11. Brand Experience in Tourism in the Internet Age Anthony Foley, John Fahy and Anne-Marie Ivers  12.Collaboration Marketing Alan Fyall  13. Customer Satisfaction in Tourism: The Search for the Holy Grail Clare Foster  Part 4: Advances In Tourism Marketing Research  14. Advanced Analytical Methods in Tourism Marketing Research: Usage Patterns and Recommendations Josef Mazenec, Amata Ring, Brigitte Stangl, and Karin Teichmann  15. Market Segmentation Approaches in Tourism Sara Dolnicar  16. Determining What Works, What Doesn¿t and Why: Evaluating Tourism Marketing Campaigns Stephen Pratt  17. Archetype Enactments in Travellers¿ Stories about Places: Theory and Advances in Positivistic and Qualitative Methods Arch Woodside, Karlan Muniz and Suresh Sood  18. Destination confusion: a photo elicitation study on brand confusion in tourism destinations Pisuda Sangsue  Part 5: Tourist Consumer Behaviour  19. Theorizing Tourist Behaviour Alain Decrop  20. Fragmenting Tourism: Niche tourists Michael O¿Regan  21. Searching the Travel Network Zheng Xiang, Yeongbae Choe and Daniel R. Fesenmaier 22. Dynamics of Tourists Decision Making: From Theory to Practice Ant¿nia Correia, Metin Kozak and Manuel T¿/EM>  23. Tourist Destination Choice: A Review and Critical Evaluation of Preference Estimation Methods in Tourism Marketing Research Chunxiao Li  Part 6: Micro-Marketing Issues In Tourism  24.Service Design ¿ Co-Creating Meaningful Experiences with Customers Marc Stickdorn  25. Contextualising the Past, Conceptualizing the Future: Tourism Distribution and the Impact of ICTs  Andrew J Spencer and Dimitrios Buhalis  26. Pricing as a Strategic Marketing Tool Anita Fernandez Young  27. Revenue Management in Tourism Una McMahon-Beattie and Ian Yeoman  28. Staying Close to the Self-Service Traveler: Managing Customer Relationships in the Era of Self-Service Technologies Rosemary Stockdale  29. Marketing communications in tourism: a review and assessment of research priorities Scott McCabe and Clare Foster  Part 7: Destination Marketing And Branding  30. Key Issues in Destination Brand Management Nigel Morgan and Annette Pritchard  31. Consumer Co-creation Capacity of Destination Marketing Organisations Iis Tussyadiah and Florian Zach 32. 'Living the brand¿: The Evangelical Experiences of Seasonal Snowsport Workers Shelagh Ferguson and Amy Bourke  33. Determinants and Outcomes of Tourists¿ Emotional Responses: Towards an Integrative Model for Destination Brands Sameer Hosany and Girish Prayag  34. Post-Disaster Recovery Marketing for Tourist Destinations  Gabby Walters and Judith Mair  Part 8: Social And Digital Marketing Issues In Tourism  35. Challenges of Tourism Marketing in the Digital, Global Economy Simon Hudson  36. Premises and Promises of Social Media Marketing in Tourism  Ulrike Gretzel and Kyung-Hyan Yoo 37. Foundations of Search Engine Marketing for Tourist Destinations  Zheng Xiang, Bing Pan and Daniel R. Fesenmaier  38.Virtual Communities: Online Blogs as a Marketing Tool Carmela Bosangit 39. Tourism Marketing Goes Mobile: Smartphones and the Consequences for Tourist Experience Scott McCabe, Clare Foster, Chunxiao Li and Bhanu Nanda  Part 9: Reflections  40. Tourism Marketing from 1990 - 2010: Two Decades and a New Paradigm Daniel R. Fesenmaier and Zheng Xiang  41. Futurecasting the Tourism Marketplace Luiz Moutinho, Ronnie Ballantyne and Shirley Rate.

"The scope and coverage of contemporary marketing issues with different perspectives makes the Handbook very unique in that it crosses not only disciplinary boundaries with critical and latest thinking but also links theory to the practical process of marketing   applications and strategies.  It is an excellent addition to the scholarly tourism marketing literature.  It is a must have book for anyone who is involved in tourism and destination marketing" - Muzaffer Uysal, Professor of Hospitality and Tourism, Virginia Polytechnic Institute and State University