Tourism Marketing from 1990–2010

Two decades and a new paradigm

Authored by: Daniel R. Fesenmaier , Zheng Xiang

The Routledge Handbook of Tourism Marketing

Print publication date:  December  2013
Online publication date:  January  2014

Print ISBN: 9780415597036
eBook ISBN: 9781315858265
Adobe ISBN: 9781317936206


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Tourism marketing has gone through a substantial evolution over the past two decades as the tourism industry struggled to respond to the dramatic shocks brought about by an increasingly connected world. The goal of this chapter is to identify and describe some of the leading forces of change and their impacts on tourism marketing during this time. This chapter takes the perspective that the last two decades represent a time whereby most of the original foundations of tourism marketing were first dismantled, but then rebuilt and replaced by a new paradigm such that they are now much better equipped to meet the enduring forces of change. The discussion is organized into three sections. The first briefly discusses the global forces that have buffeted the travel and tourism industry; the second section describes three important responses from the industry, particularly through the lens of destination marketing organizations, to these challenges. The last section outlines an emergent paradigm for tourism marketing based upon our understanding of changes in response to these changes in society.

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