Sustainable and Collaborative TourismSustainable and Collaborative Tourism in a Digital World
Alain Decrop, Antónia Correia, Alan Fyall, Metin Kozak
ISBN: 9781911635765 HBK; 9781911635772 PBK; 9781911635789 eBook
DOI 10.23912/9781911635765-4477
With contributions from internationally regarded academic experts, Sustainable and Collaborative Tourism in a Digital World addresses two major challenges for the tourism industry. Firstly, the challenge of improving the image and the role of tourism marketing, which is often criticized as being exploitative and fuelling hedonistic consumerism. Secondly, the challenge of new and growing collaborative business models, with champions as Airbnb or Uber, that are often presented as more sustainable than traditional ones, as they empower ordinary people and promote the shared use of resources.
This volume seeks to illustrate that marketing skills and techniques can also be used for good purposes, by understanding market needs, designing more sustainable products and identifying more persuasive methods of communication to transform tourist unsustainable behaviours. The contributions in this volume present theories, methods and empirical results for enhancing more sustainable marketing.
Sustainable and Collaborative Tourism in a Digital World offers discussion and insights from some of the world experts in the area as to how tourism marketing can evolve and advance to rise-up to these new challenges and opportunities.
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