Front Cover -- Strategic Marketing in Tourism Services -- Copyright Page -- Acknowledgements -- Contents -- About the Editors -- About the Authors -- List of Contributors -- Preface -- Introduction to Strategic Marketing in Tourism -- The Unique Features of the Tourism Industry and Tourism Services -- The Necessity of Employing Strategic Marketing in Tourism -- Applying Strategic Marketing in Tourism -- Developing a Global Strategy in Tourism -- Conclusion -- References -- Part I - Target Marketing -- 1. Target Marketing and Its Application to Tourism -- Market Segmentation -- Market Targeting -- Positioning -- Tourism Research on Target Marketing -- Conclusion -- References -- 2. The Role of Market Segmentation in Strategic Tourism Marketing -- Introduction -- The Role of Market Segmentation in Strategic Marketing -- Basic Segmentation Approaches and Criteria -- Data-Driven Market Segmentation, Step by Step -- Perceptions-Based Market Segmentation -- An Illustration in Tourism -- Conclusion -- Acknowledgement -- References -- 3. Social Interactions as Basis for Segmenting the Tourism Market -- Introduction -- Social Interactions in Tourism -- Social Interaction as Basis for Segment Formation and Change -- Using Social Network Analysis to Segment the Tourism Market -- Implications for Practitioners -- References -- Part II - Branding -- 4. Destination Branding Development: Linking Supply-Side and Demand-Side Perspectives -- Introduction -- The Concept of Destination Branding: An Overview -- A Dynamic Model of Destination Branding -- The Relationship between Destination Governance and Destination Branding -- Conditions for Successful Destination Branding -- Conclusions -- References -- 5. Place Branding: The Issue of a Narrowed Tourism Perspective -- Introduction -- Place Marketing and Branding -- Empirical Study.

How to Communicate Place Brands? -- References -- 6. Destination Imagery: Examining Online Representative Dissonance in India -- Introduction -- Review of Literature on Destination Image -- Method -- Research Findings -- Discussion -- References -- 7. Destination Brand Equity Modelling and Measurement - A Summer Tourism Case From Sweden -- Introduction -- The Customer-Based Brand Equity Model -- Brand Equity Modelling for Tourism Destinations -- A Meta-Comparison of CBBE Models in Tourism -- A Customer-Based Destination Brand Equity Model -- Method -- Conclusion -- Acknowledgements -- References -- 8. Local Stakeholders' Image of Tourism Destinations: Outlooks for Destination Branding -- Introduction -- Conceptual Framework -- Research Method -- Results and Discussions -- Conclusions -- Acknowledgements -- References -- Part III - Relationship Marketing -- 9. Implementing Relationship Marketing in Hospitality and Tourism Management -- Introduction -- The Goals of Relationship Marketing -- The Application of Relationship Marketing in Tourism -- The Future of Relationship Marketing in Hospitality and Tourism -- Conclusion -- References -- 10. Customer Value in Tourism Services: Meaning and Role for a Relationship Marketing Approach -- Introduction -- Value and Relationship Marketing -- Value in Tourism: What has Already been Done -- Why Customer Value has Far-Reaching Implications as a Key Driver for the Competitiveness of Tourism Services -- Conclusion -- Acknowledgement -- References -- 11. Identifying the Major Determinants of Loyalty in Tourism -- Introduction -- Relationship Marketing and Customer Loyalty: An Application to Tourism -- Method -- Constructs Used to Determine Tourist Loyalty -- Conclusions -- Limitations/Future Research Recommendations -- References -- 12. Familiarity and Experience in Tourist Satisfaction and Loyalty Development.

Introduction -- Satisfaction, Adjusted Expectations and Loyalty -- Familiarity, Experience and Hindsight Bias -- Empirical Study -- Conclusions -- References -- Part IV - Experiential Marketing -- 13. Introduction to Experiential Marketing -- Introduction -- Consumer (and Thus Tourist) Motivations -- Experiential Marketing -- Recent Research in Experiential Marketing in Hospitality and Tourism -- Conclusion -- References -- 14. Tourist Experience Development: Designed Attributes, Perceived Experiences and Customer Value -- Introduction -- Theoretical Background -- The Definition of Experience -- Attributes of an Experience Process -- Customer Outcomes - Customer Value of an Experience -- Discussion, Conclusion and Further Research -- References -- 15. The Service-Dominant Logic Approach to Tourism Marketing Strategy -- Introduction -- Overview of Service-Dominant Logic -- Tourism Service: From Output to Process -- Tourists as Co-Creators, Not Recipients of Value -- Relationship: From Repeat Transactions to Interactions Among Service Systems -- Experience: A Resource Integration Perspective -- Conclusion -- References -- 16. Marketing the Rural Tourism Experience -- Introduction -- The Concept and Role of Rural Tourism in Post-Modern Society -- The Rural Tourism Experience as Lived by the Tourist -- The Rural Tourism Experience as Lived and Shaped by the Community and Local Agents of Supply -- The Role of Rural Tourism Destination Resources and Contexts -- Marketing the Rural Tourism Experience -- Conclusions -- References -- 17. Destination Cross River -- Experiential Marketing of Tourism Destinations -- Conclusion -- Acknowledgements -- References -- Part V - E-Marketing -- 18. An Overview of the Main Innovations in E-Marketing -- Introduction -- Innovation in E-Marketing and Its Impact on the Tourism Industry -- Summary -- References.

19. Information and Communication Technologies in Tourism: A Comparison for Travel Agents, Hotels and Restaurants -- Introduction -- ICT and the Tourism Industry -- Research Method -- Results for Spanish Travel Agencies, Hotels and Restaurants -- Conclusions -- Acknowledgement -- References -- 20. Exploring the Potential of Travel Reviews: Implications for Strategy Formulation and Implementation -- Introduction -- Travel Reviews for Strategic Marketing -- Understanding Customer Experiences in Travel Reviews -- Delightful and Terrible Experiences -- Travel Reviews and Content Analysis: An Exploratory Study -- Travel Reviews and E-Marketing -- Conclusions -- References -- 21. Mobile Marketing in Tourism Services -- Introduction -- Mobile Tourism Marketing Framework -- Concluding Remarks -- Acknowledgement -- References -- Epilogue -- References -- Appendix -- Global Tourism Organisations -- Regional Tourism Organisations -- National Tourism Organisations -- Listservs in Tourism -- Index.