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Future research directions in tourism marketing

Ratten, Vanessa and Tsiotsou, Rodoula 2010, Future research directions in tourism marketing, Marketing intelligence & planning, vol. 28, no. 4, pp. 533-544.

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Title Future research directions in tourism marketing
Author(s) Ratten, Vanessa
Tsiotsou, Rodoula
Journal name Marketing intelligence & planning
Volume number 28
Issue number 4
Start page 533
End page 544
Publisher Emerald Group Publishing
Place of publication Bradford, England
Publication date 2010
ISSN 0263-4503
1758-8049
Keyword(s) tourism
marketing
tourism development
strategic marketing
Summary Purpose – The purpose of this paper is to formulate and discuss future research avenues for the marketing of tourism services.

Design/methodology/approach – The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on tourism marketing.

Findings – The paper finds that there are a number of research avenues for tourism marketing researchers and marketing practitioners to conduct investigations on but the most important areas are consumer behavior, branding, e-marketing and strategic marketing.

Practical implications – The paper is relevant to tourism firms and destination management organizations in the development of marketing activities/capabilities to increase their customer base. In addition, as this paper takes a global perspective it is also helpful to compare different international research directions.

Social implications – Changing demographics and the aging of the global population mean different marketing approaches will be needed to market tourism services to older consumers and also consumers from developing countries such as China and India.

Originality/value – This paper is a key resource for marketing practitioners wanting to focus on future growth areas and also marketing academics interested in tourism marketing that want to stay at the forefront of their research area of expertise.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2010, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30035020

Document type: Journal Article
Collections: Deakin Graduate School of Business
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