TOURISM MARKETING IN WESTERN EUROPE
Boukas, Nikolaos (European University Cyprus) / Stylidis, Dimitrios (Associate Professor in Tourism Marketing, University of Crete, Greece)
This book looks at contemporary marketing tools utilised by various Western-European countries. It presents case studies on how tourism marketing in this region has been handled and evolved in an era of contradictory forces such as competitiveness versus sustainability, locality versus globalisation, maturity versus new product development.