The book has been written for a truly international audience, as reflected by
the global dynamics and reach of tourism and hospitality, with first- and
second-year undergraduate markets ideally suited to the content and style of
the book. The three underpinning themes are integrated throughout the
entire text with tourism and hospitality insights used throughout to amplify
real-life marketing situations, challenges and solutions.
The speed with which the wider environment and markets are changing
pose particular challenges to faculty teaching such programs with the
pressures of modern-day academia frequently conspiring against the
delivery of quality lectures, seminars, and workshops. Pressure to publish,
generate income, and entertain “Millennial” students necessitates the need
for quality, up-to-date, and relevant textbooks that challenge traditional
approaches and provide contemporary and applied solutions to real-life
marketing problems. The collective teaching and publishing experience of
the authors, the structure and organization of ideas, and the provision of
numerous examples and associated online resources available for this text
are such that we feel confident that this book will be an indispensable
resource for future teaching needs.