Future research directions in tourism marketing

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 ne...

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