Strategic Marketing in Hospitality and Tourism: Building a ‘SMART’ Online Agenda


Series: Hospitality, Tourism and Marketing Studies
BISAC: BUS081000

This book is a grand probe into the dynamic and evolving nature of strategic marketing in the hospitality and tourism industry. Strategic dimensions of marketing are presented and Internet is treated as an important part of the strategic marketing iceberg to promote a hybrid marketing stance by incorporating traditional marketing techniques. Multiple components of marketing are identified to formulate a strategic online marketing model that is resilient and holds potential to adapt as contemporary environments change. This book is unique in that it proposes a broader treatment of online marketing initiatives by integrating its various dimensions and treating social media both as a cash cow and as a crucial investment tool within an integrated tourism system environment.

Special insights are offered on sustainability perspectives/initiatives, contemporary social media marketing strategies, and growth of mobile systems. The distinct characteristics of this piece of scholarly work lie in its: 1) update of the most recent progress made in the field of strategic marketing with special emphasis on online marketing strategies, 2) presentation of a strategic online marketing model that embraces a holistic tourism systems approach, 3) offering global insights into the manner strategic online marketing perspectives are pursued by different tourism sectors, and 4) developing a smart marketing paradigm that integrates different tourism sectors to promote value chain offerings in a sustainable manner. Particularly, this book makes a unique contribution to existing literature by furthering the strategic online marketing model to embrace a smart systems perspective. (Imprint: Nova)

Table of Contents

Table of Contents



Chapter 1 – Tourism Marketing in the Contemporary Era (pp. 1-38)

Chapter 2 – The Power of Word of Mouth Communications (pp. 39-64)

Chapter 3 – Social Media Theories (pp. 65-80)

Chapter 4 – Strategic Online Marketing Model (pp. 81-98)

Chapter 5 – Online Marketing in Hospitality and Related Services (pp. 99-124)

Chapter 6 – Online Marketing in the Transportation Industry (pp. 125-140)

Chapter 7 – Online Marketing by Travel Intermediaries (pp. 141-158)

Chapter 8 – Online Marketing in Nature-based Tourism – A Parks Perspective (pp. 159-174)

Chapter 9 – Online Marketing by Heritage Attractions (pp. 175-194)

Chapter 10 – Online Marketing Initiatives by Destination Marketing Organizations (pp. 195-218)

Chapter 11 – Conclusion: Strategizing Online Marketing (pp. 219-240)

Chapter 12 – Going Forward: A Smart Marketing Agenda (pp. 241-248)


This book is written for both academicians and practitioners. Senior undergraduate and graduate courses will benefit from this book. It caters to multidisciplinary audience. Institutions focusing on business management, MBA, sustainability, social sciences, technology, communications etc. will benefit from the book content.
The tourism industry such as the hotels and resorts, museums, restaurants, transportation, travel agents, tour operators, and event organizers will benefit. Also, this book is of relevance to the destination marketing organizations such as state tourism offices and convention and visitor bureaus in the USA and national and regional tourism organizations across the globe.

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