Handbook of Customer Engagement in Tourism Marketing

Hardback

Handbook of Customer Engagement in Tourism Marketing

9781802203936 Edward Elgar Publishing
Edited by Raouf Ahmad Rather, Scientific Independent Researcher, Jammu and Kashmir, India and Haywantee Ramkissoon, UniSA Business, University of South Australia, Australia; College of Business, Law & Social Sciences, University of Derby, UK; Johannesburg Business School, University of Johannesburg, South Africa; Centre for Research and Innovation in Tourism, Taylor's University, Malaysia
Publication Date: September 2023 ISBN: 978 1 80220 393 6 Extent: c 416 pp
Providing an overview of current research and empirical applications, this Handbook serves as an authoritative and comprehensive guide to customer engagement in the tourism industry. Addressing important challenges, contributions from a global range of scholars explore an array of strategic and tactical issues including understanding and managing customer engagement as well as the metrics for capturing, measuring and implementing engagement methods.

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Providing an overview of current research and empirical applications, this Handbook serves as an authoritative and comprehensive guide to customer engagement in the tourism industry. Addressing important challenges, contributions from a global range of scholars explore an array of strategic and tactical issues including understanding and managing customer engagement as well as the metrics for capturing, measuring and implementing engagement methods.

Covering the significance of customer engagement in broader tourism marketing practices, this book highlights the current emerging issues in the field and applications across different contexts and sectors. With practical applications of concepts through case studies pre-, during and post-COVID-19 pandemic, it develops a rich narrative around customer engagement in evolving technological environments. Chapters further forecast potential developments in the field in the wake of current issues and challenges.

This will be a crucial read for students and scholars of business management, economics and geography, particularly those focusing on marketing and tourism and hospitality management. The practical guidance offered will also make this helpful for policy makers, planners, marketers and managers in the tourism industry.
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