Tourism Marketing: On Both Sides of the Counter is the fourth successful publication by the team that runs the bi-annual Advances in Tourism Marketing Conference, following its foundation by Prof. Metin Kozak. The current volume contains a selection of the best papers presented at the conference in Maribor, Slovenia, in September 2011. As that year's conference title indicates, it comprises research important for tourism management, by focusing on tourist behaviour with relevance to managerial strategies and operational practices, as well as on business operations, vision and goals, and their impact on tourist experiences. Contributions are clearly arranged into five parts covering topical consumption issues: image, satisfaction, and social and environmental research results. The last two sections cover timely and managerially relevant contributions on tourism ITC, innovation and competitiveness research. The contributions reflect the vibrancy of ATMC and the high calibre of researchers the conference attracts. The book offers itself as a reader for researchers and students of tourism as well as a compelling update on topical research issues in tourism marketing.
About the Author: Metin Kozak is Professor of Marketing in the School of Tourism and Hospitality Management, Dokuz Eylul University, Turkey. He is co-editor of "Anatolia" and also acts as an editorial board member of more than 20 journals including "Annals of Tourism Research and Journal of Travel Research." He has received both national and international research awards to mark his achievements. His main research interests focus on consumer behaviour, benchmarking, and competitiveness. Luisa Andreu is Associate Professor of Marketing at the University of Valencia, Spain. She holds both BA and PhD degrees in Economics and Business Administration from the University of Valencia, and an MSc in Tourism Management and Marketing from Bournemouth University, UK. Her research interests include the analysis of consumer behaviour, tourism marketing, corporate social responsibility, and online marketing. Juergen Gnoth is affiliated with the University of Otago, New Zealand. He is a leading member of the Tourism Research and Place Branding Group and an international and cross-cultural researcher. The main focus of his research is on the constructs of experiences, networks, intentions, expectations, image and satisfaction, and also on understanding and measuring the influence of emotions on consumption behaviour. Sonja Sibila Lebe heads the Department of Tourism at the University of Maribor, Slovenia, and the scientific board at the Multidisciplinary Research Institute Maribor. Her fields of research are cultural tourism, gastronomy tourism, eco-tourism, rural tourism, tourism marketing, and sustainable tourism development (social responsibility and ethics in tourism). Alan Fyall is Professor at the Rosen College of Hospitality Management, University of Central Florida, USA. He is co-editor of Elsevier's Journal of Destination Marketing and Management and Goodfellow's Contemporary Cases Online, and sits on the editorial boards of a number of leading tourism and hospitality journals including Annals of Tourism Research and Anatolia. His research interests are mainly related with various aspects of tourism marketing.