This is a new and expanded edition of a text that brings a great deal,of practitioner experience blended with academic research on a hot topic in tourism and marketing research. The author has a wealth of experience in this area and it is synthesised in an exemplary manner for students and industry. This is a must read both as ... Read morea textbook and as a supplementary reading for undergraduates and postgraduates globally. - Professor Stephen J Page, Deputy Dean (Research and Professional Practice), Faculty of Management, Bournemouth University, UK A real-life, hands-on, insightful and engaging read from an author who has all the necessary qualities to be truly authoritative in the field of destination marketing. His extensive academic and destination experience are reflected in each chapter with an eye for critical insight and practical implementation commendable, making it an essential read for undergraduate students around the world. - Professor Alan Fyall, Editor, Journal of Destination Marketing & Management Show Less