Tourism is characterized by diversity, enormous growth, and
multidimensional impacts on several levels. In the current turbulent
environment, tourism destinations need, on the one hand, to maintain and
enhance their products in the tourism map, and, on the other hand, to
protect their resources' integrity for future generations, based on
sustainability premises. This is more evident for traditional
destinations in Western Europe, as many of them face the consequences of
over-growth, unsustainable development, and lack of service quality. In
this respect, attention in the literature needs to be given to how
destinations in the region can conceptualize and mitigate their
weaknesses as well as capitalize on their competences in order to plan,
develop and manage tourism products that could lead them to sustainable
competitiveness in the long-term. The collection of cases in this
book:
- Considers global trends and forces in order to understand the
marketing environment of a wide number of countries and the
appreciation of the sustainable competitive development of
destinations.
- Explores specific marketing strategies in Western-European countries'
destinations.
- Is authored by scholars who have performed extensive research on
tourism in the countries documented.
The book is of significant interest to those researching and working
within the area of tourism marketing, but also of interest to students
who are seeking wider reading on the topic.
