Marketing in Travel and Tourism aims to guide and support readers through the complexities of tourism marketing in the 21st Century. It sets out clear explanations of marketing principles and concepts adapted from mainstream services marketing, and goes on to illustrate the range of applications...

The accelerated globalisation of world markets in the last 30 years has increased the importance of internationalisation models for both academics and practitioners. The internationalisation process of SMEs is one of the newest developments in this area, with major implication for the strategic...