It’s not news that the travel and tourism industry has been changing at breakneck speed, particularly over the last decade. It's news however, when a source of information comes along that enables us to “hit the refresh button” and update our knowledge on a lot of what’s happening out there. That’s the feeling I got when reading my colleague, Alastair Morrison’s new book, “Marketing and Managing Tourism Destinations”. What I like about Alastair’s work with Belle Consulting is that being based in China provides him with a unique view of global tourism. This shows in his practical perspective and many of his real world case studies.
While this is a textbook, it never gets bogged down in theory. Instead, it is an easy read that explains myriad subjects spanning all aspects of how destination marketing is planned, implemented and evaluated as well as the management and operations of DMOs. I like how he addresses and simplifies many of the disruptive elements that are having such a profound influence on the industry. He provides media reports, examples and case studies to keep the focus on practical applications. At 590 pages, it’s not an overnight read. But each chapter (and subject) is relatively short and an engrossing read. The combined effect is a solid grounding and refresher in the dynamics of destination management and marketing today.
I know of no other publication or website that provides such a comprehensive and integrated view of the subject, and in such an engaging and well written way.