New challenges for tourism promotion: tackling high competition and multimedia changes

摘要

The book is a collection of the articles of a number of participants at the 61st Conference of the International Association of Scientific Experts in Tourism (AIEST) held 28 August to 1 September 2011 in Barcelona, Spain. Based on the title of the book, the reader would have expected that the book comprehensively covered all components of the promotional mix, i.e. personal selling, sales promotion, advertising, direct marketing and publicity. Failing that, then the specific components of the promotional mix of interest ought to have been clearly stated.