Risk and Tourism Marketing in Asia
Jeff Wilks editor David Beirman editor
Format:Hardback
Publisher:Taylor & Francis Ltd
Publishing:18th Feb '26
£135.00
This title is due to be published on 18th February, and will be despatched as soon as possible.
This book looks at the destination marketing and risk management strategies of 18 Asian countries, showcasing how they deliver their unique products and services.
With its diverse cultures, stunning landscapes and historical sites, Asia draws tourists from all across the world. This book looks at the development of the countries' tourism branding and strategies over the decades. It also discusses the common challenges they face, including climate change, overtourism, natural disasters and geopolitical attention. Particular attention is given to how Asian countries have incorporated resilience and recovery strategies into their marketing plans after the COVID-19 pandemic. Written by leading tourism scholars and industry leaders, this book showcases how Asian destinations are entering a new normal – creating and marketing experiences that surprise and delight, while proactively managing the risks of a complex operating environment.
A book of vital interest to students and scholars of tourism marketing, as well as policy makers, government agencies, and tourism industry professionals.
"There is a growing integration of risk management in the marketing of destinations. This book is equally relevant to scholars and tourism professionals who want to understand the significant developments occurring in Asia and the new directions being taken by innovative Asian destination marketers. 'It’s a must read'."
Professor Bob McKercher, School of Hotel & Tourism Management, The Hong Kong Polytechnic University"Risk and Tourism Marketing in Asia is a timely and essential guide for building a resilient and meaningful tourism economy. It offers practical insights into managing uncertainty, protecting tourism assets and integrating resilience into destination marketing to ensure long-term success across Asia."
Peter Semone, Chairman, Pacific-Asia Travel Association"Asia, one of the fastest growing tourism destinations in the world is also one of the disaster risk prone regions. To ensure the sustainable growth of tourism in the region, upgrading resilience across the sector is indispensable. Risk and Tourism Marketing in Asia shows a perfect direction to all tourism stakeholders for a more resilient Asian Tourism."
Masato Takamatsu, President, Tourism Resilience Japan
ISBN: 9781032904887
Dimensions: unknown
Weight: unknown
492 pages