Summary

Illustrated with extensive international case studies (USA, UK, Australia, Bali, Israel for example), this book brings together the current thinking, and provides a critical appraisal of the potential of advertising in leisure and tourism. Arranged in three parts, the book examines: * The role of advertising and its relationship with other aspects of tourism and leisure marketing * Techniques used in advertising to key market segments * New strategic directions in advertising - focusing on the new destination marketing strategy of branding - assessing the relationship between advertising and other increasing important areas of promotion, such as sponsorship, ambient marketing and sales promotion. Since the case studies are drawn from an international field, readers will be able to assess best practice from a variety of sources and countries.