Tourism Marketing in an Era of Paradigm Shift Academic Article

abstract

• The present article synthesizes the latest discussion on the future paradigm of marketing. Three alternative marketing perspectives are discussed: relationship marketing, the network approach, and the service-dominant logic. Additionally, their relevance to the field of tourism marketing is highlighted. It is revealed that tourism marketing researchers have started to echo the new marketing thoughts, although in-depth conceptual exploration is still lacking. Finally, the implications of these new marketing conceptualizations on tourism research, practices, and teaching are discussed, and it is concluded that the present tourism marketing research could be improved by putting more emphasis on strategy research and conceptual thinking.

authors

• Petrick, James

published proceedings

• JOURNAL OF TRAVEL RESEARCH

author list (cited authors)

• Li, X. R., & Petrick, J. F.

citation count

• 141

complete list of authors

• Li, Xiang Robert||Petrick, James F

publication date

• January 2008

publisher

• SAGE Publications  Publisher

published in

• Journal of Travel Research  Journal

keywords

• Knowledge
• Network Marketing
• Paradigm
• Relationship Marketing
• Service-dominate Logic

Digital Object Identifier (DOI)

• 10.1177/0047287507303976

start page

• 235

end page

• 244

volume

• 46

issue

• 3

URL

• http%3A%2F%2Fdx.doi.org%2F10.1177%2F0047287507303976