Overview

Providing an overview of current research and empirical applications, this Handbook serves as an authoritative and comprehensive guide to customer engagement in the tourism industry. Addressing important challenges, contributions from a global range of scholars explore an array of strategic and tactical issues including understanding and managing customer engagement as well as the metrics for capturing, measuring and implementing engagement methods. Covering the significance of customer engagement in broader tourism marketing practices, this book highlights the current emerging issues in the field and applications across different contexts and sectors. With practical applications of concepts through case studies pre-, during and post-COVID-19 pandemic, it develops a rich narrative around customer engagement in evolving technological environments. Chapters further forecast potential developments in the field in the wake of current issues and challenges. This will be a crucial read for students and scholars of business management, economics and geography, particularly those focusing on marketing and tourism and hospitality management. The practical guidance offered will also make this helpful for policy makers, planners, marketers and managers in the tourism industry.

Full Product Details

9781802203936

Table of Contents

Reviews

'This is a must read source for researchers, teachers and practitioners in the field of customer engagement. It includes strong chapters on important topics related to customer engagement co-authored by leading scholars globally.' -- Fevzi Okumus, University of Central Florida, US 'This edited book written by prominent scholars from 18 countries, offers significant contributions to advance knowledge and provides recommendations for practitioners. Including chapters addressing the theoretical underpinnings, conceptualization and measurement of customer engagement, it highlights both positive and negative customer engagement and behavior, and investigates antecedents and consequences of CE, making this book a rich resource for researchers, postgraduate students, academics and practitioners. It is a must-have and must-read book.' -- S. Mostafa Rasoolimanesh, Taylor's University, Malaysia 'In the Handbook of Customer Engagement in Tourism Marketing, scholars from around the globe collaborate to explore a range of innovative/emerging themes on customer engagement (CE). Cutting-edge research issues relating to tourism and marketing practice, theory development, metrics/firm performance, and conceptual relationships, the set of collated chapters would be helpful not merely to academics who study CE, but also to tourism/marketing practitioners and policy makers wishing to better leverage and understand CE. This title is highly recommended.' -- Dimitrios Buhalis, Bournemouth University, UK

'In the Handbook of Customer Engagement in Tourism Marketing, scholars from around the globe collaborate to explore a range of innovative/emerging themes on customer engagement (CE). Cutting-edge research issues relating to tourism and marketing practice, theory development, metrics/firm performance, and conceptual relationships, the set of collated papers would be helpful not merely to academics who study CE, but also to tourism/marketing practitioners and policymakers wishing to better leverage and understand CE. This title is highly recommended.' -- Dimitrios Buhalis, Bournemouth University, UK

Author Information

Edited by Raouf Ahmad Rather, Scientific Researcher, Jammu and Kashmir, India and Haywantee Ramkissoon, Fellow of the Peer Review College, British Academy of Management, UK; Professor, UniSA Business, University of South Australia and Visiting Professor, School of Tourism and Hospitality, College of Business and Economics, University of Johannesburg, South Africa and Centre for Research and Innovation in Tourism (CRiT), Taylor’s University, Malaysia

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