This book examines medical tourism as an emerging component of the tourist industry and a distinct and controversial element of health provision. The book consists of 10 chapters. The first chapter discusses the reasons why medical tourism has emerged. The second chapter examines a vast range of...

This chapter examines the management of cruise-line brands. Specifically, the chapter shows that the management of these brands can be a complex task. Managing cruise-line brands involves more than simply crafting well-defined brand images. What really matter are customers' experiences, which are...

This chapter reviews the progress made towards more sustainable ways of marketing destinations. First, it summarizes the appropriate use and utility gained from promoting destination images. Second, it explores the trendy marketing activity of 'branding' and distinguishes between 'the brand' and...

This chapter focuses on the worldwide expansion of theme parks since the 1950s to the present, especially regarding the intensification of their growth dynamics in Europe and Asia during the end of the 1980s and the early 1990s, just when in the USA the development of the industry saturated the...

Focusing on tourism markets, production situations, company structures and local distinctiveness in the global market for tourism, this chapter examines whether there is a need for action in the area of tourism policy, and if so who should be taking such action given that tourism is global...