This chapter examines new audiences for gardens and particularly the greater sophistication in market segmentation since 2013. The changing demographics of garden audiences, 7 years on, is examined and particularly the growing numbers of, and interest in, the so-called "Millennials". Increasingly...

This chapter evaluates the characteristics of the adventure tourism customer, differentiating each into market segments and looking at motivations. It also explores the growth of lifestyle sports and the influence of the internet in propagating lifestyles and new types of adventure activities....

This chapter provides a comprehensive introduction to both consumer motivation and to marketing in a tourism context. It provides an outline of the strategies and methods used by tourism businesses to play to consumer motivations in order to positively influence consumer behaviour. The chapter...

This chapter discusses the basics of marketing and how some authors have suggested expanding the '4Ps' approach to marketing considering that it is inadequate for the service sector in which tourism is located. Marketing in the tourism sector is discussed, including the use of market segmentation.

This chapter (i) examines the behaviour of food and wine tourists; (ii) defines and describes different food and wine tourism target groups; and (iii) provides useful guidelines (etiquette) for tourists to follow before, during and after the visit.

This chapter (i) defines motivation and discusses how this has been applied to the study of tourism and travel for older adults; (ii) provides an historical overview of tourism motivation studies for older adults that have been published over the last three decades; (iii) outlines the different...

This chapter (i) provides an historical analysis and defines what is meant by 'adventure tourism'; (ii) explains the main theoretical adventure models that have been developed by researchers; (iii) classifies the main characteristics of adventure tourism and determines the types of adventure...

This chapter (i) summarizes the dimensions of the older travel market and explores the future growth of older travel; (ii) discusses the reasons why older travellers are a primary target market; and (iii) offers recommendations for segmenting the older travel market and for catering to older...

This book was conceived as a reader for many aspects of adventure tourism management. Part I (chapters 1-11) deals with definitions of adventure tourism, the globalization of adventure tourism, adventure tourism research, the customer profile, product development, management issues, risk and safety ...

Following an in-depth discussion of Sufism and its development in Uzbekistan, this chapter presents a model which outlines how the Sufi tourism 'product' in Uzbekistan could be positioned and marketed to a broad range of religious tourists and pilgrims. Recommendations regarding visitor...