Marketing Tourism Futures
Sustainable Places, Communities, and Cultural Experiences
ISBN: 9781918901030 HBK; 9781918901047 PBK; 9781918901054 PDF; 9781918901061 EPUB
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Tourism is entering a new era in which success can no longer be measured by visitor numbers alone. Overtourism, seasonality, market instability, climate adaptation, housing pressures and the loss of authenticity are challenging destinations to balance economic opportunity with the wellbeing of the communities that host visitors.
Marketing Tourism Futures: Sustainable Places, Communities, and Cultural Experiences brings together eighteen research-led chapters exploring these tensions through the interconnected perspectives of sustainability, destination branding, place identity, cultural heritage and tourism experiences. Drawing on conceptual frameworks, empirical evidence and case studies from Europe, Asia and beyond, the volume examines how destinations can build resilience while protecting the cultural and social values that make places distinctive.
By asking the fundamental question “how can destinations remain places people want to visit without becoming places where people no longer want to live?”, this volume explores issues ranging from overtourism, gastronomic gentrification and smart tourism ecosystems to place branding, digital nomad mobility, literary tourism, pilgrimage, cultural routes, fandom, healthcare tourism and quiet luxury. Its comparative approach reveals how tourism challenges vary across destinations while identifying insights that can inform future practice.
Developed from research presented at the Advances in Tourism Marketing Conference, this volume offers a rigorous yet accessible resource for academics, researchers and students, while providing valuable perspectives for destination managers, policymakers and tourism and hospitality professionals.
'About the Editors': Antonia Correia is Professor of Tourist Behaviour and Tourism Economics, University of Algarve and President of the first and unique tourism collaborative laboratory, KIPT Colab, and Metin Kozak is Professor of Marketing at Kadir Has University, Turkey.
Publication: November 2026
Marketing Tourism Futures: Sustainable Places, Communities, and Cultural Experiences brings together eighteen research-led chapters exploring these tensions through the interconnected perspectives of sustainability, destination branding, place identity, cultural heritage and tourism experiences. Drawing on conceptual frameworks, empirical evidence and case studies from Europe, Asia and beyond, the volume examines how destinations can build resilience while protecting the cultural and social values that make places distinctive.
By asking the fundamental question “how can destinations remain places people want to visit without becoming places where people no longer want to live?”, this volume explores issues ranging from overtourism, gastronomic gentrification and smart tourism ecosystems to place branding, digital nomad mobility, literary tourism, pilgrimage, cultural routes, fandom, healthcare tourism and quiet luxury. Its comparative approach reveals how tourism challenges vary across destinations while identifying insights that can inform future practice.
Developed from research presented at the Advances in Tourism Marketing Conference, this volume offers a rigorous yet accessible resource for academics, researchers and students, while providing valuable perspectives for destination managers, policymakers and tourism and hospitality professionals.
Part of the Advances in Tourism Marketing Series - a series of cutting-edge research-informed edited books that introduce the reader to a range of contemporary marketing phenomena in the domain of travel and tourism. Series editors: Alan Fyall, UCF, USA, Metin Kozak, Kadir Has University, Turkey and Antónia Correia, CEFAGE, Universidade do Algarve, and President of the first and unique tourism collaborative laboratory, KIPT Colab, Portugal and Alain Decrop, Namur University, Belgium.
'About the Editors': Antonia Correia is Professor of Tourist Behaviour and Tourism Economics, University of Algarve and President of the first and unique tourism collaborative laboratory, KIPT Colab, and Metin Kozak is Professor of Marketing at Kadir Has University, Turkey.
Publication: November 2026
Table of contents
Ch 1. Overtourism in European Cities (Micha? ?em?a).Ch 2. Gastronomic Gentrification and Overtourism (Stefania Zoi Ntregka, Maria Vrasida and Alexandros Apostolakis
Ch 3. Sustainability of Music Festivals (Andrés Artal-Tur, José Miguel Navarro-Azorín and José María Ramos-Parreño)
Ch 4. Sustainable Regional Development through Tourism Digital Marketing (Atsutoshi Oshima)
Ch 5. From Traditional Tourism Destinations to Smart Tourism Ecosystems (Resurrección Rodríguez, Miguel Puig-Cabrera and Concepción Foronda-Robles)
Part 2: Destination Branding and Place Identity
Ch 6. Culture, Nature and Tourism: A Sustainable Future From a Dynamic Perspective (H. Capellà Miternique
Ch 7. Reconstruction and Revitalisation Tourism for Co-creative Placemaking (Atsutoshi Oshima)
Ch 8. Reimagining Island Futures: Place Branding and Sustainable Development (Angeliki Mitropoulou)
Ch 9. Selective Inclusion and Mobility Governance: A Comparative Analysis of Digital Nomad Visas (Theodora Theologi, Anna Kyriakaki and Sofia Ntalampeki)
Ch 10. Transnational Gentrifiers and Urban Transformation (Montserrat Crespi-Vallbona, Oscar Mascarilla Miró and Sofia Galeas Ortiz)
Part 3: Cultural Heritage, Gastronomy, and Experiential Innovation
Ch 11. Literary Landscapes and Cultural Tourism (Anna Kyriakaki, Sofia Ntalampeki, Aikaterini Stavrianea and Katerina Zografistou)
Ch 12. Sacred Journeys in Modern Taiwan (Shu-Fen Wu, Tsong-Zen Liu and Ya-Ping Chang)
Ch 13. A Choice Modelling Application for Sustainable Cultural Routes (Maria Zouridaki, Alexandros Apostolakis and Markos Kourgiantakis)
Ch 14. Empowering Local Communities and Tourist Guides for Sustainable Destinations (Ilídia Catarina Gonçalves Carvalho, Miguel Brito and Cristina Carvalho)
Ch 15. Fantasy, Fandoms and Transformative Tourism (Achilleas Michail Kanellis and Eirini Papadaki)
Ch 15. Consumers’ Attitude toward Salt Tourism Experiences (Giacomo Del Chiappa and Anna Satta)
Ch 17. Tourists as Patients: Perspectives on Primary Healthcare Services (Rachel Argyropoulou, Eleni Garagouni, Maria Argyropoulou and Dionisia Tzavara)
Ch 18. Exploring Quiet Luxury Tourism (Antónia Correia and Pedro Pimpão)
Table of contents
Ch 1. Overtourism in European Cities (Micha? ?em?a).Ch 2. Gastronomic Gentrification and Overtourism (Stefania Zoi Ntregka, Maria Vrasida and Alexandros Apostolakis
Ch 3. Sustainability of Music Festivals (Andrés Artal-Tur, José Miguel Navarro-Azorín and José María Ramos-Parreño)
Ch 4. Sustainable Regional Development through Tourism Digital Marketing (Atsutoshi Oshima)
Ch 5. From Traditional Tourism Destinations to Smart Tourism Ecosystems (Resurrección Rodríguez, Miguel Puig-Cabrera and Concepción Foronda-Robles)
Part 2: Destination Branding and Place Identity
Ch 6. Culture, Nature and Tourism: A Sustainable Future From a Dynamic Perspective (H. Capellà Miternique
Ch 7. Reconstruction and Revitalisation Tourism for Co-creative Placemaking (Atsutoshi Oshima)
Ch 8. Reimagining Island Futures: Place Branding and Sustainable Development (Angeliki Mitropoulou)
Ch 9. Selective Inclusion and Mobility Governance: A Comparative Analysis of Digital Nomad Visas (Theodora Theologi, Anna Kyriakaki and Sofia Ntalampeki)
Ch 10. Transnational Gentrifiers and Urban Transformation (Montserrat Crespi-Vallbona, Oscar Mascarilla Miró and Sofia Galeas Ortiz)
Part 3: Cultural Heritage, Gastronomy, and Experiential Innovation
Ch 11. Literary Landscapes and Cultural Tourism (Anna Kyriakaki, Sofia Ntalampeki, Aikaterini Stavrianea and Katerina Zografistou)
Ch 12. Sacred Journeys in Modern Taiwan (Shu-Fen Wu, Tsong-Zen Liu and Ya-Ping Chang)
Ch 13. A Choice Modelling Application for Sustainable Cultural Routes (Maria Zouridaki, Alexandros Apostolakis and Markos Kourgiantakis)
Ch 14. Empowering Local Communities and Tourist Guides for Sustainable Destinations (Ilídia Catarina Gonçalves Carvalho, Miguel Brito and Cristina Carvalho)
Ch 15. Fantasy, Fandoms and Transformative Tourism (Achilleas Michail Kanellis and Eirini Papadaki)
Ch 15. Consumers’ Attitude toward Salt Tourism Experiences (Giacomo Del Chiappa and Anna Satta)
Ch 17. Tourists as Patients: Perspectives on Primary Healthcare Services (Rachel Argyropoulou, Eleni Garagouni, Maria Argyropoulou and Dionisia Tzavara)
Ch 18. Exploring Quiet Luxury Tourism (Antónia Correia and Pedro Pimpão)
