It is vital for the professionals in the Tourism industry toidentify trends early and design proactive strategies to gaincompetitive advantage as the global tourism industry continues toexpand and become more complex. Tourism Marketing is one of theimportant Fields of tourism industry and this textbook gives an indepth and comprehensive coverage of key marketing principlesapplied to tourism. Chapters of the book has been carefully edited and structured, to allow flexibility in use to match a variety ofcourse needs and requirements and this makes it an Essentialreading for the students taking courses on Tourism Marketing,Tourism Marketing Management and Hospitality Marketing. It is hopedthat the students will reach the frontiers of the subject in aconsiderably shorter time than with existing texts.