This book provides a different perspective on travel, based on the more than 35 years that I served virtually aspects of the industry as a consultant and researcher. Major airlines, hotel chains, cruise lines, tour operators, rental car companies, resorts and destinations, travel media, and large travel agency conglomerates have been clients. These experiences provide an overview of the industry that I could not get if had worked only in one segment, such as tha airlines, hotels, or as a director of a tourism bureau. The range of experiences has allowed me to see similarities and differences across the field that otherwise, would not have been possible. It has been a wonderful life experience and, to use the term of the psychologist Carl Rogers, I have felt self-fulfiled. I count as personal friends many people I met over the years, including clients, academicians, people in the press, executives in advertising agencies, and others. They have taugth me much while giving freely of their time and their ideas as we worked joinly to solve problems or work through issues.
Chapter One A Personal View of the Travel Industry
Chapter Two An Industry That Changed the World
Chapter Three Why Destinations Rise and Fall in Popularity
Chapter Four The Psychographics of Travel Segments
Chapter Five The Demographics of Travel
Chapter Six Why Destinations Decline in Popularity and Nobody Ever Does Anything About it
Chapter Seven Some Overlooked Elements of Good Promotional Strategies
Chapter Eight The Importance of Positioning
Chapter Nine Using Psychographics for Effective
Chapter Ten Respositioning Destinations for Maximum Growth
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