Sebastian Unger

Community Marketing: a Concept for Tourism Marketing Sebastian Unger

The concept of using communites to foster sales of aproduct or service is nothing new - but newcommunication tools opened the door for bettertargeting and therefore higher efficiency in thisform of marketing. The more emotions the product orservice marketed causes, the more a community reactsto it. Holidays, or tourism in general, causewithout a doubt a variety of emotions - whichmakes it predestinated for the usage of CommunityMarketing. This book describes the different forms,background and effects of Community Marketing ingeneral and the usage for tourism marketing in specific.