ABSTRACT
Tourism marketing has gone through a substantial evolution over the past two decades as the tourism industry struggled to respond to the dramatic shocks brought about by an increasingly connected world. The goal of this chapter is to identify and describe some of the leading forces of change and their impacts on tourism marketing during this time. This chapter takes the perspective that the last two decades represent a time whereby most of the original foundations of tourism marketing were fi rst dismantled, but then rebuilt and replaced by a new paradigm such that they are now much better equipped to meet the enduring forces of change. The discussion is organized into three sections. The fi rst briefl y discusses the global forces that have buffeted the travel and tourism industry; the second section describes three important responses from the industry, particularly through the lens of destination marketing organizations, to these challenges. The last section outlines an emergent paradigm for tourism marketing based upon our understanding of changes in response to these changes in society.
