Comparative Tourism Marketing Case Studies

Abstract

As Zygmunt Bauman (2006) put it, industrial societies have changed to new forms of production, where the social bonds not only have diminished, but also, what is more important, workforce has been recycled in a product. Indeed, workers, citizens and lay people have been transformed in commodities whose functionality to the system is given by their value alone. The primary problem here is that philosophy does not save working positions in context of crisis. When the first scholastic philosophers wrote on the Market, they envisaged long years of prosperity and happiness for everyone. Originally, the market was not considered a mechanism of alienation and oppression as post-Marxist literature shows it was the stepping stone that would grant a major happiness for whole of people. Marketing, as the term that denotes a great link with Market today is pejoratively seen by social scientists. To our end, there is no real reason to blame marketing for human inconsistencies, or material asymmetries produced by greed. G. Klempner (2004), a major British philosopher, has evidenced that ethics, business and marketing should not be dissociated. The ten chapters of this project shed light on different cases and problems of tourism, where marketing may offer a solution. International financial crisis has produced serious imbalances in peripheral and central economies, threatening the international financial order as never before. Urgencies of economies need solutions and answers.