CHAPTER ONE
INTRODUCTION
Marketing communications forms a key aspect of the delivery of tourism services. This sector is heavily dependent on marketing because of the industries special characteristics as services. However, marketing communications is a great deal more than simply about advertising. Getting the right messages to the right people is perhaps one of the most important factors in determining the success of this sector. Indeed marketing communications forms its own sub-field of study within the discipline of marketing. And yet there are few textbooks that focus specifically on marketing communications for services, and none of them that look in detail into the communications issues, theories and strategies facing the contemporary tourism and tourism sector. This is despite the fact that this sector is an experiential services sector which relies so heavily on representations. Representations can be described as impressions, images and depictions about the experiences or about what might be expected from service providers. Although there has been a great deal of academic attention given to the various dimensions of marketing in tourism and tourism services within the business and management literature, and within sociology on the semiotics of representations of tourist brochures, there has been remarkably little attention given to the broad dimensions of marketing communications, the concepts, strategies, issues and challenges underpinning this important function in a dynamic service sector environment. This project aims to at least partially address this omission. It is important, therefore, that the project begins by attempting to define and limit its scope given the broad nature of the topic and the wide variety of concepts that fall within the remit of marketing communications
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