Leheny, D. (2003). The rules of play: National identity and the shaping of Japanese leisure.Ithaca, NY: Cornell University Press.

Assigned 26 March 2009. Submitted 9 June 2009. Accepted 16 June 2009.

doi:10.1016/j.annals.2009.10.006

Annals of Tourism Research, Vol. 37, No. 1, pp. 280–281, 2010Printed in Great Britain

280 Publications in review / Annals of Tourism Research 37 (2010) 270–284

MARKETING IN TRAVEL AND TOURISM

By Victor Middleton, Alan Fyall, and Michael Morgan, withAshok Ranchhod. Elsevier <www.elsevier.com> 2009, xxv +502 pp (index, tables, figures, case studies, colour photo-graphs), 44.95 Pbk. ISBN 9780750686938

Ken ButcherGriffith University, Australia

This is the fourth edition of a book that was first published some twenty yearsago. Four editions over twenty years is quite an accomplishment for two reasons.First, it signifies the book has stood the test of time and remained popular becauseof its relevance and quality. Second, that there have been just two editions betweenthe first and this latest one. Given the propensity for some publishing houses toupdate text books incessantly, the restraint shown by the authors is commendable.Nonetheless, much thought has been invested by the authors to ensure that thebook remains as relevant as possible in an ever changing world. The reader shouldbe advised that the reviewer has not read the previous editions. This review is writ-ten from a perspective not based on the previous work by the authors. This alsomeans that, for those readers who are familiar with the 2001 edition, the review willnot provide a more detailed appraisal of its value as an upgrade.

The authors have stated three aims for this book: (1) to present a contemporarypicture of marketing concepts drawn from international theory and practice; (2)provide a useful reference for travel and tourism marketers to complement exist-ing services marketing texts; and (3) present an easy-to-read and comprehensivetext. The authors have achieved these aims. Students are likely the primary targetfor this text but it will likely be used by faculty as a reference source, as well.

In the book’s favor is its easy-to-read style. Accordingly, tourism marketingprofessionals, academics, and industry leaders may well find this a handy volumecompared to alternatives. Another strength of the book is its positioning. One ofthe difficulties facing authors of marketing texts in hospitality and tourism is thatstudents have often been exposed to an introductory marketing course before tak-ing a more specialized tourism marketing course. This is especially the case forbusiness schools. Hence, the challenge for authors of more contextualized market-ing texts is to provide a balance of the right material for the student with someprior knowledge against someone new to marketing. In this reviewer’s opinion,

Publications in review / Annals of Tourism Research 37 (2010) 270–284 281

most texts do not get this balance right. More often than not, tourism marketingbooks end up being repetitive. However, the authors have done a good job here.They have provided the right balance because of the way they have structured thebook.

Overall, the text comprises some six parts, divided into twenty-two chapters andfive case studies. Each chapter is relatively short and easily digested by the reader.The authors have not fallen into the trap of adding a few notes about every mar-keting theory known to man; as a result the learning experience provided by eachchapter is relatively easy. This ease is facilitated by the writing style, including highquality figures, tables, and the overall layout of the text. The six-part structure al-lows the reader to become more or less immersed in areas of more or less interest.

The first part introduces the reader to the tourism sector and the special char-acteristics of services. Part Two presents the fundamentals of marketing theory in atourism context—more or less the familiar four Ps. Presenting such material in thefirst two parts allows advanced learners to move more quickly to the remaining fourparts. This structure would suit those colleagues who seek to overcome the chal-lenge of redundancy identified earlier in this review.

Parts Three and Four present more specific marketing tools for the contempo-rary tourism marketer, especially the use of Internet technologies. Part Five thenunpacks specific marketing considerations for five major industries within the tour-ism sector. Such an approach is very useful. Five up-to-date case studies round outthe book.

While the style and structure of the book are appropriate for an academic audi-ence, some aspects of the book are annoying. The authors apparently used a tem-plate approach to Part Five. This ‘‘formula’’ approach is appropriate to supportcomparisons among sectors, but here the execution is awkward and some sectionsincoherent. For instance, the extensive critique on accounting practice in the hotelindustry is of little value. Elsewhere, a rant about ‘‘Print Production—Cost andWastage on a Heroic Scale’’ is over the top and distracting. The authors could haveilluminated the disadvantages of print materials in a more objective and educa-tional manner. The separation of integrated marketing communication (IMC)from other marketing communication functions is confusing. For instance, onepart notes the inclusion of informational materials as part of IMC but not in oth-ers. Similarly, the treatment of public relations appears awkward. Finally, the chap-ter on strategy is unbalanced. Two-thirds of the chapter was devoted to corporatestrategy, including obscure topics such as scenario planning. Given that most largecorporations do not practice such sophisticated techniques, more space devoted tomarketing strategy would provide a better balance.

In summary, this is a good quality text that bridges the need to educate learnersnew to marketing and the needs of those learners with prior experience. Thepresentation is high quality and is formatted in digestible bites that make the textespecially attractive to any reluctant learner. Readers already familiar with theprevious edition will likely feel comfortable in making the upgrade to the newedition.

Ken Butcher: Department of Tourism, Hotel, Leisure, and Sport Management,Griffith University, Gold Coast, Queensland, Australia. Email <k.butcher@griffith.edu.au>

Assigned 24 April 2009. Submitted 9 July 2009. Resubmitted 22 July. Accepted 22 July 2009.

doi:10.1016/j.annals.2009.10.006