ABSTRACT

Reading this quote now, it is hard to believe that Bonnett was not writing in the present. Not only does the global context outlined resonate so clearly with the current challenges of the global economy, but also, the marketing sentiments don’t appear so much different from those that continue to drive the tourism industry. What Bonnett’s article does not capture is the sense of fl ux that pervades the fi eld of marketing theory and practice in the current era. Marketing is undergoing a period of great transformation in thought and practice and tourism marketing shares this sense of uncertainty about its future.