Paradoxes of postmodern tourists and innovation in tourism marketing

Enrique Bigné, Alain Decrop

Research output: Contribution in Book/Catalog/Report/Conference proceedingChapter


Innovation challenges tourism experiences in a new digitalized era. The new scenario is showing some paradoxical changes that lead to new approaches for tourism production, distribution, and financing. This chapter focuses on innovation in marketing, involving market processes, new changes in tourist behavior and new approaches adopted by companies to face new trends. An emphasis is given to service innovation in tourism, with a special focus on companies, tourist destinations, and the digital environment. Likewise, the chapter examines a series of paradoxes of postmodern tourists and how companies develop new products and services to try to address them.

Original languageEnglish
Title of host publicationThe Future of Tourism
Subtitle of host publicationInnovation and Sustainability
PublisherSpringer International Publishing AG
Number of pages24
ISBN (Electronic)9783319899411
ISBN (Print)9783319899404
Publication statusPublished - 1 Jan 2018


  • Digital technology
  • Innovation
  • Postmodernity
  • Service marketing
  • Tourist consumers


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