Entrepreneurship in Tourism

by Andreas Walmsley (Author)

• New

  Hardcover
  2018

  $163.88

  The development of tourism has historically been characterised by enterprising individuals. Small businesses are the backbone of the tourism and hospitality industry. However, entrepreneurship and the entrepreneurial process have long been marginal topics within tourism scholarship.

  This is a critical, yet accessible, introduction to the subject. Structured into twelve chapters, this book takes an intuitive step-by step progression through entrepreneurship in tourism: context, theoretical perspectives and definitions; the entrepreneurial process from concept to reality; the business plan; marketing, employment and strategy to growth, policy context and future directions.

  Featuring learning outcomes, `reflective practice' activities and a range of international case studies that encourage critical thinking and practical applications, this is essential reading for anyone studying tourism degree programmes at undergraduate and graduate level.