Towards a coherent definition and interpretation of postmodern tourism marketing — The importance of experience and uniqueness factors

Abstract

The study examines the development of tourism and tourism marketing in the post-modern age. The authors give a comparative analysis of international professional literature and their empirical experience. Besides, they call the attention on the adjustment problems of the supply of tourism products. They offer a new contextualization of McDonaldization and Disneyfication, certain supply and demand side problems of tourism markets, and the complex character of tourism products. They underline the fast growing importance of special experience and the unique individual services.