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Abstract Post-modernity creates new challenges for tourism and tourism marketing. Market fragmentation necessitates a re-appraisal of tourism marketing and associated technologies. Tourism organisations in the UK have traditionally been slow in the adoption of innovations and the potential of new marketing paradigms and technologies is rarely realised. Geographical information systems (GIS) are being increasingly utilised as a marketing tool in a variety of business contexts in the UK. The marketing application of GIS has traditionally relied upon the theories of segmentation, niche and geodemography. Recent developments in marketing theory, particularly the concepts of lifestyle and relationship marketing present new challenges not only to GIS but, more significantly, to tourism marketing. This paper reviews the role of GIS in tourism marketing in the context of these new developments, primarily in a UK context. It is argued that new approaches to tourism marketing are required and that GIS provides a range of appropriate and useful tools for marketing managers in UK tourism.
Elliott-White et al. (Tue,) studied this question.