The Marketing Map: Navigating the Principles of Marketing for Tourism, Hospitality, and Services

Faculty/Staff: Lian (Evangelia) Dumouchel
Platform: Pressbooks
Site link (if applicable): https://marketingmap.pressbooks.tru.ca/
Services provided: copy editing of textbook and support of supplementary content (lecture slides, H5P, and test bank), and copyright review
Description: TRU Open Press is proud to support The Marketing Map: Navigating the Principles of Marketing for Tourism, Hospitality, and Services, an innovative open educational resource (OER) developed by Lian Dumouchel. Designed for Canadian post-secondary introductory courses in tourism marketing, this comprehensive resource draws on Lian’s 30+ years of teaching experience and extensive research to deliver a practical, student-centered learning tool. A preliminary release will be available in January 2025, with a full launch in April 2025. The final version will include an instructor guide, lecture slides, and a test bank, all enriched with interactive exercises, a glossary, and curated resources to enhance engagement and support effective teaching.

This textbook bridges fundamental marketing theories with real-world applications, tackling the unique challenges of marketing intangibles, managing customer experiences, and navigating seasonality and cultural diversity in service-based industries. Through a structured exploration of essential marketing concepts, the book integrates industry-relevant examples and case studies, emphasizing ethical marketing, sustainability, and global trends to equip students with the skills needed in an evolving marketplace.

This book was recently featured on The Tourism AI Podcast in episode #11, titled “From Textbooks to Toolkits How Prof. Lian Dumouchel Wrote a Free AI Marketing Textbook,” hosted by Peter Pilarski of The Tourism AI Network.