Advances in Tourism Marketing Conference (ATMC)

The initiative of Advances in Tourism Marketing Conference (ATMC) started in 2005 with the first international conference in Akyaka (Turkey), in which more than 70 researchers and practitioners from more than 15 different countries took part. In the second edition, hosted by the University of Valencia (Spain), we met with around 160 researchers and representatives of companies and institutions from 5 continents.

Acknowledging the interdisciplinary nature of tourism, we would like to stress in ATMC the definition of marketing, as released by the American Marketing Association AMA and extended by applying it to tourism. Tourism Marketing thus focuses on the functions and processes of the tourist system in order to create, communicate and deliver value with customers (tourists, host communities and other firms) and for managing customer relationships in ways that benefit the organisation and its stakeholders, emphasising sustainability.

Taking into account the premise that the aim of ATMC is to focus -biannually- on updating and discussing topical issues in international tourism marketing. The specific theme will be drawn from the conclusions of the preceding meeting, trends in the tourism industry, and priorities in tourism marketing research. All in all, the ATMC represents an attempt to:

Explore, analyze, and evaluate the state of the art in tourism marketing from an international perspective.
Bring together researchers, policy makers and practitioners, providing a forum for the discussion and dissemination of themes related to the tourism system under a marketing approach.
Therefore, the initiative Advances in Tourism Marketing Conference represents an important contribution for the tourism marketing research arena and tourism industry. The general outcome of the ATMC focuses on facilitating the analysis and interchange of sustainable approaches and international practices as a basis for the knowledge and innovation management in tourism marketing.