Gaming Without Rules: Role of Agility in Tourism Marketing

Promoting free enterprises is necessary for the overall growth and development of the countries irrespective of their socio-economic and political agendas. Freedom is a basic factor for success of enterprises in emerging economies, just like the fundamental human right in the society. However, the emerging economies and enterprises have a myopic attitude towards exercising this attribute within the entrepreneurial framework, as most of the attention is laid on exploring numerous forces to develop strategies that drive success. In view of opening the horizons of freedom-based entrepreneurial models, it is important to define the structure of a free enterprise. Therefore, liberation of policies, empowering new business models, and understanding market forces can be attributed to freedom from operational and administrative restrictions that exist within the marketplace. This chapter discusses attributes of agile practices in tourism marketing and describes FACE concept about firms gaining the first mover advantage, building agility in marketing practices, providing convenience, and driving emotions among customers. Innovative approaches to craft agile tourism marketing have also been discussed in this chapter.