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Research data compiled by the author over the past 25 years clearly indicates that leisure travel is not as much fun as it used to be. In this book, Plog points out the problems that have created this negative trend and offers travel agents and other travel industry professionals practical advice on how to reverse it. He also presents an overview of the leisure travel market, a framework for understanding why people do or do not travel, the different types of vacations they take and their expectations and sources of dissatisfaction. The book outlines ways in which airlines, hotels, tour operators, travel agencies, food services, car rentals and other businesses can protect themselves, and even prosper, during times of recession.
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