Cross-cultural aspects of tourism and hospitality: a services marketing and management perspective, 1st edition

nities, here the authors of this chapter interestingly underscore the need to also empower CBT visitors. This handbook, therefore, raises the thought-provoking question of whether both hosts and guests should be equally concerned with empowerment. According to Walia and Choudhary (Chapter 40), it is only when both tourists and hosts are empowered that they may feel ‘slightly closer to one another and to this large world around us’ (513). Overall, this handbook conveys two clear and important messages. One message is that CBT should acknowledge the diversity within host communities, as well as within visitor segments. A second message is that empowerment should transform both host and guests; it is only when both hosts and guests are empowered that they can make memorable experiences in relation to one another. I would recommend this handbook to the widest possible audience. This book offers convenient learning materials for both undergraduate and postgraduate students, researchers with an interest in CBT, as well as for destination practitioners (e.g. community managers, DMO representatives), and the general public curious about innovative travel patterns and tourism management practices.