This module deals with the definition of the tourism marketing processes and concepts. It covers the characteristics of tourism marketing and explains the importance of analyzing the market environment to understand the marketing mix of tourism which indicates the components of the tourism product, i.e., natural and human ingredients. It studies the behavior of the tourist as a consumer and business purchasing power (B 2 C, B 2 B, B 2 G). It covers the concept of e-marketing in tourism and marketing of small tourism projects. It reviews the concept of Relationship Marketing (RM) strategy and its applications in tourism. The course also includes a study of the concept of tourism promotion, its tools for promotion of tourism programs, and its importance in the marketing process. It analyzes the various mechanisms adopted to enter the international tourism markets.