This book is based on an exploratory-qualitative study of marketing communications in the Turkish domestic tourism market: a sector still in its "infancy" in comparison with many other countries, but with substantial growth potential. The rationale for the research lies in its contribution to knowledge and understanding from an academic perspective and its applied relevance to marketing communications initiatives in the world of practical management. The book particularly looks at the influence of gender in family holidays in the Turkish domestic tourism market especially from perceptual and information processing perspectives.