Cross‐cultural aspects of tourism and hospitality: A services marketing and management perspective (2nd edition) By ErdoganKoc, London: Routledge. 2025. pp. 416. £35.99 (paperback), ISBN : 978‐1‐03‐298899‐3; £124.00 (hardback), ISBN : 978‐1‐03‐298900‐6; £35.99 (ebook), ISBN : 978‐1‐00‐360126‐5