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Holiday Makers by Jost Krippendorf

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16

School for a more human tourism

Opt for an honest and responsible marketing of tourism

This demand is addressed to all those who organize, offer, sell and inform about travel – what we might call ‘the producers of holidays’. Even if they are reluctant to accept the fact, it is certainly true that many of them – especially the most powerful among their members -have an incomparably greater influence on consumers than producers in other branches of the economy. They must therefore assume a special responsibility. Most tourists are unsure consumers. They have many wishes and longings, but rarely a clear picture of what they really want and can therefore be easily influenced. The majority are still passively receptive, open and willing consumers, ...

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