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Introduction to Tourism by Carson L Jenkins, Leonard J Lickorish

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9 Marketing

Introduction

To appreciate the marketing role in tourism, one should first consider the definition of marketing as an art or management practice and then the concept of marketing in tourism. There are special characteristics, since tourism is itself a demand force and the total ‘product’ is made up of a range of different components. This provides a basis for examining marketing planning – the tactical and strategic implications.

The next stage leads to market research, demand and supply determinants, price and the importance of segmentation and motivation in analysis of demand. The counterpart on the supply side is the strength and weakness analysis of the product (SWOT).

These essential planning tasks lead to the preparation of ...

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