search query: @author March, R. / total: 3
reference: 3 / 3
« previous | next »
| Author: | March, R. |
| Title: | Tourism marketing myopia |
| Journal: | Tourism Management
1994 : DEC, VOL. 15:6, p. 411-415 |
| Index terms: | TOURISM MANAGEMENT MARKETING |
| Language: | eng |
| Abstract: | Though the marketing discipline offers tourism a variety of strategic tools and conseptual insights, an examination of the tourism literature suggests that marketing's contribution to tourism has been undervalued or misrepresented by tourism policy makers and practitioners alike. This situation has led to a general misunderstanding about the nature and value of marketing for the tourism industry. Before the marketing discipline can make its full contribution to tourism a number of theoretical and conceptual problems must be tackled. |
« previous | next »
SCIMA