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| Author: | Jones, D.L. McCleary, K.W. |
| Title: | An empirical approach to identifying cross-cultural modifications to international hospitality industry sales trainig |
| Journal: | Journal of Travel & Tourism Marketing
2005 : VOL. 60:3, p. 65-81 |
| Index terms: | Hotel and catering industry Relationship marketing Sales management Selling |
| Language: | eng |
| Abstract: | This article explores cross-cultural differences between various regions of the world in the way buyer-seller relationships are perceived by hotel salespersons. This study uses Wilson's success variables in long-term buyer-seller relationship development to analyse whether relationship marketing concepts can be applied globally in hospitality sales training programs. According to the study, there is regional differences in the significance given to the success variables. Recognition of the differences can contribute to industry marketers in designing and modifying sales trainig programs concentrated on creating long-term buyer-seller relationships |
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