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| Author: | Peattie, K. Peattie, S. |
| Title: | Promotional competition: a winning tool for tourism marketing |
| Journal: | Tourism Management
1996 : SEP, VOL. 17:6, p. 433-442 |
| Index terms: | TOURIST INDUSTRY MANAGEMENT COMPETITION |
| Language: | eng |
| Abstract: | In the last 20 years sales promotion has become such an important component of marketing practice that it is now demanding greater attention from marketing academics. Promotional techniques are now being studied individually and their appropriateness for different markets and marketing tasks is being discussed. Tourism and travel markets are one of the few service sectors to make widespread use of a variety of promotional techniques. Price-based promotions have been the most popular in tourism and travel, as in many other markets. |
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