The role of marketing in tourism planning: Overplay, underplay or interplay?

Other literature type English OPEN
Ketter, Eran; Mansfeld, Yoel; Avraham, Eli;
(2016)
  • Publisher: Institute for Tourism
  • Journal: Tourism: An International Interdisciplinary Journal, volume 64, issue 2 (issn: 1332-7461, eissn: 1849-1545)
  • Publisher copyright policies & self-archiving
  • Subject: tourism planning; tourism marketing; regional planning; responsive planning; dynamic planning

Marketing has a key role in tourism planning. Yet, the tourism planning literature offers a range of roles that marketing should take, extending from a secondary planning component to a leading factor that guides the entire planning process. To understand better the rel... View more
  • References (40)
    40 references, page 1 of 4

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