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Additional resources for Tourism and Hospitality Marketing: A Global Perspective
Example text
As a consequence, the luxury travel market will grow considerably. The market is already a lucrative one. 2 billion in travel for their clients. ECONOMIC FORCES those forces that affect consumer purchasing power and spending patterns Price changes and exchange rates can also have a significant impact on tourism. A snapshot in Chapter 4 (‘Measuring the Impact of Captain Corelli’s Mandolin on Tourism in Cephalonia’) shows how price increases in Cephalonia, as a result of the island’s increased popularity following the Captain Corelli movie, led to dissatisfaction amongst both locals and prospective tourists.
7 Major components of the company’s microenvironment various publics in Chapter 9. However, it is important to acknowledge the influence that the company and its suppliers will have on achieving marketing objectives. Marketing managers need to work closely with other departments in the company, as all of these departments will have some impact on the success of marketing plans. Every tourism organization will differ as to how many departments it has and what they are called. However, finance is normally responsible for finding and using the funds required to carry out marketing plans, accounting has to measure revenues and costs in order to evaluate marketing objectives, and human resources will be crucial in supporting a service marketing culture (see Chapter 11).
Tourism Marketing Marketing is a subject of vital concern in tourism because it is the principal management influence that can be brought to bear on the size and behaviour of this major global market. 4 shows the vital linkages between demand and supply in tourism, which are fundamental to an understanding of the role of marketing. The figure shows the relationship between market demand, generated in areas of origin, and product supply, mainly at visitor destinations. In particular, the model shows how the main sectors of the tourism industry – travel organizers, destination organizations, transportation, various product suppliers – combine to manage visitors’ demands through a range of marketing influences.