The new tourist: impacts on the hospitality marketing strategies (original) (raw)
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Looking at the evolution of marketing as recorded in the pages of the Cornell Hospitality Quarterly , one sees a continual increase in the complexity of the marketing issues for the hospitality industry. Each decade’s articles have been marked by an emphasis on a particular aspect of marketing, generally representing the leading edge of marketing research and thinking. The 1960s, for instance, was the decade of promotion, with numerous articles explaining how to respond to increased competition with an intentional marketing program. The 1970s saw the development of new lodging products and the beginnings of market research, with a greater focus on the customer and on continual product development. The explosion of brands and product tiers in the 1980s ushered in an era of brand management, and the decade also saw the initial lodging industry applications of revenue management, adapted from the airline industry. Following the brutal shakeout of the early 1990s, the lodging industry t...
journal.dogus.edu.tr
This paper is intended to provide an analysis of the consumer behaviour in the Turkish domestic tourism market: a market still in its "infancy" in comparison with many other countries, but with substantial growth potential. Based on a number of research methods, which were triangulated, ranging from interviews both with consumers and key informants, focus group studies, to observations at travel agencies, together with an extensive literature search, the consumer decision-making process is investigated. As the research is mainly exploratory, the research methodology is inductive and it rests on qualitative techniques.
4 th Advances in Hospitality & Tourism Marketing & Management Conference
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This paper is intended to provide an analysis of the consumer behaviour in the Turkish domestic tourism market: a market still in its "infancy" in comparison with many other countries, but with substantial growth potential. Based on a number of research methods, which were triangulated, ranging from interviews both with consumers and key informants, focus group studies, to observations at travel agencies, together with an extensive literature search, the consumer decision-making process is investigated. As the research is mainly exploratory, the research methodology is inductive and it rests on qualitative techniques.
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