Accountability Marketing Research: An Increasingly Vital Tool For Travel Marketers
- 1 April 1989
- journal article
- other
- Published by SAGE Publications in Journal of Travel Research
- Vol. 27 (4) , 42-45
- https://doi.org/10.1177/004728758902700408
Abstract
This article on marketing research in the travel industry is the first in a series of articles written under the auspices of the U. S. Department of Commerce and authored by travel marketing and research professionals working in the travel business. The thrust of the article is to provide some "real world" help for managers in destination marketing who would like to better understand and use marketing research as a planning and evaluation tool.Keywords
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