STRATEGIC MARKETING TECHNIQUES IN INTERNATIONAL TOURISM

1 February 1987

journal article
Published by Emerald Publishing in International Marketing Review

Vol. 4 (2) , 71-84
https://doi.org/10.1108/eb008331

Abstract

This article concentrates on the application of econometrics in the development of international tourism marketing strategies. In particular it examines how empirical results can be related to a market choice matrix in identifying the most attractive countries for allocating marketing resources and limited promotional funds.

Keywords

INTERNATIONAL TOURISM
MARKETING RESOURCES
TOURISM MARKETING
ATTRACTIVE COUNTRIES
EMPIRICAL RESULTS
LIMITED PROMOTIONAL
MARKETING TECHNIQUES
STRATEGIC MARKETING

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