Strategy Development and Implementation of Tourism Marketing Plans: Part 2

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Abstract
In order to assure that the basic objectives of a national tourist organisation are achieved, tourism marketing strategy at corporate level should be intimately related to tactical marketing planning. This article, the second of a two‐part series, examines a number of conceptual frameworks and processes that can be applied by various national tourist organisations and private enterprises when planning, executing and controlling tourism marketing strategies and tactics for both short and long‐term dimensions.

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