Revising and implementing the marketing concept as it applies to tourism

Abstract

As an underlying philosophy to tourism marketing, organizational strategy and structure, the marketing concept is examined and revisions are suggested. Because tourism is a communitybased, service industry it is recommended that more effort be put into recognizing the synergy between community and customer orientations. Consumer satisfaction is vital. There has tended to be an emphasis on short-term strategies and a conservative attitude to development. More research is necessary and the implementation of the revised marketing concept should be based on a more collaborative planning approach.