An Introduction that Defines Tourism Marketing Concepts
To begin with, “marketing is the science and art of
exploring, creating, and delivering value to satisfy the needs of a target
market at a profit” (Kotler 2012). The purpose of tourism marketing is to appeal
to target customers by promising a service with great value, and then trying to
maintain those customers through trust and customer satisfaction. This includes
raising awareness of the company and promoting it, attracting customers, and being
unique compared to their competitors (Dolnicar and Ring 2014).
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