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- W1727648302 abstract "Despite its increasing maturity in the literature, relationship marketing remains an untested concept for destination marketers. This article explores the opportunities and challenges faced by managers of destinations in their attempt to engender loyalty and repeat visitation in a product domain traditionally considered highly complex, fragmented, and difficult to manage. Further, the article analyzes the degree of implantation of relationship marketing in two contrasting destinations: Stockholm and Barbados. The study concludes that the peculiarities of the destination product complicate the building of relationships with the tourist and diminish the suitability and value of such efforts, while promoting the value of greater interorganizational collaboration. Le marketing de relation : un défi pour les destinations. Malgré le développement constant dans la littérature du sujet du marketing de relations, ce sujet reste un concept non vérifié pour les services du marketing des destinations. Le présent article examine les opportunités et les challenges que rencontrent les administrateurs des destinations quand ils essaient d’encourager la loyauté et les visites répétées dans un secteur économique qui se considère normalement comme extrêmement complexe, fragmenté et difficile à gérer. Ensuite, l’article examine le niveau d’implantation du marketing de relations à deux destinations contrastées : Stockholm et la Barbade. L’étude conclut que les particularités des différents produits de destination compliquent le développement des relations avec le touriste et diminuent la pertinence et la valeur des efforts tout en promouvant la valeur d’une plus grande collaboration entre organisations." @default.
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- W1727648302 date "2003-07-01" @default.
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- W1727648302 title "Relationship Marketing" @default.
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- W1727648302 doi "https://doi.org/10.1016/s0160-7383(03)00046-x" @default.
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