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- W2604009270 abstract "Tourism, being dominated by services, has to generate tourist satisfaction which is inevitable in increasing the market share. Tourist, from the whole process of journey and engaging in various touristic activities, eventually gain an experience, often referred to as tourist/visitor experience in tourism literature. This is an eventual determinant in the tourist satisfaction and both are interrelated. Therefore, marketing is not just limited to employing certain measures and tools to attract tourists; rather it is a comprehensive approach to generate high quality tourist experience leading to customer delight as well. The inherent characteristics associated with tourism marketing make the discussion of 7 P's concept more relevant in the context of tourism, as a single composite industry and as individual industries involved in it. Against this background, an attempt has been undertaken to examine the role and relevance of marketing mix in order to enhance the competency of tourism services using various marketing mix elements." @default.
- W2604009270 created "2017-04-07" @default.
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- W2604009270 date "2017-01-01" @default.
- W2604009270 modified "2023-09-23" @default.
- W2604009270 title "Marketing of Tourism Industry" @default.
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- W2604009270 doi "https://doi.org/10.4018/978-1-5225-2475-5.ch012" @default.
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