The Marketing Environment of Tourist Destinations

Abstract

The tourism marketing environment consists of internal and external forces which could impact the organisations’ performance. To be successful, companies must adapt to ongoing trends and developments in their macro- and micro-environments. When organisations scan their marketing environment, they will be in a position to deal with any possible threats from the market and to capitalise on any available opportunities. Therefore, this chapter explains the external environmental factors of tourist destinations, including political, economic, social and technological influences. It also considers their internal environmental factors, including capital structures, resources, capabilities and marketing intermediaries, as it identifies competitive forces from differentiated or low-cost service providers.

Citation

Camilleri, M.A. (2018), "The Marketing Environment of Tourist Destinations", Camilleri, M.A. (Ed.) The Branding of Tourist Destinations: Theoretical and Empirical Insights, Emerald Publishing Limited, Leeds, pp. 1-14. https://doi.org/10.1108/978-1-78769-373-920181001