Marketing Hospitality into the 21st Century

Abstract

The most important issues facing hospitality marketing, as it enters the 21st century, are outlined, discussed and analysed from two aspects: competitive conditions and new directions. Strategic trends are predicted including product portfolio marketing; internal and relationship marketing; inferential market research; computerised marketing; indirect channels of distribution; customisation; global marketing; guerilla and flanking marketing and green marketing. Environmental scanning is held to be the only way of preparing for volatile industry conditions.

Citation

Crawford‐Welch, S. (1991), "Marketing Hospitality into the 21st Century", International Journal of Contemporary Hospitality Management, Vol. 3 No. 3. https://doi.org/10.1108/EUM0000000001675