Marketing Orientation in the Service of Incoming Tourism

Abstract

Focuses on a survey (and its results) carried out to investigate the marketing orientation of the companies who supply the UK's service of incoming tourism. Provides indications from the survey results that there are indications of low levels of marketing orientation with the respondent companies in the service industry of incoming tourism relative to the UK. Presents four sections to add weight to the survey findings. First, outlines the results of a previous study as background to the present survey results. Second, discusses, briefly, the nature of the service of incoming tourism. Third, reports on the survey results and finally discusses and draws conclusions from the results and study. Summarizes and discusses the results in conclusion and considers that an initial base understanding has been developed by the surveys and urges further additional research.

Citation

Greenley, G.E. and Matcham, A.S. (1986), "Marketing Orientation in the Service of Incoming Tourism", European Journal of Marketing, Vol. 20 No. 7, pp. 64-73. https://doi.org/10.1108/EUM0000000004657