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Tourism as a leverage of internationalization for consumer goods firms: A case study approach

New Challenges to International Marketing

ISBN: 978-1-84855-468-9, eISBN: 978-1-84855-469-6

Publication date: 6 March 2009

Abstract

Large-scale incoming tourism potentially creates a multinational market within the domestic economy of the recipient countries. More specifically, in a number of countries, there is a large influx of ‘foreign’ consumers, or tourists, from many countries and for a significant part of the year. As can be seen from Table 1, for countries such as France, Spain, Austria, or Greece the annual influx of tourists exceeds the population of these countries by very large margins.

Citation

Poulis, K. and Yamin, M. (2009), "Tourism as a leverage of internationalization for consumer goods firms: A case study approach", Sinkovics, R.R. and Ghauri, P.N. (Ed.) New Challenges to International Marketing (Advances in International Marketing, Vol. 20), Emerald Group Publishing Limited, Leeds, pp. 69-85. https://doi.org/10.1108/S1474-7979(2009)0000020006

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited