The marketing strategy begins with the identification of human needs and discharges into the application of a combination of marketing variables (product, price, distribution, sales promotion and publicity). Motivations for buying a tourist product in an affluent society are not only the reflection of a person's physical needs. They also arise from social‐psychological needs. With the ‘erosion of traditional class‐determined patterns of behavior’, even the usual social‐class variables are losing their importance in explaining buying behavior.
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