Strategic marketing planning for national tourism

Abstract

The objective of this article is to present a model of tourism strategic planning in relation to product positioning, image creation and demand management. However, tourism is a complex product created as the composite of a number of key inputs. The final product has to be planned taking into consideration the peculiar characteristics of a number of divers tourism services. Finally, both public and private organisations are involved in providing the services which are required to market and sustain tourism demand.

Citation

Gilbert, D. (1990), "Strategic marketing planning for national tourism", The Tourist Review, Vol. 45 No. 1, pp. 18-27. https://doi.org/10.1108/eb058038