In a competitive environment, the professional marketing and management of tourism destinations represent a key challenge for public/private organisations and tourism suppliers at national, regional and community levels. The planning and implementation of suitable marketing and management strategies is actually the most viable solution for both emerging and mature destinations to satisfy an ever‐demanding consumer, to ensure sustainable development and then to gain or maintain a strong competitive position on the market. Understanding this approach and the opportunities it offers will be a priority in the near future.
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