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Tourism Marketing: Opportunities and Challenges of Online Modes
Abstract
Tourism is an important service sector in many countries across the world as this particular sector generates significant amounts of revenue that adds up to the country's national economy. Given the significance of this sector, it is important to consider how this sector can be promoted to the end users and what type of marketing strategies should be formulated in order to achieve maximum market share. Therefore, this chapter highlights the ever-changing needs and wants of customers in terms of their destination choices. Moreover, this chapter provides information related to the important factors that will influence customers' choices of destinations and elicit the relevance of the various marketing strategies that are evident as part of accessing and promoting online modes. These differential marketing strategies are important to consider as they cater to the needs of varied customer segments. Challenges associated with tourism marketing are discussed, and furthermore, relevant tourism-based examples are included that reflect the changes in the tourism marketing space.
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