✦ LIBER ✦

Marketing practice in small tourism and hospitality firms

✍ Scribed by Martin Friel

Publisher: John Wiley and Sons
Year: 1999
Tongue: English
Weight: 136 KB
Volume: 1
Category: Article
ISSN: 1099-2340
DOI: 10.1002/(sici)1522-1970(199903/04)1:2<97::aid-jtr136>3.0.co;2-2

No coin nor oath required. For personal study only.

✦ Synopsis

There has been a paucity of research into the marketing practices and approaches of small tourism and hospitality ®rms, until the 1990s. This paper goes some way towards improving knowledge in this area by reporting the ®ndings of the ®rst national survey of small tourism and hospitality ®rms in the UK. Four key areas of marketing practice are highlighted: marketing planning, promotion methods, pricing methods and marketing research. The paper concludes that although a great deal of small hospitality and tourism ®rm marketing may be characterised as haphazard and unsophisticated, there is much to commend it in the UK.

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