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UK tour operator strategies: causes and consequences

โœ Scribed by Mary Klemm; Lynn Parkinson

Publisher
John Wiley and Sons
Year
2001
Tongue
English
Weight
134 KB
Volume
3
Category
Article
ISSN
1099-2340

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โœฆ Synopsis

Abstract

This paper is an investigation of the competitive strategies of British tour operators and their impact on the image and quality of tourist destinations. The strategies considered are the vertical integration of tour operators with travel retailers and airlines, pricing and contracting systems in the resort, and developments in market segmentation. The authors also consider the rationale, development and impact of tour operator branding, a strategy that has accelerated the trend towards standardised holiday products. The study concludes by outlining policies to counteract the negative effects of tour operator strategies and work towards a more fruitful partnership between mass market tour operators and tourist destinations. Copyright ยฉ 2001 John Wiley & Sons, Ltd.

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