Developing a Strategic Marketing Plan for a Small Tourism Firm

Abstract

Because of the dearth of both financial and managerial resources, many small tourism f m s are constrained to develop a competitive marketing strategy. They are continuously challenged by major multinational chains in the tourism industry both in marketing orientation and competitive advantages. This paper is designed to acquaint entrepreneurs and managers of such small tourism firms with the basics of marketing and offers practical hands-on advice on how to develop a suitable marketing strategy for competing effectively in the contemporary environment.