Abstract
This article outlines five major issues facing tourism marketing in the 1990s. (1) Advertising must become more creative and channelled through specifically targeted media vehicles. (2) Customer expectations and service provision must be carefully matched. (3) Tourism promotion must present travel as the superior leisure time activity to ward off competition from local community leisure products and consumer durables. (4) The industry must be able to make a rapid and appropriate response to catastrophies. (5) More accurate measures of the effectiveness of marketing campaigns must be developed. Resolution of these issues will assure the industry's continued success.
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