Abstract
Tourism has emerged as a major industry throughout the world. Yet, as was demonstrated at the Globe '90 Conference on Tourism in Vancouver, Canada, in March 1990, there is considerable criticism of the impact has had on host communities. This article is written from a European perspective with particular reference to package holidays. Companies and governments in tourism have applied only part of the marketing mix to tourism, ie promotion, with little attention being paid to the other components of marketing, but if tourism is to survive by generating satisfaction among interacting tourists and hosts, it must adopt societal marketing strategies.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
