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Essay / Research Paper Abstract
This 3 page paper looks at how relationship marketing may be used in tourism, focusing on the use to market countries as destinations using the examples of Egypt and Dubai. The advantages and disadvantages as well as application are included. The bibliography cites 6 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEcrmtor.rtf
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Unformatted sample text from the term paper:
revived and expanded is a challenge, It maybe argued that relationship marketing has a valuable role to play. Relationship marketing is a tool that has developed to aid long
term relationships between suppliers and purchasers; a customer orientated approach (Kotler, 2003). Unlike many other forms of marketing the focus is not sales led and can be seen as a
more mature marketing form (Vellas and B?cherel, 1999). It is also argued that although it is a model where there are universal applications, it is also one that has the
greatest value creation in a market where the consumer has short term goals and low switching costs (Jackson, 1991). Tourism may be seen as a long term plan by
consumers, planning an holiday in advance thinking about the purchase before making and following a decision in terms with the piecemeal model of decision making, where there is proactive consideration
of the different options and active comparison (Hadjimarcou et al, 1999). However, for a holiday maker thinking of taking a holiday the transfer costs may be very low, especially as
decision may only be made a few months ahead of time. And to change between one country and another, prior to the purchase being made has no switching costs.
The advantage of relationship management in the tourism industry is the ability to manage the customers. These are countries that need to gain new and return visitors, therefore relationship marketing
can begin form the very start of a contact. This may mean increasing information flow for those who make enquirers, possibly counteracting many of the security concerns, emphasising the value
of the resorts or the advantages of the locations. Thee may need to be differentiation made between customers at different stages of the lifecycle. Ford (1980), argues that there are
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