Premium
Marketing practice in small tourism and hospitality firms
Author(s) -
Friel Martin
Publication year - 1999
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/(sici)1522-1970(199903/04)1:2<97::aid-jtr136>3.0.co;2-2
Subject(s) - hospitality , marketing , tourism , business , promotion (chess) , hospitality management studies , marketing research , marketing management , marketing effectiveness , marketing mix , return on marketing investment , political science , politics , law
There has been a paucity of research into the marketing practices and approaches of small tourism and hospitality firms, until the 1990s. This paper goes some way towards improving knowledge in this area by reporting the findings of the first national survey of small tourism and hospitality firms in the UK. Four key areas of marketing practice are highlighted: marketing planning, promotion methods, pricing methods and marketing research. The paper concludes that although a great deal of small hospitality and tourism firm marketing may be characterised as haphazard and unsophisticated, there is much to commend it in the UK. Copyright © 1999 John Wiley & Sons, Ltd.