Abstract:

It has often been suggested that marketing in the service trades bears no relation to conventional package goods. However, to give one example, there is considerable evidence that the most successful operators in the tourist industry in recent years have been those who have used the techniques developed in the food and drug business. These successes cover a wide range of travel services such as airlines, travel agents, car rental companies, package-tour operators and hotel chains. This paper gives as a case history the development of a new promotional campaign for a national tourist board.