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Details for article 181 of 198 found articles
| Title: |
The Intefrag Marketing Continuum: A Tool for Tourism Marketers |
| Author: |
McDonnell, Ian |
| Appeared in: |
Journal of travel & tourism marketing |
| Paging: | Volume 8 (1999) nr. 1 pages 25-39 |
| Year: |
1999-05-13 |
| Contents: |
The paper suggests tourism destination marketing can be represented as a continuum ranging from totally integrated marketing of a destination at one extreme and totally fragmented at the other and calls this the intefrag marketing continuum. It proposes that marketing of a tourism destination is more effective the closer it is to the integrated extreme of the continuum. It uses the marketing of Fiji and of Bali in the Australian market between 1982 and 1994 to illustrate the concept. |
| Publisher: |
Routledge |
| Source file: |
Elektronische Wetenschappelijke Tijdschriften |
Details for article 181 of 198 found articles
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