As successful tourism firms invest heavily in marketing to defend or improve their competitive position, they increasingly need to measure their marketing performance. Previous studies related to tourism have largely focused on financial and operational performance, but the marketing perspective has been largely overlooked. Drawing on an in-depth investigation involving 12 hotel chains, 8 travel agencies and 8 tour operators, this study provides an overview of the state-of-the-art marketing performance measurements among some of the leading tourism firms in Italy. Several issues and unanswered questions are also identified.

(2017). Marketing performance measurement in hotels, travel agencies and tour operators: a study of current practices [journal article - articolo]. In CURRENT ISSUES IN TOURISM. Retrieved from http://hdl.handle.net/10446/117424

Marketing performance measurement in hotels, travel agencies and tour operators: a study of current practices

Bruni, Attilio;Magno, Francesca
2017-01-01

Abstract

As successful tourism firms invest heavily in marketing to defend or improve their competitive position, they increasingly need to measure their marketing performance. Previous studies related to tourism have largely focused on financial and operational performance, but the marketing perspective has been largely overlooked. Drawing on an in-depth investigation involving 12 hotel chains, 8 travel agencies and 8 tour operators, this study provides an overview of the state-of-the-art marketing performance measurements among some of the leading tourism firms in Italy. Several issues and unanswered questions are also identified.
articolo
2017
Bruni, Attilio; Cassia, Fabio; Magno, Francesca
(2017). Marketing performance measurement in hotels, travel agencies and tour operators: a study of current practices [journal article - articolo]. In CURRENT ISSUES IN TOURISM. Retrieved from http://hdl.handle.net/10446/117424
File allegato/i alla scheda:
File Dimensione del file Formato  
Marketing performance measurement in hotels travel agencies and tour operators a study of current practices.pdf

Solo gestori di archivio

Versione: publisher's version - versione editoriale
Licenza: Licenza default Aisberg
Dimensione del file 332.11 kB
Formato Adobe PDF
332.11 kB Adobe PDF   Visualizza/Apri
Magno 117424.pdf

Open Access dal 23/12/2015

Versione: postprint - versione referata/accettata senza referaggio
Licenza: Creative commons
Dimensione del file 529.92 kB
Formato Adobe PDF
529.92 kB Adobe PDF Visualizza/Apri
Pubblicazioni consigliate

Aisberg ©2008 Servizi bibliotecari, Università degli studi di Bergamo | Terms of use/Condizioni di utilizzo

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10446/117424
Citazioni
  • Scopus 16
  • ???jsp.display-item.citation.isi??? 12
social impact