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Autor
Chowdhary Nimit (Indian Institute of Tourism and Travel Management)
Tytuł
Does It Make Sense to Sell Destination to Internal Publics?
Źródło
Current Issues of Tourism Research, 2014, vol. 4, nr 2, s. 13-18, tab., bibliogr. 26 poz.
Słowa kluczowe
Turystyka, Marketing, Marketing turystyczny, Promocja turystyki
Tourism, Marketing, Tourism marketing, Promotion of tourism
Uwagi
summ.
Kraj/Region
Indie
India
Abstrakt
This paper talks about a unique concept of educating stakeholders to be more sensitized towards tourists. In academic world this is an internal marketing intervention. The idea is that a tourist's experience at any destination to a large extent depends upon the how the stakeholders including the local community behave with them. While most countries talk about an external marketing campaign, in India, besides the popular external marketing campaign of "Incredible India", there is an internal marketing campaign popularly known as "Atithi devo bhava". Internal marketing calls for educating the stakeholders for an understanding of the destinations' tourism objectives, operational priorities on one hand, and impact of this effort on the values, beliefs, priorities and culture of the stakeholders on the other. The present study tries to investigate the affects of internal promotional campaigns on the perception of general public who are the internal stakeholders at the destination.(original abstract)
Pełny tekst
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Bibliografia
Pokaż
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ISSN
2048-7878
Język
eng
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