Factors affecting tourism demand

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  Definition of tourism demand Tourism demand refers to the total number of people who travel or wish to travel, and use tourist facilities and services at places away from their places of work or residence (Cooper et al. 1993). For a better understanding of tourism demand, it is useful to differentiate between the demand for travel to a destination and the demand for particular tourism related products or services within the destination e.g. hotel rooms, restaurant meals, tours etc. Factors affecting tourism demand Tourists are of many different types. […]

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Service – definition and characteristics of a service

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What is a service? You experience services here and there, don’t you?  You may already know that a service is intangible – something you experience, but can’t touch, see, taste or hear. Today’s world economy is increasingly characterised as a service economy. Many countries around the world have seen an increase in growth, share, and importance of service industries in their economies. So, the topic of service marketing has its own merits and needs detailed discussions. Characteristics of a service Services have four key characteristics i.e. intangibility, inseparability, perishability, and […]

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Hospitality marketing – definition and importance

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Definition of hospitality marketing Before we talk about what hospitality marketing is, let’s focus on what marketing as a concept means in general. According to the American Marketing Association (2013) marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The main theme emerges from this definition is that marketing is about understanding and addressing customers’ needs and desires which not only benefits customers but also the society at large. Hospitality marketing is about […]

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Tourism marketing – definition and importance

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You go on holidays every now and then, don’t you? I am sure you do. I am curious about what impacts on your selection of a destination. Perhaps, someone told you about it. Perhaps, you have seen adverts on different types of media. You might know many organisations and individuals who promote destinations and attractions within through advertising or other forms of tourism marketing. So, let’s have a brief discussion on tourism marketing. Definition of tourism marketing According to the Chartered Institute of Marketing (2003), a leading authority of marketing […]

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Marketing mix of McDonald’s – McDonald’s marketing mix

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  You may already know that marketing mix is a very important topic in marketing. The purpose of this article is therefore not to provide you with detailed information on what marketing mix is; rather to focus on the marketing mix of McDonald’s. However, if you have not read about marketing mix before, you should find our article  4Ps of marketing useful. Introduction to McDonald’s McDonald’s, a fast food restaurant, was founded in USA in 1940. It opened its first restaurant in the UK in 1974. There are over 1,200 […]

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McDonald’s SWOT – a SWOT analysis of McDonald’s

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McDonald’s SWOT – a SWOT analysis of McDonald’s McDonald’s, a fast food restaurant, was founded in USA in 1940. It opened its first restaurant in the UK in 1974. There are 1,200 McDonald’s restaurants across the UK and Northern Ireland which employ approximately 85,000 people. There are over 34,000 restaurants worldwide which serve approximately 69 million people a day. McDonald’s has approximately 1.9 million employees who work on both full-time and part-time basis (McDonald’s, 2015). The restaurant has its own strengths and weaknesses. The discussion that follows includes a SWOT […]

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