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Future research directions in touristry trade
Rodoula Tsiotsou
Department of Marketing and Operations Management, University of Macedonia, Thessaloniki, Greece, and

tourism merchandise

533
Received January 2010 evaluate January 2010

Vanessa Ratten
A.J. Palumbo School of Business Administration, Duquesne University, Pittsburgh, Pennsylvania, USA
Abstract
Purpose The purpose of this base is to formulate and discuss future research avenues for the marketing of tourism operate. Design/methodology/approach The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on tourism marketing. Findings The paper ?nds that there are a get along of research avenues for tourism marketing researchers and marketing practitioners to conduct investigations on but the most important areas are consumer behavior, branding, e-marketing and strategic marketing. interoperable implications The paper is relevant to tourism ?rms and destination management organizations in the development of marketing activities/capabilities to increase their customer base.



In addition, as this paper takes a global perspective it is in any case accommodative to compare different international research directions. Social implications ever-changing demographics and the aging of the global population mean different marketing approaches will be needed to market tourism services to older consumers and also consumers from developing countries such as mainland China and India. Originality/value This paper is a key resource for marketing practitioners motivationing to focus on future growth areas and also marketing academics interested in tourism marketing that want to stay at the forefront of their research area of expertise. Keywords Tourism, Marketing, Tourism development, Strategic marketing Paper type Conceptual paper

1. submission As the...



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