engleski

Changes in Marketing Strategies of European Tour Operators

The changes in the marketing strategies of tour operators towards their clients have their roots in the system of global competition on the tourism market. Tendencies towards individual tourist life have not removed package holidays from the tourism market, but have oput pressure on tour operators to diversify their products in order to satisfy more sophisticated consumers. The development trends of the tour operating business are increasingly leading to stronger pressure being put on the marketing strategies of tour operators. This is the result not only of very strong competition between tour operators, but also between tourism destinations on all levels and of the higly expressed individualization of tourism travel.

tour operators, marketing strategies, diversification, package holidays, mass tourism

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