11. On the Road: Travel and Tourism
Travel and tourism are two key revenue generators in the economy, adding nearly $1 trillion to United States coffers alone. But more than any other platform, travel and tourism rely on relationship marketing—the good word of others—to generate great results. Marketing professionals must be highly aware of all the factors influencing the consumer’s decision. In a world where one destination is looking increasingly like every other, the approach to this product must be carefully strategized, hitting all the motivating factors.
In this chapter, we examine the key components of marketing to travelers, while examining the wide variety of destinations that draw visitors in droves.
To some, the terms ...