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Marketing performance measurement in hotels, travel agencies and tour operators: a study of current practices

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  • Attilio Bruni
  • Fabio Cassia
  • Francesca Magno

Abstract

As successful tourism firms invest heavily in marketing to defend or improve their competitive position, they increasingly need to measure their marketing performance. Previous studies related to tourism have largely focused on financial and operational performance, but the marketing perspective has been largely overlooked. Drawing on an in-depth investigation involving 12 hotel chains, 8 travel agencies and 8 tour operators, this study provides an overview of the state-of-the-art marketing performance measurements among some of the leading tourism firms in Italy. Several issues and unanswered questions are also identified.

Suggested Citation

  • Attilio Bruni & Fabio Cassia & Francesca Magno, 2017. "Marketing performance measurement in hotels, travel agencies and tour operators: a study of current practices," Current Issues in Tourism, Taylor & Francis Journals, vol. 20(4), pages 339-345, March.
    • Handle: RePEc:taf:rcitxx:v:20:y:2017:i:4:p:339-345
    DOI: 10.1080/13683500.2014.982521
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