Annotation
A marketing strategy also serves as the foundation of a marketing plan. A marketing plan contains a set of specific actions required to successfully implement a specific marketing strategy. For example: "Use a low cost product to attract consumers. 0nce our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service." Most of the tourism activity also involves economic costs, including the direct costs incurred by tourism businesses, government costs for infrastructure to better serve tourists, as well as congestion and related costs borne by individuals in the community. Community decisions over tourism often involve debates between industry proponents touting tourism's economic impacts (benefits) and detractors emphasizing tourism's costs. The hotel business has changed enormously over the last 30 years, embracing special niche forms of lodging, new ways of segmenting markets brand proliferation and consolidation, new tools for acquiring customers distribution innovations and globalization. These changes in markets and in ways hotels relate to and capitalize on them have put new demands on marketing. It can thus be seen that the book will be useful for all those engaged in the tourism and hospitality business, teachers and professionals and students who have opted for this challenging career and are determined to make a success of it.
