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Marketing Challenges in Travel, Tourism and Hospitality Industries of the European and Mediterranean Regions

Modern marketing is a management orientation and a systematic process integrating the techniques used by managers to influence demand. Further, marketing is outward looking and proactive to the changing business environment, and customers’ or visitors’ needs, expectations and behaviour. It also constitutes a response to business conditions, especially amidst fierce competitive pressures that are now found to underpin the travel and tourism markets in almost all parts of the world. The importance of marketing orientation and approach and the need for improved marketing techniques has been well documented. It is quite clear that marketing is a proactive approach to business, conducted at best within a volatile market environment.


Antecedents and moderators of golf tourists’ behavioral intentions: an empirical study in a Mediterranean destination,Britain in bloom? A study into Chinese tourists’ experience,Contrasting quality of service experience for northern and southern Mediterranean tourists,Guest editorial: Marketing challenges in travel, tourism and hospitality industries of the European and Mediterranean regions,Preferring green and rejecting “unethical” hotels,Strategic framework showcasing Greece in the Chinese tourism market,The Importance of social media on holiday visitors' choices - the case of Athens, Greece

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