PUBLICATIONS

MARKETING FOR TOURIST COMPANIES

SMEs in the hotel sector which are still in search of an identity need specific, well defined marketing strategies different to those of large hotels, as they focus on a personal approach.

But how can a limited budget be rationalised and allocated to marketing and communications? How can we deal with an increasingly specific market?

This is a simple and clear operational guideline for a sector undergoing major expansion. The tourist industry represents one of the strongest sectors of the Italian economy. Although tradition, hospitality and honesty have always been the strong point of SMEs in the hotel sector in the past, the sector is now confronted by a double threat: increasingly fierce competition from abroad and a market homologation which is seeing the same offers repeated by thousands of companies throughout the country.

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