MARKETING MIX IN BUSINESS TOURISM

JULIETA TRIFONOVA

 

Abstract

The purpose of this paper is to study the specific characteristics of the marketing mix elements in business tourism. Analysis is focused on the four basic components: product, price, place and promotion. Business tourism is concerned with people travelling for purposes which are related to their work. As such, this specific sector needs various and unique techniques to market and launch the product of business tourism. Basically, the implementation of different marketing instruments involves the efforts of many organizations and experts. The final result is a fully new product aiming to gain a competitive market advantage for its creators.

 

Key words

business tourism, marketing mix, product, price, place, promotion

 

References

Doganov, D., Marketing in tourism, Princeps, Sofia, 1998

Davidson, Rob, Business Travel, Prentice Hall, 1994

Davidson, Rob and Bueleh Cope, Business Travel, Pearson Edition, 2002

Shon, Anton. The Business of Conferences, Butterworth, Heinemann, 1998

Swarbrooke, John and Horner Susan. Business Travel and Tourism, Butterworth -
Heinemann, 2001

www.businesstraveller.com

www.iccaworld.com;

www.imex-frankfurt.com;

www.meeting-planner.com;

www.pcma.org;

www.successmtgs.com;

www.unwto.org

 

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