The Concept of Analyzing The Marketing Orientation of Touroperators on The European Market
The Concept of Analyzing The Marketing Orientation of Touroperators on The European Market

Summary/Abstract: The implementation of the marketing concept to company activities lead to adopting a marketing orientation which enables achieving a long-term competitive advantage. Taking into consideration the position of tour operators in the tourism market structure, that is between partial tourism service providers and sales agents and final consumers, and simultaneously this highly competitive market in the global conditions, it is deemed that tour operators are characterised by a high level of marketing orientation.

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