THE MARKETING MYOPIA OF TOURISTIC DESTINATIONS

Authors

  • Danielle Fernandes Costa Machado UFRGS
  • Mirna de Lima Medeiros FEARP/USP
  • Fernando Bins Luce UFRGS

Keywords:

Marketing, Tourism, Tourism Destination

Abstract

The present article is characterized as a theoretical essay that proposes a reflection about the evolution of the marketing concept and its implications on Tourism Destination Marketing. The discussing of the evolution of the marketing concept and its evolution within the context of tourism destinations revealed the existence of a strong application of the principles of two specific schools – the Administrative School and the School of Consumer Behavior - and also indicates that these schools are going to guide the main philosophical orientation of the academic mainstream of tourism. To conclude, reflections are made regarding the possible myopias existing in tourism destination marketing, which point to the need for adjustment between the areas of marketing and tourism and some perspectives of future studies that can be developed based on other approaches of marketing, such as Macromarketing.

Author Biographies

  • Danielle Fernandes Costa Machado, UFRGS

    Doutoranda no Programa de Pós-Graduação em Administração da UFRGS, Professora tutora e Professora Assistente no curso de Turismo da UNIPAMPA

  • Mirna de Lima Medeiros, FEARP/USP
    Mestranda no Programa de Pós-Graduação em Administração de Organizações
  • Fernando Bins Luce, UFRGS
    PhD e Mestre em Administração, Professor Titular

Published

23.01.2012

Issue

Section

Papers/Extended Abstracts in Portuguese

How to Cite

Machado, D. F. C., Medeiros, M. de L., & Luce, F. B. (2012). THE MARKETING MYOPIA OF TOURISTIC DESTINATIONS. Tourism & Management Studies, 654-663. https://www.tmstudies.net/index.php/ectms/article/view/231

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