The tourism marketing environment consists of internal and external forces which could impact the organisations’ performance. To be successful, companies must adapt to ongoing trends and developments in their macro and micro environments. When organisations scan their marketing environment they will be in a position to deal with any possible threats from the market and to capitalise on any available opportunities. Therefore, this chapter explains the external environmental factors, including; political, economic, social and technological influences. It also considers the internal environmental factors, including; capital structures, resources, capabilities and marketing intermediaries; as it identifies competitive forces from differentiated or low-cost service providers.
CITATION STYLE
Camilleri, M. A. (2018). The Marketing Environment. In Tourism, Hospitality and Event Management (pp. 51–68). Springer Nature. https://doi.org/10.1007/978-3-319-49849-2_3
Mendeley helps you to discover research relevant for your work.