Relationship between marketing and community involvement: Two significant factors for tourism strategies

Abstract

In considering the development of tourism destinations in a competitive market, a comprehensive viewpoint to tourism strategies is vital and valuable. A significant element of successful tourism strategies is the ability to recognize and concentrate a wide range of key factors and their interaction. Literature relating to relationship marketing and community involvement were reviewed and revealed that the concepts of relationship marketing, as well as communities' involvement, have been the subject of much research, but from a distinct perspective. Research pertaining to the linkage between relationship marketing and community involvement for strategies of tourism development is rather limited. This work is summarized in this article and the interrelation of the two most important issues for strategies of tourism development is discussed. Therefore, the purpose of this paper is to explore the role of relationship marketing and community involvement and their noticeable interaction for tourism strategies. © 2010 WIT Press.