engleski

Tour Operator Marketing Strategies: From “Made by Tour Operators” to “Made by Tourism”

The aim of this paper is to analyse how successful the most influential European tour operators have been in transforming their marketing strategies to stay completive not only on the traditional tourism market, but more so in taking strategic positions and gaining competitive advantage in the emerging markets of organised travel (BRIC countries). To fulfil this aim, secondary data research was conducted using the annual reports and accounts of the two mega European leisure travel groups, their websites, research reports of national and international associations of travel agents and tour operators, specific tourism trade forums, relevant articles in the tourism trade press and academic journals. All available data were critically analysed and interpreted.

tour operators; competitiveness; European market; strategic positions

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