Naslov
New Approaches to Marketing Education in Tourism

Autori
Ozretić Došen, Đurđana

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Tourism education futures initiative: Activating Change in Tourism Education / Prebežac, Darko - Philadelphia (PA) : Temple University, 2011, 58-61

Skup
TEFI 2011 World Congress: Activacting change in Tourism Education

Mjesto i datum
Philadelphia (PA), Sjedinjene Američke Države, 18.05.2011. - 21.05.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing education; tourism education; sensory marketing; neuromarketing

Sažetak
This paper explores sensory marketing and neuromarketing in relation to tourism education. The purpose is to alert marketing educators in tourism to the need for changes in the traditional marketing curriculum by possibly integrating and/or adding new perspectives and/or approaches of sensory marketing and neuromarketing. The introduction is followed by the literature review which gives a concise overview of the characteristics of sensory marketing and neuromarketing, with special references to and arguments on how they could improve both learning and the practice of marketing in general and especially with regard to services marketing. Descriptions of critique and problems follow. The paper closes with conclusions and recommendations.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA