How Can Marketing Intelligence Support Tourism Companies to Increase Their Competitiveness?

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Author(s): Ronnie Figueiredo (Faculty of Tourism and Hospitality, Universidade Europeia, Spain)and Marcela S. Castro (School of Business and Social Sciences, Universidade Europeia, Spain)
Copyright: 2020
Pages: 12
Source title: Multilevel Approach to Competitiveness in the Global Tourism Industry
Source Author(s)/Editor(s): Sérgio Jesus Teixeira (Higher Institute of Administration and Languages, Portugal)and João Matos Ferreira (University of Beira Interior, Portugal)
DOI: 10.4018/978-1-7998-0365-2.ch016

Keywords: Business & Management / Business Science Reference / Hospitality, Travel & Tourism Management / Hospitality, Travel, and Tourism Management

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Abstract

In a constant evolution of the global economic sector over the past 50 years, conditions to create more job opportunities and offer business services have remained timeless in many respects but subject to significant change as well. Tourism as an international industry and as the biggest provider of jobs on the planet boasts a greater array of heterogeneous stakeholders than many other industries. It is necessary to utilize all available information resources to make decisions, especially in the age of agglomerate economies. And further attention should be given towards understanding how marketing intelligence can support tourism companies to increase their competitiveness. This chapter was developed in two phases: (1) identification and (2) analysis. A literature review was made through the electronic database Scopus.

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How Can Marketing Intelligence Support Tourism Companies to Increase Their Competitiveness?

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