Strategic marketing planning for national tourism

Abstract

The objective of this article is to present a model of tourism strategic planning in relation to product positioning, image creation and demand management. However, tourism is a complex product created as the composite of a number of key inputs. The final product has to be planned taking into consideration the peculiar characteristics of a number of divers tourism services. Finally, both public and private organisations are involved in providing the services which are required to market and sustain tourism demand.