A Conceptual Tourism Marketing Planning Model: Part 1

The development of a customer‐orientated tourism marketing planning model is described. This model is a conceptual framework, which highlights the main variables affecting the international marketing operations of public and private tourist organisations. In particular,the methods with which pertinent information is gathered, processed and utilised by marketing executives in the multifaceted tourism environment are examined. This is an essential prerequisite to effective strategy development and implementation of plans in tourism marketing.