Marketing Orientation in the Service of Incoming Tourism

Incoming tourism is one of Great Britain′s biggest revenue earners, but a previous study by the authors suggested that there was a low level of marketing orientation in some of the companies which provide the service. The nature of incoming tourism is examined and a further study, by the authors, into the marketing orientation of some of the companies involved is reported. On the whole, this is found to be extremely low. The survey results are related to the nature of the industry itself. The question as to whether the marketing of service needs to be approached differently from the marketing of products is considered.