Profiling the strategic marketing activities of small tourism businesses

Brian Edward Melville King, Paul Whitelaw

Research output: Journal article publicationJournal articleAcademic researchpeer-review

7 Citations (Scopus)


This study profiles the strategic marketing activities of small tourism businesses, by examining the extent to which they engage in specified practices which may be broadly described as “strategic.” It was found that city-based enterprises are more strategic in their emphasis than their rural counterparts, and that larger small businesses are more strategic than smaller small businesses. Businesses which engage in product packaging appear to be more strategic than those which do not. Possible explanations for the relatively low incidence of strategic marketing amongst small tourism business generally are a lack of managerial expertise and the absence of staff to whom tasks may be delegated.
Original languageEnglish
Pages (from-to)45-59
Number of pages15
JournalJournal of Travel and Tourism Marketing
Issue number4
Publication statusPublished - 14 Sep 1998
Externally publishedYes

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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