Tourism SMEs are often the backbone of the tourismindustryand their marketing efforts have an impact on theperceived image of a destination. SME marketing istherefore important to the success of the companyitself, as well as destination competitiveness. Relationship- including network marketing appear tobe suitable marketing tools for tourism SMEs, whichoften operate internationally. Theresearch aim of this paper is therefore to find outwhether cultural differences play a role ininternational relational network marketing oftourism SMEs, in order to determine if, and how, theprocesses need to...
Tourism SMEs are often the backbone of the tourismindustryand their marketing efforts have an impact on theperceived image of a destination. SME marke...