Tourism is a global phenomenon with an incomprehensibly massive infrastructure. Its importance is evident from its all-pervasive influence on society, politics, and culture and, above all, economy. The demand for tourism defines tourism-related business decisions; the demand, in turn, it is affected by general changes in consumer attitudes and changes in the tourism industry itself.
While companies and governments, tour operators, hotels, airlines, and leisure facility providers are all interested in the demand for their products by tourists, there are a number of issues that constrain the industry’s growth:
- Lack of adequate marketing and promotion
- Service levels
- Comprehensive research on customer/traveller expectations