Accountability Marketing Research: An Increasingly Vital Tool For Travel Marketers

Abstract

This article on marketing research in the travel industry is the first in a series of articles written under the auspices of the U. S. Department of Commerce and authored by travel marketing and research professionals working in the travel business. The thrust of the article is to provide some "real world" help for managers in destination marketing who would like to better understand and use marketing research as a planning and evaluation tool.