Abstract
The present case study examines a community’s market responsiveness to tourism. The current axiom in business is that individual organizations must be responsive to customer needs; whether the same holds true for communities as a unified tourist offering is less clear. A mixed methods approach is used to determine whether an award-winning tourism community exhibits the three criteria for market orientation (Slater & Narver, 1999). The findings suggest that market responsiveness as described in the literature may not be a requirement for success when examining communities rather than individual firms.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2017.070104
Publication Date
4-2017
Recommended Citation
Hollingsworth, Les (2017). Community-level market responsiveness to tourism. Journal of Applied Marketing Theory, 7(1), 57-79. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol7/iss1/4