NS29 Session 24
29th Nordic Symposium on Tourism and Hospitality Research
Shaping mobile futures: Challenges and possibilities in precarious times
21-23 September 2021
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Title: Marketing and Service Management in Precarious Times
Organisers: Magnús Haukur Ásgeirsson & Þórhallur Örn Guðlaugsson
Affiliation: University of Iceland
Description
Understanding the market situation and accordingly planning their service offerings, is essential for tourism firms and destinations. This calls for vigorous comprehension of imminent changes in customer behaviour, in stakeholders’ views and competitors focus. In order to successfully compete on the market, contribute to sustainable growth and wellbeing of the society at large, firms and destinations need to act responsibly. They need to look to the future, drawing learnings from the past and intensively search for ways to participate and/or becoming part of the solution.
Marketing and service management is understood in different ways by scholars and practitioners. While marketing is often framed as simply promotion and sales, research is increasingly emphasising service management as a part and parcel of successful marketing efforts. Therefore, we welcome a broad spectrum of academic contributes that address and provide diverse insights of performing service and marketing in tourism
Possible themes, not exhaustive, may include
- Marketing activities
- Internal marketing
- Responsible marketing
- Destination Image
- Service quality and performance
- Service culture
Borgum v/Norðurslóð
600 Akureyri, Iceland