NS29 Session 25

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Title: Marketing and Service Management in Precarious Times

Organisers: Magnús Haukur Ásgeirsson & Þórhallur Gunnlaugsson

Affiliation: University of Iceland


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


Abstract submission