A proposal to analyze tourism from a macromarketing perspective
DOI:
https://doi.org/10.18046/j.estger.2019.152.3262Keywords:
macromarketing, tourism, marketing system, equilibrium of systemsAbstract
This theoretical essay aims to discuss the macromarketing concept in tourism from a systemic perspective. Firstly, discussions about tourism and ethics in macromarketing are presented, encompassing the concept and elements of the aggregate marketing system, the purpose and general principle of equilibrium, the activity of tourism as an aggregate system of marketing, and the ethics in macromarketing as a foundation for equilibrium. Secondly, a theoretical construction of the Aggregate Touristic-Marketing System (SAMTur) is proposed. It is concluded that the adopted perspective helps with the systemic analysis of the touristic-marketing systems’ functioning. Therefore, there is an advance, theoretically, in relation to the systemic view of tourism since we include a macromarketing lens for analyzing tourism.
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