MARKETING MANAGEMENT TRENDS IN TOURISM AND HOSPITALITY INDUSTRY:

FACING THE 21ST CENTURY ENVIRONMENT

IBRAHIM SAMSON

Department of Marketing

Federal Polytechnic, Idah, Kogi State, Nigeria

E-mail: samsonibrahim44@yahoo.com

ABSTRACT

The new dynamics of the twenty-first century led to a new competitive environment in the field of tourism and hospitality business. This scenario is driving the industry to adopt new strategic marketing options and operational marketing processes. At first, as introduction the paper identifies and reflects, in general, the new and main principles of the macro environment of tourism businesses, taking a STREP analysis matrix as a reference After describing the above scenario, (the paper focuses on the major changes on the level of the tourism and hospitality micro environment, outlining the main changes and trends in the demand and supply side. Finally, the paper presents a set of reflections and trends on the strategic and operational marketing management of tourism and hospitality businesses, expression of the new (macro and micro) environment. In order to support the trends suggested, different case studies based on international hospitality companies are presented and analyzed.