Electronic internal marketing for tourism: A new tourism marketing approach

Abstract

The tourism industry has been becoming the main business in Japan. In tourism industry, public relations from tourist areas is important to attract tourists, however, it has not been sufficiently performed in Japanese tourism industry. It is also common knowledge that tourism information systems with ICT (Information and Communication Technologies) are effective for such the activities. Therefore, we have proposed a tourism marketing technique utilizing ICT based on the concepts of service marketing. In the service marketing field, it is said that internal marketing to employees will be possible to provide high-quality services. Thus our tourism marketing technique electronically approaches local residents and local firms, which are the employees in the case of tourism.