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Tourism marketing and management handbook

Introduction The literal meaning of the word strategy is 'the art of the General',
deriving from the ancient Greek word for General, 'stra- tegos'. To the tourism
manager the term strategy has come to mean the type of decision made by the
tourism company president or, at regional/country levels, on the relationships
between the organization/tourism activity and the environment. In other words,
tourism marketing strategy attempts to describe certain critical decisions that
define the ...