Restricted accessOtherFirst published online 1995-1
The effective marketing of small-scale tourism enterprises through national stuctures: Lessons from a two-way comparative study of farm tourist accommodation in the United Kingdom and New Zealand
The paper stems from PlID research conducted at the School of Hotel and Catering Marlagelltellt, Oxford Brookes University.
Small-scale tourism enterprises are subject to marketing problems caused by their relative isolation. National structures, the progressive development of successive levels into all integrated national structure, facilitate the effective marketing ofsutch small-scale enterprises, enabling more efficient use of limited marketing resources, linkage into the glohal tourism system, and absorption of tourist members. This paper aims to demonstrate tlhe ability of national strutctures to solve problems, and to present the strengths alld weaknesses of two differerlt national structures, so that other small-scale enterprises might benefit. Farm tourist accommodation is a prime example of small-scale tourism enterprises. The paper focuses on a two-way comparative study of the national structures established for the marketing of farm tourist accommodation in the United Kingdom and New Zealand.
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