Abstract
The issues discussed in this paper stem from the author's ongoing work in the field of tourism. The main research areas are the relationships between tour operators, the accommodation sector and National Tourism Offices with an emphasis on marketing and promotion, as well as the influence of external factors on the effectiveness of promotional activities. The connections, along these lines, between the UK and Greece are examined in a case study. The paper will illustrate the thought process underpinning the primary research for the study. Its aim is to highlight and analyse a number of methodological considerations and conscious decisions that had to be made during its course, while emphasis is given to the issues revolving around the preparation and implementation of primary research.
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