観光経営戦略の新たな枠組みとマーケティングの役割－ステークホルダー・アプローチ－

抄録

The aim of this paper is to apply a stakeholder approach to formulating and implementing the business strategy in the tourism business. Tourism organization is a multifunctional entity of providing interest and influence to parties other than target tourists. This interest and influence groups－tourist, travel agent, government, environment protection group, and other－, are so-called “stakeholders”. The business environment for the tourism organization is recognized as a network of dynamic relationships connecting the stakeholder groups. Thus the starting point for the business strategy as a creative adaptation to environment, is to define the stakeholders and their needs. And similarly to supply attractive offers to tourists, the tourism organization needs to prepare a specific solution program to gain the desired responses from stakeholders. Marketing managers thus must take an enlarged view of the task and role of marketing. In this approach, it is revised to a marketing perspective as the relationship marketing.