By J Christopher Holloway; Dawsonera

ISBN-10: 1405871148

ISBN-13: 9781405871143

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Probably the most salutary changes in attitudes were created by the need of tour operators to comply with the Trade Descriptions Act (1968) in Britain, and later, the European Union’s Package Holiday Regulations (1992). Tour operators were required to take more responsibility for the services they provided, careless overbooking was restrained, accuracy in brochure descriptions became legally enforceable. Positive moves were made by tour operators to create even greater consumer confidence by offering substantial cash compensation if failure to provide accommodation occurred.

Social critics point to the emphasis that marketers place on material values by playing on consumer emotions in order to build an acquisitive society where wants, rather than needs, are manipulated, with the consumer led to believe that the possession of more and more goods and services is the key to a happy and successful life. As one critic puts it, marketers first persuade you that you have a problem, and then tell you they can help you to solve it! Defending their role, marketers argue that in creating growth they are helping to create employment and wealth; that Britain’s failure to compete against foreign products will lead to its becoming an impoverished country without political power or influence, with the British way of life dominated by its more successful neighbours.

Social critics point to the emphasis that marketers place on material values by playing on consumer emotions in order to build an acquisitive society where wants, rather than needs, are manipulated, with the consumer led to believe that the possession of more and more goods and services is the key to a happy and successful life. As one critic puts it, marketers first persuade you that you have a problem, and then tell you they can help you to solve it! Defending their role, marketers argue that in creating growth they are helping to create employment and wealth; that Britain’s failure to compete against foreign products will lead to its becoming an impoverished country without political power or influence, with the British way of life dominated by its more successful neighbours.

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Marketing for tourism by J Christopher Holloway; Dawsonera


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