Tourism Marketing and Globalization

Tourism marketing has gone through fundamental changes: the pursuit of global strategies based on strategic alliances, the breakdown of commercial borders and advances in new technology have all facilitated the commercialisation of tourism products. Challenge set by computerized telecommunications within the globalization process has been forcing companies in the travel trade to merge, thus transforming them into mega-enterprises, because this is the only way to respond to enormous and increasing quantities of travelers safeguarding competitiveness