We explain Consumer Centric Marketing (CCM) and adopt this new technique to travel context. Benefits and disadvantages of the CCM are outlined together with warnings of typical caveats Value: CCM will be expected as the norm in the travel industry by customers of the future, yet it is only the...

This article proposes a theory of direct and indirect inf luences of the Olympic Games on international tourism behavior and presents test results of the theory using a quasi-experimental research design and visitor exit data (n = 3,875 useable surveys). Key finding: among prior visitors to...

Purpose – The purpose of this paper is to explain consumer centric marketing (CCM) and adopt this new technique to travel context. The paper seeks to outline the benefits and disadvantages of the CCM together with warnings of typical caveats. Design/methodology/approach – The paper provides...