Page 39 - Introduction to Tourism

The managerial approach is fi rm-oriented

(microeconomic), focusing on the management

activities necessary to operate a tourist

enterprise, such as planning, research, pricing,

advertising, control, and the like. It is a popular

approach, using insights gleaned from other
approaches and disciplines. Although a major

focus of this book is managerial, readers will
recognize that other perspectives are also being

used. Regardless of which approach is used to
study tourism, it is important to know the

managerial approach. Products change,

institutions change, and society changes; this

means that managerial objectives and

procedures must be geared to change to meet

shifts in the

tourism environment. The Journal of Travel

Research and Tourism Management, leading

journals in the fi eld, both feature this approach.

Economic Approach

Because of its importance to both domestic and

world economies, tourism has been examined

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