ABSTRACT
In marketing practice, tourism organizations are constantly communicating, whether intentionally or unintentionally, through each personal and non-personal interaction with the public. The role of marketing is to co-ordinate all the elements under the control of the organization in order to deliver consistent messages that enhance the chosen positioning. Although it is not under the immediate control of marketing management, taking steps to influence positive ‘word of mouth’ by satisfied customers is an additional important aspect of communications activity for service businesses.
