ACORN – a method classifying residential neighbourhoods
on the basis of who lives there, for use in marketing research
or direct mail.
Advertising – any paid form of non-personal presentation of
ideas, goods or services by an identified sponsor.
All-inclusive – a type of package holiday where one price
covers everything that guests will require in the destination,
namely accommodation, food, drink, activities and entertainment.
Allocentric – a term, coined in 1977 by Plog, which refers to
those tourists who are adventurous, outward-looking and
like to take risks.
Backpackers – term used to describe tourists who tend to be
younger people who take relatively long trips seeking out
places which are ‘off the beaten track’, making relatively little
use of the mass tourism infrastructure, and trying to minimize
Brand – the name, symbol or design, or combination of these,
that is used to identify the products or services of a producer
to differentiate them from competitors’ products or services.
Brand loyalty – the propensity or otherwise of consumers to
continue to purchase a particular brand.
Business tourism – tourist trips that take place as part of
people’s employment, largely in work time, rather than for
pleasure in people’s leisure time.
Catchment area – the geographical area from which the overwhelming
majority of an organization’s or product’s customers
Commission – money paid by a producer to an external agent who
helps the organization to sell its products, usually expressed as a
percentage of the selling price.
Competition – the process by which two or more organizations
endeavour to gain customers at the expense of the other organization
Concentrated marketing – the focusing of the marketing effort on just
one or two of the available market segments.
Consumer – the person who actually uses or consumes a product or
Consumer behaviour – the study of which products people buy,
why they buy these products, and how they make their purchasing
Critical incident – this concept suggests that the tourist’s satisfaction
or otherwise depends on what happens at times when something out
of the ordinary occurs.
Culture – the sum total of knowledge, attitudes, beliefs and customs to
which people are exposed in their social conditioning.
Customer – the person who actively purchases the product or service,
and pays the bill. The term is often used interchangeably with
‘consumer’ but they are different. For example, in business tourism, a
company is the customer as it pays for the travel services, but it is the
employee or business traveller who actively travels, and is therefore
Demand – the quantity of a product or service that customers are willing
and able to purchase at a particular time at a given price. Where there is
a desire to purchase a type of product or experience which is not currently
available, for whatever reason, we talk about latent demand.
De-marketing – action designed to discourage the purchase of particular
products or services.
Demographics – the study of population structure and its characteristics
such as age, sex, race and family status.
Desk research – the collection of secondary data in marketing research.
Destination – the country, region or local area in which the tourist
spends his or her holiday.
Determinants – the factors which determine whether or not someone
will be able to take a holiday and, if so, then what type of holiday he or
she will be able to take.
Differentiated marketing – the development of a different marketing
mix for each market segment.
Direct marketing – selling directly from the producer to the customer
without the use of intermediaries such as travel agents.
Discounting – a reduction in the list price of a product or service to
Disposable income – the money which remains once all expenditure
has been subtracted from the income of an individual or family.
Distribution – the process by which products and services are made
available to customers by producers.
Domestic tourism – tourism where the residents of a country take
holidays as business trips wholly within their own country.