THE MARKETING MYOPIA OF TOURISTIC DESTINATIONS

Abstract

The present article is characterized as a theoretical essay that proposes a reflection about the evolution of the marketing concept and its implications on Tourism Destination Marketing. The discussing of the evolution of the marketing concept and its evolution within the context of tourism destinations revealed the existence of a strong application of the principles of two specific schools – the Administrative School and the School of Consumer Behavior - and also indicates that these schools are going to guide the main philosophical orientation of the academic mainstream of tourism. To conclude, reflections are made regarding the possible myopias existing in tourism destination marketing, which point to the need for adjustment between the areas of marketing and tourism and some perspectives of future studies that can be developed based on other approaches of marketing, such as Macromarketing.