Informal marketing of Israel experience educational tours

Author
Cohen, E.H.

The Israel Experience educational tours attract participants primarily through informal marketing. Friends, family, and former participants are the most effective advertisers. Most participants are already connected to community networks through which informal marketing takes place. Those attracted through informal, personal channels are more satisfied with their tours than are those recruited through conventional mass media advertising.

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Cohen, E.H. (1999).

Informal marketing of Israel experience educational tours. Journal of Travel Research, 37 (3), 238-243. 

Last Updated Date : 19/07/2017