A Case Study on the Prospects of Customer-Brand Relationship in Tourism

Abstract

The travel and tourism industry is struggling to gain markets' share and sustain profitability in today's fiercely competitive and economically demanding environment. The industry should develop new ways to manage their customer relationship to optimize customer loyalty and revenues. Customer retention is an integral aspect of sales planning. It is a known fact in the marketing circles that it costs companies three to four times more to find new customers than to retain existing ones. This research paper deals with a case study of the prospects of customer brand relationship scenario of some popular tour operators in Bangalore analysed with the help of qualitative interviews, Literature findings and through a constructive approach to understand Customer Brand Relationship in tourism