Author(s)

S. F. Mostafavi Shirazi & A. P. Mat Som

Abstract

In considering the development of tourism destinations in a competitive market, a comprehensive viewpoint to tourism strategies is vital and valuable. A significant element of successful tourism strategies is the ability to recognize and concentrate a wide range of key factors and their interaction. Literature relating to relationship marketing and community involvement were reviewed and revealed that the concepts of relationship marketing, as well as communities’ involvement, have been the subject of much research, but from a distinct perspective. Research pertaining to the linkage between relationship marketing and community involvement for strategies of tourism development is rather limited. This work is summarized in this article and the interrelation of the two most important issues for strategies of tourism development is discussed. Therefore, the purpose of this paper is to explore the role of relationship marketing and community involvement and their noticeable interaction for tourism strategies. Keywords: relationship marketing, community involvement, loyalty, revisit, recommendation, tourism strategy. 1 Introduction Global competitiveness in the tourism sector is the main theme in tourism strategies in the twenty-first century. The quality of basic elements in a tourist destination is an important aspect for achieving competitive advantages, but may not be enough. Nowadays, retaining tourists by developing relationships with them, as well as creating loyalty, are requisite to achieving competitive advantages. The purpose of this article is to discuss relationship marketing as a

Keywords

relationship marketing, community involvement, loyalty, revisit, recommendation, tourism strategy