| Abstract: | This paper views three marketing communications elements as critical in building and retaining repeat visitors: external, internal and word-of-mouth messages. The paper provides a conceptual model that links these communication elements to the phenomenon of repeat travel purchase behavior. The authors emphasize the importance of repeat customers to tourism services and explore why and how each type of marketing communication has an impact on these visitors. Finally the paper suggests ways tourism supplier services can attempt to strategically manage these functions. |
