Title: (Optional) Explain the concept of relationship marketing within the travel and tourism industry.
Course: Travel and Tourism Marketing (16151) > Section: Marketing the Travel and Tourism Product and Service

Explanation should include the following:

- The concept of developing and maintaining personal relationships with customers or other businesses, whether face-to-face or electronically
- The importance of gathering relevant data from customers to enhance relationships
- The importance of marketing to current customers (e.g., through customized sales, occasional rewards, or established rewards programs)

Process/Skill Questions:

- What are business relationships that exist within the travel and tourism industry? How do these relationships affect customers?
- How does the concept of relationship marketing affect consumer buying decisions?
- What is the cost of lost customers?
- What are the different levels of relationships?