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Scanning the Tourismmarketing Environment

The analysis of the environment is one of the most outstanding issues in Tourism Marketing, due mainly to the fact that the definition of any kind of strategy to be implemented has to be guided by an accurate scanning of the relevant factors that may, in a way, condition the decision-making. With this said, the chief purpose of this paper is to apply a model that allows us to scan the tourism marketing environment on a daily basis, whose main advantage is its ability to directly measure the effects of marketing environmental factors on firm performance, the main novelty being the way the projections are measured: they are not just mere perceptions but expectation based money reactions. The results arrived at are outstanding since the model seems to catch remarkably well the different happenings detected, what implicates that this tool can notably aid in tourism scanning-related activities.