VALUE-ADDED MARKETING THROUGH RELATIONSHIP MARKETING IN TOURISM INDUSTRY

One of the most central concepts in a relationship marketing paradigm is value, which is of at least three different types, i.e. transaction value, relationship value, and added value. The internal relationships between the different types of values are not elucidated. The purpose of this research project is to study perceived value in a time perspective using the decision and consumption processes of the consumers as a contextual framework. This project is empirically related to the tourism industry, which is today one of the largest and fastest growing industry in the world.