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Tour leaders and Marketing in Travel and Tourism. An inextricable link

Ourania Vitouladiti

Abstract: In an era where potential tourists seek a refined experience and demand quality through the purchase of a package tour, the role and the duties of the tour leader become more important than ever. Tourists today take for granted the services promised to them via a GPT but they seek or aim for the experience. As experience is a basic resource of tourism, it is easily understood that a person who can facilitate this process, can be a valuable asset.  This paper aims to record, remind and underline the roles, the tasks and the characteristics of the tour leader as a differentiating element of the tour operator’s basic product, the package tour. It will also demonstrate the possible competitive advantage it can offer in the case of homogeneous products. Moreover, by analyzing secondary data it aims to contribute to the enrichment of the limited literature on the subject. 

Additional Info

  • Author(s) Name: Ourania Vitouladiti[1]
  • Author(s) Affiliation: [1]Department of Business Administration: Tourism and Hospitality Management Technological Educational Institute, Athens, Greece Faculty of Management and Economics
  • Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Keywords: tour leader, GPT (group package tour), tour operator, tourism marketing, competitive advantage
  • Article Type: Research
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