THREE MARKETING STRATEGIES FOR AOXACAN TOURIST SECTOR PYMES TOWARDS 2020

Abstract

After discussing some basic concepts on strategy, and reviewing some world tourism future trends that could have an influence on the development of the activity in Oaxaca (Mexico), the paper presents three options that could be useful for regional small and medium-sized companies (SMEs). These are: (1) to take advantage of all the potential of Internet; (2) the use of place branding and place marketing techniques; and (3) education in tourism focusing on innovation.