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database marketing
Database marketing is an interactive approach
and process. It uses a computerised system �including
comprehensive, updated and relevant data on a
given tourism market) and addressable communications
media �such as mail, telephone and the
sales force). The purpose is to develop customerorientated
programmes in a personalised and costeffective
manner that can result in stimulated
demand and increased customer loyalty.
decision making
MARCO ANTONIO ROBLEDO, SPAIN
Many models have been proposed to simulate the
decision-making process for tourism-related
products. However, this is a very complicated
procedure, and it increases in complexity as more
people become involved. The concepts of image,
utility maximisation, knowledge acquisition
and others are all involved. In addition, various
socioeconomic characteristics affect decision making
in different ways.
WILLIAM C. GARTNER, USA
decision support system
A decision support system is the set of problemsolving
technology containing people, knowledge,
software and hardware successfully wired into the
management process to facilitate improved
decision making by marketing managers �Little
1979: 9±26). An executive support or information
system is a special type which combines the
reporting and inquiry functionality of marketing
information systems with analytical modelling
capabilities in a highly user-friendly form. Another
type involving multiple decision makers is called
group decision support system.
Analytical models commonly used in decision
support systems are forecasting, simulation or
optimisation models. These are either developed
with a general programming language or with a
statistical or mathematical standard software
package. Recent developments in information
technology offer software tools to incorporate
inferential and deductive reasoning and heuristic
manipulation of data �expert systems). In fastchanging
environments where expert experiences
are not available, neurocomputing and evolutionary
programming technologies have also
proved to be advantageous.
In tourism, the system is most commonly
applied to managerial decision problems. Recent
developments also focus on the optimisation of
customer services which are offered by tourist
information and reservation systems �see geographical
information system; computer reservation
systems). Its marketing applications have been
successfully introduced for agent counselling,
resource allocation problems of tourism offices,
site selection analysis and yield management
systems for hotels and transportation suppliers.
While the system helps marketers to make
decisions, it does not replace managerial judgement.
An ideal system allows a manager to