Discussion

Levitt, T. (2004). Marketing myopia. Harvard Business Review., 82(7/8), 138-149.

1 – MKT Myopia (HBR).pdfPreview the document

Alen, E., Losada, N., & Dominguez, T. (2016). The impact of aging on the tourism industry: An approach to the senior tourist profile. Social Indicators Research, 127(1), 303-322. https://doi: 10.1007/s11205-015-0966-x
https://link.springer.com/article/10.1007%2Fs11205-015-0966-x

Verity, C. (2016, June 20). The Millennials and Catering in The Hospitality & Travel Industry.  https://www.crownverity.com/the-millennials-and-catering-in-the-hospitality-travel-industry

How can a company ensure its continued growth? In 1960 Marketing Myopia answered that question in a new and challenging way by urging organizations to define their industries broadly to take advantage of growth opportunities. The other two articles address the millennials and senior citizens and what to expect from them.  Based on these three readings, Module 1 Discussion questions are:

1) How do you feel businesses are changing to cater to the millennials and senior citizens and ensuring that they come back?

2) What obstacles would the hospitality and travel industry have to overcome to attract these groups and how could they manage to do so?

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