摘要：AbstractTourism is a global phenomenon and tour operators in South Africa should have innovative marketing information systems so that they can make informed managerial decisions. Access to marketing environmental information is indicated as imperative to business success, especially for a business concern involved in a global domain. An innovative marketing information system as a management tool for South African tour operators is the focus of this study and this is based on a proposed conceptual framework of such a system.
关键词：Strategic marketing management;Innovation;Marketing information systems;Tourism;Tour Operators;South Africa
