(Optional) Explain the concept of relationship marketing within the travel and tourism industry.

Explanation should include the following:

• The concept of developing and maintaining personal relationships with customers or other businesses, whether face-to-face or electronically
• The importance of gathering relevant data from customers to enhance relationships
• The importance of marketing to current customers (e.g., through customized sales, occasional rewards, or established rewards programs)

Process/Skill Questions:

• What are business relationships that exist within the travel and tourism industry? How do these relationships affect customers?
• How does the concept of relationship marketing affect consumer buying decisions?
• What is the cost of lost customers?
• What are the different levels of relationships?