Informal marketing of Israel experience educational tours

Erik H. Cohen

    Research output: Contribution to journalArticlepeer-review

    21 Scopus citations


    The Israel Experience educational tours attract participants primarily through informal marketing. Friends, family, and former participants are the most effective advertisers. Most participants are already connected to community networks through which informal marketing takes place. Those attracted through informal, personal channels are more satisfied with their tours-than are those recruited through conventional mass media advertising.

    Original languageEnglish
    Pages (from-to)238-243
    Number of pages6
    JournalJournal of Travel Research
    Issue number3
    StatePublished - Feb 1999


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