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This section presents basic definitions, concepts, themes, issues, methods, perspectives and institutions related to tourism. Database marketing is an interactive approach and process. It uses a computerized system and addressable communications media. A decision support system is the set of problem-solving technology containing people, knowledge, software and hardware successfully wired into the management process to facilitate improved decision making by marketing managers. Democratization is the process whereby the opportunity to participate in tourism, which until 1850s was a socially selective activity, has become available to the majority of the people in the developed societies who wish to do so. Denotation is the process by which the attention of an observer is drawn to the meaning of terms. Diet is a generic term encompassing the range of variety of food which an individual consumes over a period of time, determined by a number of factors. Differentiation occurs under modernity when activities performed within some functional realm split up as industrial society becomes increasingly specialized and heterogeneous. Direct marketing is a measurable marketing technique that involves communicating with pre-identified audience, using one or more media in order to achieve a specific market response within a defined time frame.

This section presents basic definitions, concepts, themes, issues, methods, perspectives and institutions related to tourism. Management accounting in the hospitality sector is the communication of accounting and financial information to internal managers within its enterprise, and the valuation of the latter from a financial perspective. The management contract is a business format which separates ownership from operation. In the hotel industry it has provided the opportunity for much-needed capital to fund the demand for new construction in world markets. Manpower development is an umbrella term which is used to cover a number of activities, including education, training, staff development and human resource development. Maps are used in tourism advertising at the pre-trip stage as a complement to the invitation to travel and during the visit as a zoning device for itineraries and tours. Marginality is the state of being on the periphery or fringe of a location, culture, society or situation. Market segmentation is the prerequisite for selective market operation. It means splitting consumer markets into homogenous subgroups of consumers. A marketing audit is a comprehensive, systematic, independent and periodic examination of a company's marketing environment and activities.

This section presents basic definitions, concepts, themes, issues, methods, perspectives and institutions related to tourism. Accessibility refers to the ease of difficulty of taking advantage of an opportunity. Accommodation is term used to encompass the provision of bedroom facilities on a commercial basis within the hospitality/tourism industry. Acculturation is a concept that has been closely associated with American anthropology, but has also been in sociology, psychology and elsewhere. The term gained currency in the late 19th century as a way of looking at a certain kind of culture change. Adventure tourism involves trips with the specific purpose of exploring a new experience, often involving perceived risk or controlled danger associated with personal challenges, in a natural environment or exotic setting. Advertising is a commercial or paid communication using one or more media other than personal selling, face-to-face meetings of salespersons and customers. The purpose of the African Travel Association is to promote African destinations, particularly in the North American market. Established in 1975, it is an international non-profit, non-political industry association. Airline distribution systems are the means by which airlines make their flight capacity available to customers for purchase. Airlines tend to use a variety of distribution channels to reach customers, often a mixture of both direct and indirect means.