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This paper was presented at the 2009 NAPLES FORUM ON SERVICE for Service-Dominant Logic, Service Science, and Network theories (invited speakers:
Evert GUMMESSON, Robert LUSCH, Stephen VARGO)
Robert LUSCH, Stephen VARGO, Professor, University of Hawaii, USA
The aim of this research paper is to investigate the existence of discrepancies or gaps between the actual demographic profile of visitors and providers’ estimate of this profile within the context of a tourism destination. This study is the first in marketing literature to investigate such a gap.