Author(s): Drosos Dimitrios*, Kyriakopoulos L. Grigorios, Gkika C. Eleni, Tsotsolas Nikolaos, Komisopoulos Faidon,
In recent decades, tourism has been an ever-growing industry that attracts millions of tourists who travel around the world with different motivations and needs. Tourism is considered as one of the fastest and largest growing global economic sectors. Marketing is a concept that defines, identifies, produces, and measures services, and goods to satisfy the needs and desires of customers (Kotler, 1999). On the other hand, customer satisfaction is of particular importance for the concept of marketing, with elements of strategic links between satisfaction and overall service delivery (Truch, 2006). This research aims to analyze the linkage between customer satisfaction and marketing in the tourism industry. The special focus on the literature review emphasizes critically analyses the literature on tourist products, marketing, marketing mix, and customer satisfaction in the tourism industry.