Publication Date: January 1999
Publisher: Sage Publications, inc.
Author(s): Erik H. Cohen
Research Area: Culture and religion; Education
Keywords: World Jews; Israel experience
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.