COMMUNICATION MIX. This involves all communication that takes
place between the hospitality operation and the consumer. It includes advertising,
marketing research, and feedback about consumer perceptions. The
communication mix should be viewed as a two-way communication link,
rather than as a simple one-way link with the hospitality operation communicating
to the consumer. This two-way link allows for the traditional advertising
and promotion that flow from the seller to the buyer, but it also
allows for marketing research and other data collection vehicles. In these cases,