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Journal of Vacation Marketing, Vol. 5, No. 2, 117-123 (1999)
DOI: 10.1177/135676679900500201

Tourism and the millennium bug: Prepared for the bug’s bite?

Bruce Prideaux

Department of Hospitality Tourism and Property Management at the University of Queensland, Australia, b.prideaux{at}mailbox.uq.edu.au

As the year 2000 draws closer, increasing media attention is being given to the Year 2000 problem or Millennium bug. Consumers are likely to be bombarded by media reports of doom and gloom about the problem. Media sensationalism may reach new heights with ‘what if’ stories of non-compliant planes falling from the sky and ticketing systems going haywire. And who is to say that three might not be more than a grain of truth in such stories? This article discusses possible impacts of the problem and identifies strategies that tourism marketers may implement to counter the Y2K bug.

Key Words: Y2K problem • millennium bug • marketing strategies • millennium • computer patch


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