THE IMPORTANCE OF MARKETING MANAGEMENT ACTIVITIES FOR TOURIST DESTINATION DEVELOPMENT

Angelevska Najdeska, Katerina and Rakichevikj, Gabriela and Miladinoski, Sreten (2017) THE IMPORTANCE OF MARKETING MANAGEMENT ACTIVITIES FOR TOURIST DESTINATION DEVELOPMENT. In: KNOWLEDGE IN PRACTICE.

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Abstract

The management is a continual process that helps to direct the business activities of the tourist destination. Achieving the aims of the tourist destination depends of its capabilities to satisfy the tourist's needs and wishes with adequate combination of the instruments for participating on the market. The right marketing management is a way of finding the proper combination of marketing-mix, or a combination of instruments for appearance on a market, because that is the way in which the tourist destination will have priority over competition. The meaning of application of marketing-mix is shown throughout unlimited numbers of possibilities which issue from the combination of it's instruments and their application into the different areas; from planning approach of formulation of marketing strategy; adapting of the offer toward specific needs etc. The aims implementation and the marketing strategy are actually based on using the marketing instruments. Appliance of marketing conception actually is a key for successful select of tourist's needs. Management of tourist destination should permit a prosperous conversion of the needs into the products and services. Marketing-mix of the tourist destination can be considered of two aspects: on macro level (from aspect of the tourist destination), and from micro level (from aspect of tourist subjects individually). When elaborating organization of marketing activities and their proper management we actually talk about their arrangement in the organized structure of the marketing. The organization of marketing activities actually refers to the organization of research on the market, the planning and development of the product, the propaganda and organization of the sale. For successful promotion of the tourist destination it should be implement a process of coordination and reconciliation of efforts of all participants into the tourist industry. That is the only way to get the maximum of the tourist destination's potential. In modern economic conditions, when the conditions of economy rapidly change, the marketing-management strategy enables the tourist destination to react on time on the market and to gain certain advantage over the remaining (competitive) destination. The tourist destination can determine and set its objective, first of all, by considering and evaluating the factors it has at its disposal, making an evaluation of the income and establishing the character of the surrounding. What make one destination different from the others are actually the factors that the destination has at its disposal (attractive, communicative etc.). Key Words: Marketing management, tourist destination, promotion, marketing mix, tourist’s needs.

Item Type: Conference or Workshop Item (Paper)
Subjects: Scientific Fields (Frascati) > Social Sciences > Economics and Business
Scientific Fields (Frascati) > Social Sciences > Educational sciences
Divisions: Faculty of Tourism and Hospitality
Depositing User: Mr Bojan Sekulovski
Date Deposited: 02 May 2018 10:58
Last Modified: 13 May 2019 09:18
URI: http://eprints.uklo.edu.mk/id/eprint/1126

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