Market positioning improvement strategies for small and medium-sized tourism enterprises

Nikolovski, Branko and Dimoska, Tatjana (2015) Market positioning improvement strategies for small and medium-sized tourism enterprises. "Knowledge" - International Journal “Scientific & Applicative Papers” (Proceedings from the V International Scientific Conference: Knowledge – Capital of the future: “Knowledge – who and what”, Bansko, Bulgaria, 21-25 May 2015), 9. pp. 213-218. ISSN 1857-92

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Abstract

In order to increase organizational effectiveness, the small and medium-sized tourism enterprises (SMTE) managers have to scan tourism environment to identify strategy alternatives for organization market positioning. Tourism environment is characterized with instability, variability and complexity. These environment indicators have huge influence on the SMTE and have to be addressed by managers. The size of SMTE and personalized services they are providing it are making them vulnerable to concurrent market attacks. For large companies in tourism is easier to raise productivity levels; the standardized products are providing opportunity for economies of scale, low costs and high profit margins. SMTE network is creating individual and unique tourism product within overall destination package. With this king of cooperation at the destination level, SMTE are positioning themselves on the market, without losing their unique. In the entrepreneurial economy, public sector policies are focused towards decentralization an support of regional activities. There are some specific strategies which can be implemented at a sectoral and destination level in order SMTE to improve their market position. Some of them are tourism clusters formation, supporting SMTE market linkages, cooperation and networking, institutional support for entrepreneurship, and business incubators establishing. Part of the strategies are in the public sector domain (tourism clusters formation, institutional support for entrepreneurship, and business incubators establishing), the rest are implemented by SMTE itself (supporting SMTE market linkages, cooperation and networking). Key words: Tourism environment, Entrepreneurship, Small and medium-sized tourism enterprises

Item Type: Article
Subjects: Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions: Faculty of Tourism and Hospitality
Depositing User: Ftu Eprints
Date Deposited: 24 Mar 2020 14:55
Last Modified: 24 Mar 2020 14:55
URI: http://eprints.uklo.edu.mk/id/eprint/4184

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