Angeloska-Dichovska, Monika and Siljanoska, Julijana and Bojkovska, Katerina (2017) Managing of Integrated Marketing Communication as a Key Factor in Creating Competitive International Tourist Offer: Case of Republic of Macedonia. In: International Balkan and Near Eastern Social Science Conference Series (IBANESS), March 04-05, 2017, Edirne, Turkey..
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Nowadays, the tourism has significant place in the development of the economy in the Republic of Macedonia. The implementation of Integrated Marketing Communications in the tourism is an important factor in the development of the tourism in one country. There are numerous challenges and opportunities for improving the condition of the touristic sector in Republic of Macedonia. One of them is the upright implementation of the Integrated Marketing – Communications in creation of the tourist offer when presenting on the International Tourism Market. The process of modernization of the tourism product, the implementation of Integrated Marketing Communications, and better education of the subjects of the tourism sector, will allow a significant improvement of this sector.
The optimal use of their resources and adequate adjustment to global competition are two basic prerequisites for a strong and successful marketing strategy for promotion of Macedonian tourist destinations. These conditions contribute to achieving the desired competitive Macedonian tourism entities in the international tourism market, and thus achieve their development goals.
The aim of this paper is to present the current situation in the tourism sector in Republic of Macedonia and the efforts of the carriers of Macedonian tourism offer for implementation of Integrated Marketing-Communications in the promotion and placement of Macedonian tourism product on international tourism market. Based on research conducted through surveys of tourism subjects with previously structured questionnaire is determined the application of integrated marketing- communications in this sector.
Keywords: Integrated Marketing-Communications, promotion, tourism offer, international tourism market.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | Scientific Fields (Frascati) > Social Sciences > Economics and Business |
| Divisions: | Faculty of Economics |
| Depositing User: | Mr Dimitar Risteski |
| Date Deposited: | 13 Sep 2019 06:38 |
| Last Modified: | 30 Dec 2019 08:10 |
| URI: | https://eprints.uklo.edu.mk/id/eprint/1930 |
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