Nikolovski, Branko and Dimoska, Tatjana (2015) Marketing positioning improvement strategies for small and medium-sized tourism enterprises. Knowledge International Journal “Scientific & Applicative Papers”, Vol. 9, 2015, pp. 213-217, (Proceedings from the V International Scientific Conference: Knowledge – Capital of the future: “Knowledge – who and what”, Bansko, Bulgaria, 21-25 May 2015), In.
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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: | Mr Bojan Sekulovski |
| Date Deposited: | 09 Mar 2020 09:11 |
| Last Modified: | 09 Mar 2020 09:11 |
| URI: | https://eprints.uklo.edu.mk/id/eprint/3967 |
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