engleski

Relationship marketing of tourist enterprises in globalisation processes in tourism

Globalisation is a worldwide phenomenon, which has influence on world tourism development. Being able to identify future trends in tourism development requires an understanding of the specific traits of tourism, both as a social phenomenon and an economic category that impacts on the overall structure of the economy through the relationships that are set up on the tourist market. Hence, countries that are developing tourism give it close attention. Tourism has a crucial effect on the development of society, as a whole, its culture and economy, as well on each individual tourism-related economic activity within a tourism-oriented country. In the application of marketing activities, it is crucial to take into account relationship marketing, which provides for the long-sterm relationships with customers on the tourism market based on loyality and trust. Relationships with customers and complementary enterprises are assumptions of tourist destination marketing efficiency. It follows that only the destinations capable of adjusting to modern tourism trends will be able to survive and grow on the global tourist market. These destinations will be the ones that have applied an effective marketing strategy in managing their development and that are able, through their commitment and investments in the tourism offering, to meet the growing requirements, in terms of the quality and variety of hospitality and tourism services, set by an increasingly heterogeneous and complex tourist demand.

globalisation ; tourism trends ; relationship marketing ; tourist enterprises

nije evidentirano