engleski

ROLE OF MARKETING MIX ELEMENTS IN TOURIST DESTINATION POSITIONING

The ability of a destination to atract selected market segments is based one the market position of the destination-the image that destination has in the consumers minds in relation to the competitiors. The positioning of a tourist destination is a systematic process of analysing and decision making that leads the destination managers to finding the most suitable and the most profitable position of the destination in the consumer's minds in relation to the competition.The focus of the positioning process is the simultaneous analysis of the consumers and competitors. The position of a destination can be seen also as the reason why targeted tourism market segment is interested to choose the particular destination. The positioning strategy is aimed to coordinate the destination position with the needs of the targeted market. It is necessary that all marketing mix elements-product, prices, distribution and promotion – should be managed in a way that the chosen combination is the best one for the targeted market. The ultimate goal of the positioning is to achieve the sustainable competetive advantage, which is characterised whit the tourist offer atractive for the targeted consumer's groups, favourable in relation to the competetion and that can be held in the long term period.

destination; positioning; competition; market; competitive advantage

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