engleski

PROMOTION – A KEY ELEMENT OF MARKETING MIX FOR BETTER POSITION OF THE TOURISM CLUSTER „SLAVONSKA KOŠARICA“ ON THE TOURISM MARKETS

The Tourism Cluster „Slavonska košarica“, founded in 2011, by the city of Slavonski Brod, can be extracted as an example of good practice in the field of networking. Already in 2012, cluster became a regional and now networks 131 manufacturers of food, drinks and handicrafts ; providers of tourist services, as well as public institutions from whole Slavonia. The results of the primary research from February 2015 showed that only one-third of surveyed cluster members considered the previously conducted promotional activities had been effective. Therefore, during 2016, the cluster began marketing activities also in the area of the product creation ; distribution ; pricing policies and internal processes, as recommended by the cluster members in early 2016. Since the results of that research showed that promotion should continue to be the priority of the cluster marketing activities, in January 2017 a new primary research was conducted in order to find out which form of promotion, in accordance with the opinion of the surveyed cluster members, should be intensified in the coming period. In this paper the results of the research will be analyzed and synthesized to conceive about the forms of promotion the cluster members practice ; then, whether they promote own marketing activities through the cluster ; when it comes to business advertising, what they prefer - on-line or off- line advertising ; whether they do promotion also through secondary promotional activities ; whether they have own Web site regularly complementing them with new contents, use Google Analytics, take care of the position of their Web pages on the web browsers as well as do promotion through social networks. The aim of the work will be to get the results on the basis of which it will be possible to improve the cluster activities in the promotion as one of the key elements of the marketing mix.

tourism cluster ; marketing ; promotion ; advertising ; Web site ; social networks

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