engleski

Managing of tourism promotion on Swedish emissive market

Communication tools and approaches in managing tourism promotion are constantly changing. This issue can be noticed even more nowadays, when competition in the global tourism market is exponentially growing. Common practice in the tourism sector is the promotion of tourism offer to send to the target audience a specific image in correlation with the values of an organisation. Customising the promotional mix to fit global tourism standards ensures efficient positioning, but on other hand includes higher investment in communication tools and more demanding promotional activities. The management of integral parts of the promotional mix is defined with undifferentiated supply and general image of destination as well as completely opposite terms of differentiated offer and general image of destination. Most tourism related organisations adjust their promotional mix according to the values and image they want to present to their target audience. At same time there are not omany tourism organisations that adjust their promotional mix to different emissive markets. The main research question of this paper is “Does the strategic commitment of a receptive destination offer, in terms of managing the marketing mix, represent strength or weakness?” The paper will present the results of research of opinion of tourists from Swedish emissive market in order to define recommended outlines for the successful promotion of tourism services on selected emissive markets. Given the fact the authors of this paper conducted two parallel primary studies on attitudes among different samples (the first were Swedish tourists who had not yet visited Croatia) of same emissive market, linking of these two aspects has been a research challenge to the expected contribution in the sphere of realising advisable guidelines for proactive management of tourism promotion focused on one emissive market.

tourism, promotional mix, managing promotional mix, Sweden, tourism offer, tourism promotion

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