Pregled bibliografske jedinice broj: 552984
ROLE OF MARKETING MIX ELEMENTS IN TOURIST DESTINATION POSITIONING
ROLE OF MARKETING MIX ELEMENTS IN TOURIST DESTINATION POSITIONING // Projekti i projektni menadžment - Projects and project management
Zagreb, Hrvatska, 2011. str. 351-361 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 552984 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
ROLE OF MARKETING MIX ELEMENTS IN TOURIST DESTINATION POSITIONING
Autori
Bošković, Desimir ; Amidžić, Dragoljub ; Bošković, Matija
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Projekti i projektni menadžment - Projects and project management
/ - , 2011, 351-361
ISBN
978-953-7670-20-7
Skup
Međunarodni znanstveno-stručni skup: Projekti i projektni menadžment - Projects and project management)
Mjesto i datum
Zagreb, Hrvatska, 25.02.2011. - 26.02.2011
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
destination; positioning; competition; market; competitive advantage
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
147-1470497-3034 - Valorizacija selektivnih oblika turizma u održivom razvitku ruralnih prostora (Ružić, Pavlo, MZOS ) ( CroRIS)
Ustanove:
Institut za poljoprivredu i turizam, Poreč
