Naslov
Some elements for position determination of tourism destination in Osijek : Baranja County

Autori
Lamza-Maronić, Maja ; Glavaš, Jerko

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
1st International Conference "Vallis Aurea", Focus on: Regional Development : proceedings / Katalinić, Branko - Požega : Beč : Veleučilište u Požegi ; DAAAM International Vienna, 2008, 481-485

ISBN
978-953-98762-7-0

Skup
International Conference Vallis Aurea (1 ; 2008)

Mjesto i datum
Požega, Hrvatska, 19.09.2008

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
positioning; tourism; destination; Osijek-baranja county

Sažetak
This work deals with the influence of the socio – cultural factors in tourist decisions upon the choice of tourist destinations. The author`s attention is primarily directed towards the analysis of social background consisting of "uncontrolled marketing variables" which are essential in the segmentation of the tourist product of destination. The core positioning strategy is combined with the close related strategies of segmenting andtargeting. These strategies defines the differential advantage that is to be communicated to the target customers. Therefore, positioning encompasses: defining of the market competition structure, selecting the right competitive advantages, communicating and delivering the chosen position.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
978-3-901509-60-5 (DAAAM International)

POVEZANOST RADA