Pregledni rad

Promoting tourism destinations: A strategic marketing approach

Marios D. Soteriades ; Tourism Industry Department, TEI of Crete, Heraklion, Greece
Vasiliki A. Avgeli ; Tourism Industry Department, TEI of Crete, Heraklion, Greece

Sažetak

This paper provides an outline of principal marketing strategy issues and their application in promoting tourism destinations. It provides an overview of a report prepared for the Tourism Promotion Committee (T.P.C.) of Heraklion District, Crete. In the context of the tourist industry, the ‘product’ is an experience achieved through the combination of a diverse range of products and services. Nowadays tourism destinations face new and increasing marketing challenges arising from changing tourist behaviour and environmental conditions. Strategies are needed to suit the changing and more demanding competitive environment. In the first section of this paper, the context of tourism destination promotion is outlined. The second section addresses the imperative for careful environment analysis and assessment, highlights the main aspects of strategy formulation and implementation, and provides a brief overview of the appropriate approach to electronic marketing, an issue of special interest in strategic marketing. In the next section a critical evaluation of the strategic planning model is performed, highlighting its merits, weaknesses and limitations. Recommendations contributing to the effective implementation of marketing strategy in destination marketing are presented in the last section.

Ključne riječi

tourism destination; strategic marketing approach; destination marketing organization; electronic marketing; Greece

Hrčak ID:

24654

URI

https://hrcak.srce.hr/24654

Datum izdavanja:

5.10.2007.

Posjeta: 5.398 *