MARKETING STRATEGIES

Marketing Strategies



Marketing Strategies

Introduction

The complexity of tourism and tourist needs of world population influence the change of tourist request. Requests for new and specific forms of tourism are characteristics of the development of this activity in the beginning of the 21st century. New forms of tourism is more and more requested in the tourist market. It gives a chance for various areas to be included equally with their tourist offer if they have certain potentials and adequate personnel that could include those potentials on the tourist market. The term “versatile tourism and hospitality” has been accepted by many countries, and as such, it refers to all tourist activities in various areas. Special forms of tourism could be tourism on homestead, hunting, fishing, ecotourism, health, recreational, residence (houses for vacation), educational, adventurous, transit, camping tourism, continental nautical tourism, gastronomical and ethno gastronomical, tourism of protected parts of nature, cultural tourism, religious, other specific forms. (British Hospitality Association, 2010) Tourism is crucial segment of European tourism. Having in mind distinct economical and other functions of tourism, also various high value potentials, the possibility and appropriate significance have been given to the development of this kind of tourism and its economical politics. Besides that, with the strategy of the development of tourism, selective approach has been determined, and by doing that tourism has been treated as primary, one within those kinds of tourism which are connected to particular interests. From the side, the development of tourism and hospitality can play an important role in increasing the variety of tourist offer in a country and formation of one richer and picturesque image of the country. From the other side, tourism should not be limited to any particular destination but, it should be extended to a complete understanding of cultural lifestyle of people of the host country.Marketing in Tourism and Hospitality

Marketing in tourism and hospitality is a distinct field of marketing and it is a part of nowadays more and more valuable marketing of services. “Marketing in tourism is a management process of anticipating and fulfilling the wishes of existing and potential tourists more efficiently than competitive bidders and destinations, guided by profitable goals or goals of the community or both”. The term that is more and more in use today is reliable/liable/responsible marketing. Marketing is of strategic importance for tourism, and it has to be in accordance/agreement with the importance of the destination. (Brotherton, 2003) The tourist experience starts to be formed from the moment s/he begins to think about travel, and it is formed also under the influence of information from tourists who visited the same destination earlier. Marketing for tourism and hospitality exists at many destination levels: national, regional, and local. It exists not only for destinations but also for specific product sectors, such as farm accommodation, cycling, or museums, and then again at the different product sector levels: national, regional, local and individual. To take the first example, in the United Kingdom, Farm Stay UK, a consortium composed or serviced and self/catering farm accommodation members, practices marketing at a national level through its head office, at a local level through area groups, and individually through members. As a destination, tourism and hospitality are an amalgam of different components. Schemes such as Middleton's (1994) accommodation, attractions, facilities and services, accessibility, image and price, Gannon's (1995) accommodation, amenity attractions, access facilities, activities, and available services, and (British Hospitality Association. 2010) attractions, accessibility, amenities, available packages, activities, ancillary services, can each be used to map the tourism destination. Unpacking each component will reflect the country or region instinctively. Marketing does not replace planning; it should work in tandem, ...