Journal of tourism (original) (raw)
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Promotion of Tourist Destinations – Advertising and (Or) Public Relations?
Acta Turistica Nova, 2012
SAŽETAK: Učinkovito upravljanje turističkom destinacijom zasniva se na koncepciji marketinga i marketinškoj komunikaciji destinacije s gostima. Organizacije koje upravljaju marketingom, a time i promocijom turističkih destinacija -destinacijske menadžment organizacije (eng. Destination Management Organizations -DMO), koriste sve elemente marketinškoga spleta, no najvažnije mjesto u promociji zauzimaju oglašavanje kao jednosmjerna i odnosi s javnošću kao dvosmjerna komunikacija između destinacije i potencijalnog gosta. Na te se instrumente komuniciranja s tržištem troše najznačajnija sredstva budžeta destinacijskih menadžment organizacija. U Hrvatskoj, promociju na razini destinacija obavlja sustav turističkih zajednica od lokalne, preko regionalne, do državne razine. Istraženo je upravljanje promocijom, odnosno oglašavanjem i odnosima s javnošću u 20 regionalnih turističkih zajednica i gradskoj organizaciji Zagreba te Hrvatskoj turističkoj zajednici, kao krovnoj nacionalnoj turističkoj instituciji. Došlo se do zaključka da se oglašavanje i odnosi s javnošću kao promocijske taktike najčešće koriste. U radu se u omjer stavljaju učinci koji se postižu oglašavanjem i odnosima s javnošću, prvenstveno odnosima s medijima. Procjenjuje se da su odnosi ABSTRACT: Efficient tourist destination management is based on a concept of destination marketing and marketing communication with guests. Organisations dealing with marketing management, including the promotion of tourist destinations -destination management organisations (DMOs) -employ all elements of the marketing mix. However, the most important role in promotion is played by advertising, as oneway communication, and public relations, as twoway communication between a destination and potential visitors. The majority of budget funds of destination management organisations are spent on these communication instruments. In Croatia, promotion at destination level is carried out by a system of tourist boards at the local, regional and national levels. A survey on promotion management, that is, on advertising and public relations management, carried out in 20 regional tourist boards and the Zagreb city organisation, as well as in the Croatian National Tourist Board, which is the umbrella national organisation, showed that advertising and public relations are the most frequently used promotion strategies.
Tourism Destination Marketing Study Workpaper – An Operational Working Instrument for Geographers
Annals of the University of Bucharest: Geography Series, 2013
Marketing is an essential domain for tourism, being recently more and more theoretically approached and conceptualized by research papers (e specially in the Anglo-Saxon literature). An economic term by excellence, marketing is as well ad opted by geographic literature and by the geography of tourism, one of the major specializati ons of Romanian faculties of geography as numerous students opt for it. Consequently there is a great need for geography students and geographers to study tourism oriented concepts even if mainly coming from other domains such as economy, social sciences, etc. and to elaborate appropriate studies without getting far from their topic of interest. In this respect the develo pment of methods and instruments of research and study is a necessity already underlined by bibliogr aphic references in the domain. They represented th e departure point of this paper which enlarges the deb ate upon a tourism destination marketing study work paper developed as an operati...
Analysis of promotional activities in tourism of Zagreb county and Krapina-Zagorje county in Croatia
2016
Purpose-of the paper is to assess the successfulness of marketing in tourism of Zagreb County and Krapina-Zagorje County from the perspective of continental tourism development and its marketing success. The research shows the amount of financial investment in marketing of both tourism destinations in order to attract domestic and foreign tourists. It finds out the awareness of domestic tourists about counties and its tourism attractions. Both counties have tourism potential and invest in marketing in coordination with Croatian Tourism Board. The main purpose is to find out the financial amounts invested in promotion, the results of promotional activities taken and to prove its successfulness as well as awareness amongst domestic tourists. Methodology-is quantitative and qualitative research, secondary research, method of analysis and synthesis as well as the observation from real life. As part of quantitative method there is a survey conducted amongst the population of Croatia by using random sampling. Qualitative method includes in-depth interviews with representative experts and managers responsible for marketing of tourism in Zagreb County and in Krapina-Zagorje County. Findings of the research show the successfulness of marketing efforts in Zagreb County and Krapina-Zagorje County. Zagreb County invests in marketing of tourism per one tourist arrival more than in Krapina-Zagorje County while Krapina-Zagorje County is more visited, spends less for marketing, although smaller than Zagreb County. Results show how many respondents never visited continental Croatia as tourists and are not aware of tourism potential in Krapina-Zagorje County. It also shows how many respondents never visited Zagreb County as tourists. Findings also prove that the county which is promoted as a brand has more successful in creating awareness and tourism visits. It includes recommendations for improvements in marketing potential and suggest specific activities and use of public and social media to promote both destinations more successfully amongst domestic and foreign tourists. Contribution-of the research is seen in its approach of analyzing investments in marketing and providing results in order to emphasize how less financial investment can achieve better success and how financial investment in marketing is not sufficient such as combination of financial and other marketing activities and promotional tools in order to attract more tourists and create awareness of tourism destination. Destinations which decide to create brands are more successful than those investing large amounts of money in marketing but not creating strong brand. The findings and aim of this research can contribute to further successful promotion of both counties as well as to create awareness of the current situation amongst public, domestic and foreign tourists as well as destination managers and other interested social groups.
Public relations - leading tactics in promoting tourism regions
Acta Turistica Nova, 2011
SAŽETAK: Turističke regije najčešće su "prirodni" nositelji destinacijske turističke ponude. Prema političkom sustavu, regije su u Hrvatskoj podijeljene u županije, a turističke regije svrstane su u tzv. klastere (engl. cluster = skupina, grupa). Klasteri uglavnom dobro teritorijalno pokrivaju prirodne i zemljopisno prepoznatljive granice regionalnih turističkih destinacija. Marketingom turističke destinacije u hrvatskim regijama upravljaju županijske (regionalne) turističke zajednice koje, u biti, predstavljaju oblik destinacijskih menadžment/ marketing organizacija. Jedna od osnovnih zadaća turističkih zajednica u regijama jest promocija destinacije. U promociji se koriste svi poznati alati i taktike koje pridonose ostvarenju te važne zadaće u uvjetima velike konkurencije u turizmu. Pretežitu promocijsku funkciju u promociji regija kao destinacija imaju oglašavanje i odnosi s javnošću. Autor je, uvodeći novu metodologiju prepoznavanja i klasifikacije odnosa s javnošću u promociji turističkih destinacija, napravio istraživanje na razini turističkih regija u Hrvatskoj i došao do zaključka da su odnosi s javnošću vodeća marketinška taktika u promociji regija. Vrijednost objavljenih novinarskih priloga u tiskanim i elektroničkim medijima nekoliko puta ABSTRACT: The tourism offer of a destination is largely created within a tourism region since in most cases it is its inherent part. The Croatian political system divides regions into counties, while tourism regions are divided into clusters. Clusters are usually spread within recognisable natural and geographic boundaries of regional tourism destinations. Marketing in a tourism destination in Croatian regions is managed by a County (Regional) Tourist Board, which functions as a kind of destination management/marketing organisation. One of the main tasks of tourist boards in the regions is to promote a destination. Such promotion uses all the established tools and tactics which contribute to this important objective amidst sharp competition in tourism. Advertising and public relations perform the main promotional function in promoting the regions as destinations. The author has conducted research on the tourism regions of Croatia, introduced a new methodology of recognising and classifying public relations in promoting tourist destinations, and has come to the conclusion that public relations are the leading marketing tactics in promoting the regions. The value of published articles and other contributions by journalists in the print, electronic, and broadcast media is mr. sc.
Revista De Turism Studii Si Cercetari in Turism Journal of Tourism Studies and Research in Tourism, 2013
Bucovina is a cultural landscape in the triangle bordered between the Ukraine, Romania and Moldova. Based on a theoretical planning approach in destination marketing management, Bucovina is to be regarded as a destination situated at the end of the involvement stage of the Tourism Area Life Cycle (TALC). Literature, internet research, qualitative interviews, and on site-observations depict Bucovina as a travel destination. The authors explore the impact of the financial crisis on Bucovina and forecast the destination trend for the next few years. Finally, they give recommendations for development of the Bucovina region in a sustainable, rapid and regulated manner.
Destination marketing is increasingly becoming extremely competitive worldwide. This paper explains the destination concept and attempts to synthesise several models for strategic marketing and management of destinations. It provides an overview of several techniques widely used and illustrates examples from around the world. The paper also explains that marketing of destinations should balance the strategic objectives of all stakeholders as well the sustainability of local resources. Destinations need to differentiate their products and develop partnerships between the public and private sector locally in order to co-ordinate delivery. Taking advantage of new technologies and the Internet also enables destinations to enhance their competitiveness by increasing their visibility, reducing costs and enhancing local co-operation. Destination marketing must lead to the optimisation of tourism impacts and the achievement of the strategic objectives for all stakeholders. Table 1: Six As Framework for the analysis of tourism destinations
Fatos Ukaj - Development of a tourist destination based on marketing activities
Development and sustainability of a tourist destination should be the goal of key players in this industry, whereas the promotion of this destination will enable attraction of tourists to visit, stay and enjoy it. If we consider that in a region such as Kosovo there are approximately equal tourist destination, then in the front of marketer comes the task that beside other activities develop definite activities towards the differentiation of the destination and creation of the “brand” destination. Assuming from the hypothesis that the development of a destination does not depend on marketing activities, and then a research question in this paper appears to be “how marketing affects the development of a destination”. Methodology used in the paper enabled recommendation to the tourism professionals that in their efforts to plan a development of a destination apart from marketing activities should be conscious about large number of influential factors in the success or failure of the creation of the touristic destination. Findings are that an approach on admission of the role of marketing will assist key players in finding the ways for development and sustainability of tourist destination.
Modern means of promoting tourism destinations
The sharpening of the competition requires adaptation to new market characteristics. In a continuously changing world, the degree of adaptability to change yields the success chances of a certain organisation. Anticipating new trends, market development lines, translates into more time for the organization and a significant competitive advantage. As the saying goes, “information is power, money…” Moreover, this is an age of information. To that extent, the current endeavor seeks answers to the following questions: What information do we send out? Whom do we send it to? How are we sending it? It is clear that an efficient information management system is the key to success in any promotion activity, especially in the services area, namely in tourism. A particular attention has been paid to the Internet, due to its underexploited potential and the low expense level it encumbers. The analysis focuses on an actual situation in Romania, Sucevita Township, by presenting every step that was made and offering suggestions to improving the activity of local tourism promotion. Promotion activities entangle the transmittal of information, from the organization to the target population in particular and to the public at large, in general. The efficiency of promotion activity for a tourist objective town may be assessed by using indicators such as: · Cash income; · Number of tourists; · Cost per arrived tourist; · Evolution of average stay duration; · Evolution of occupation degree. and indirectly, by analyzing the evolution of tourism services and their raw number. As the tourist pool increases, so will a series of adjacent services and entertainment.
CONSIDERATIONS ON TOURIST MARKETING THEORY AND PRACTICE IN ROMANIA
Tourism marketing as a distinct field of marketing services has been and will certainly be a discipline that will be studied in greater depth by experts in this field of great interest. Tourist destinations lead a fierce battle to capture and maintain consumer interest in tourism products and services. For this reason tourist destinations and tourist entities operating in the tourism market should pay special attention to tourism marketing mix elements (product, price, distribution, promotion, people, physical evidence, processes). A key role in assessing the tourism services offered by a certain tourist destination lies with the universities that have as "task" superior human resource training in the tourism sector. This specific element of the tourism marketing mix has a key role in creating the image of tourist destinations.