1Visoka škola za uslužni biznis, Istočno Sarajevo-Sokolac 2Fakultet za preduzetni menadžment
MARKETING TRENDS AND STRATEGIC MANAGEMENT IN DESTINATION DEVELOPMENT
MARKETING TRENDOVI I STRATEGISKI MENADŽMENT U RAZVOJU DESTINACISKOG TURIZMA
Sport Mont 2009, VI(18-19-20), 190-194
This paper examines the concept of the destination in strategic tourism develop- ment. It will then look at international best practice and how the SVP/ Hudson Model can be used as a tool to shape the planning, management and marketing of tourism destinations. This analysis will include a review of the critical success factors from lea- ding destinations and in particular, the role of and need for innovation. The concept ofinnovation in tourism will be examined and examples of how innovation has been used in a range of European destinations will be considered in detail. This will include evi- dence from key stakeholders, as well as analysis of the PR and media interest generated by an innovative approach to tourism destination development. The paper will examine key issues such as branding and positioning, along with the importance of clear strate- gic planning, having an effective destination management organisation and delivering benefits to the host community. In an increasingly competitive marketplace the need for destinations to ‘’stand out in a crowd” is essential.
International benchmarking is vital to understand how well you are doing compa- red with your competitors whilst innovation ensures that the competitive edge is always maintained.
The paper will include detailed case studies, consideration of the concepts of in- novation and benchmarking and focus on the main lessons for destinations in emerging tourism economies
marketing strategy, competitive tourism destination, strategic tourism development