engleski

Establishment of Sustainable Competitive Advantage of an Enterprise in the Tourism Industry

In a dynamically alterable environment wherein consumer needs are predominantly quantitatively and qualitatively significantly changed on the market, directly resulting in a necessity to invest concrete marketing efforts, it is of utmost importance for enterprises in the tourism industry to develop a sustainable level of competitive advantage, especially with regard to foreign competition. Competitive advantage emanating from the satisfaction of tourist-consumer needs, whereby an enterprise is differentiated from its competitors, may find its source in an intern or extern sense, i.e., within the enterprise or in its narrower or broader surroundings. The latter is extremely important, for it simultaneously also evidences its competitive advantage of a concrete tourist destination as a component of an integral tourism-industry product. Hereby, a tourism-industry product also represents exactly a competitive-advantage substrate, preferably offered by a tourism-industry enterprise applying the greater-value-for-the-same-money principle. Under the term tourist destination, implied is a narrower or a broader, spatially entirely encompassed unit, the tourism-industry product of which has a potential or a real tourist marketability as a result of an original (partial tourism-industry quasi-product) or derived tourism-industry offer (partial tourism-industry products in a material and immaterial form). Through an expansion of spatial scope of certain tourist destination, it is very probable that also its centripetal attractive power will decrease, i.e., the attractive power of partial concrete tourism-industry quasi-product will significantly weaken, as will its competitive advantage. Thus, the marketing efforts should be directed toward (re)positioning the tourism-industry product of a destination. Nonetheless, in spite of an existent desire to occupy certain position on the tourist market shared by the positioning incumbents on one side, the tourism-industry consumers on the other side are still the ones who will establish the ultimate reality of positioning of the kind.

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