engleski

Some elements for position determination of tourism destination in Osijek : Baranja County

This work deals with the influence of the socio – cultural factors in tourist decisions upon the choice of tourist destinations. The author`s attention is primarily directed towards the analysis of social background consisting of "uncontrolled marketing variables" which are essential in the segmentation of the tourist product of destination. The core positioning strategy is combined with the close related strategies of segmenting andtargeting. These strategies defines the differential advantage that is to be communicated to the target customers. Therefore, positioning encompasses: defining of the market competition structure, selecting the right competitive advantages, communicating and delivering the chosen position.

positioning; tourism; destination; Osijek-baranja county

978-3-901509-60-5 (DAAAM International)