engleski

(Re)positioning of the Tourism Industry Product of a Destination

Under the term tourism 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 tourism 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. Thus, the marketing efforts should be directed toward (re)positioning the tourism-industry product of a destination. Positioning is an activity whereby certain tourism destination wants to emphasize its importance with regard to congenial or similar competitive tourism destinations. In order to achieve a better connectedness of a concrete destination and its tourism-industry product, of a great assistance could also be the application of the benchmarking method, based upon the idea that the business transactions of one’s own are dynamically compared with the strongest competitors (not necessarily the direct ones) and then tried to be significantly improved, based upon the feedback obtained. Nonetheless, in spite of the existence of a desire to occupy certain position on the tourist market shared by the positioning incumbents on one side, on the other side the tourism-industry consumers are still the ones who will establish the ultimate reality of positioning of the kind.

positioning; tourism industry; tourism product; tourism destination

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