Marketing communications and the "culture of services" in alternative tourism
Marketing communications and the "culture of services" in alternative tourism

Summary/Abstract: One of the most important characteristics of the holistic marketing concept is based on idea that in creating the quality and value of market offerings, especially the services, customers as well the „service providers” are equal part of the whole marketing process. The „culture of service” in the alternative tourism means effectively marketed and successfully delivered services in order to satisfy customer’s needs. Services should be delivered to the smaller and specific market segments, even individuals, by creating an optimal form of marketing communication in the external and internal environment.The specific characteristics of alternative tourism services require an efficient marketing communication to become a business and marketing philosophy for all stakeholders in the value chain. In the process of creating superior value, it is very important to create the „culture of services”, as well as to develop efficient human resources and exchange relevant internal and external marketing information’s in the process of marketing communication. The external marketing communication focused to different market segments (groups or individuals) is created as integrated system of the different communication tools.The internal marketing communication is used among the participants in the value creating process in alternative tourism services, in order to provide efficient information exchange in the internal communication system. At the end, an optimal combination between external and internal marketing communication becomes essential in creating „culture of services” as the most important part in the process of creating the superior customer value and distribution of alternative touristic services to the target market segments.

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