ODGOVORNI MARKETING TURISTIČKE DESTINACIJE
MARKETING RESPONSIBLE TOURISM DESTINATION

Summary/Abstract: Eminent scholars in the field of tourism indicate that tourism destiinacije, as a bearing element of tourism, should adopt marketing approach in its business, as it will on this basis, successfully respond to the challenges imposed by modern tourist environment and overcome strategic gaps present in their business. Tourism is very attractive, but also complex and responsible human activity, because we are talking about the relationship of man to man "face to face". Carelessness, negligence, irresponsibility executor and tourist hosts in the broadest sense as a result may have a dissatisfaction of tourists, its disappointment at the decision: never again in that agency, in this town, or worse, never again in this country. In this paper we point out the importance of responsible tourism destination marketing management. Responsible marketing tools can improve the overall image of the tourist destination, acting on its important weaknesses, in order to improve turistilke services and keeping tourists.

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