Предизвикателства пред маркетинга и мениджмънта на туристическа дестинация
Challenges of Marketing and Management of Tourist Destination

Summary/Abstract: In contemporary business conditions, under globalization of international tourist market, tourist destination management concepts based on strategic approach providing innovative and well co-coordinated tourism products is exceedingly important for tourism regions. Global competitiveness and tourism concentration create numerous challenges and problems in the creation of consumer loyalty and sustainable competitive advantage in the tourism product market. Destination marketing is increasingly becoming extremely competitive worldwide. In this context, the paper aims to analyze the destination concept and attempts to synthesize сhallengеs оf strategic marketing and management of destinations. Balancing the strategic aims of all interested sides and increasing total economic benefits are the most important objectives of the strategic marketing of a destination. Destinations need to differentiate their products and develop partnerships between the public and private sector locally in order to co-ordinate delivery. Taking advantage of new technologies and the Internet also enables destinations to enhance their competitiveness, focus on unique characteristics of the region and attractiveness by increasing their visibility and enhancing local co-operation. Destination marketing must lead to the optimisation of tourism impacts and the achievement of the strategic objectives for all tourist organizations. Managing a destination brand presents many challenges, and this paper opens by briefly reviewing the destination brand management context.

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