Marketing communication as a significant element of management in a tourist region - model approach
Marketing communication as a significant element of management in a tourist region - model approach

Summary/Abstract: At present, efficiently performed marketing communication proves to be a vital element to an organisation’s competitiveness. The creation of an attractive product alone, should be regarded as insufficient, it should also be presented appropriately to customers, while at the same time analysing their expectations. The same situation applies to the tourism market, though the characteristics embedded in the tourism product, particularly its complexity, makes the appropriate marketing communication management in the market immensely challenging. The paper presents two theoretical models illustrating the communication mechanism from the perspective of destination management and the individual entrepreneur. The specifics underlying the process analysed were displayed, especially placing emphasis on the need for coordinated efforts in this respect and revealing potential errors, principally concerned with muddled signals sent out by various entities.

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