Marketingová komunikace a její role v marketingovém managementu destinace cestovního ruchu
Marketing communication and its role in a tourism destination marketing management

Author(s): Vladimír Vavrečka
Subject(s): Business Economy / Management, Communication studies, Marketing / Advertising, Tourism
Published by: Masarykova univerzita nakladatelství
Keywords: tourism; marketing communication; marketing destination management; marketing communication target Gross;
Summary/Abstract: The beginning of the 21st century brings with it an ever-accelerating development both in tourism and in the activities and instruments of marketing management of destinations. Logically the development of marketing communication, its tools and technologies don’t stay far behind. Destination management clients are not only satisfied visitors and tourists, but many other stakeholders, more or less influencing the success of destination management and competitiveness of a tourism destination. With whom and how in the changing conditions destination managements should communicate, what tools they would use, how to ensure required effectiveness and efficiency of marketing communication in relation to maintaining and developing market position and competitiveness of the destination? These are the questions facing most destination managements, often without having a sufficient basis for its decisions. The ambition of this paper is based on an analysis of selected secondary data, conducted investigations and years of personal experience from both the tourism sector, and from marketing and marketing communication, to find at least some of the answers to those questions.

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