DESTINATION MARKETING MANAGEMENT AS A TOOL MODERATING REGIONAL DISPARITIES: CASE STUDY OF SLOVAKIA
DESTINATION MARKETING MANAGEMENT AS A TOOL MODERATING REGIONAL DISPARITIES: CASE STUDY OF SLOVAKIA

Author(s): Vanda Marakova, Diana Kvasnová
Subject(s): Business Economy / Management, Regional Geography, Marketing / Advertising, Tourism
Published by: Masarykova univerzita nakladatelství
Keywords: destination management organization; regional disparities; Slovakia;
Summary/Abstract: Marketing management presents current approach to tourism development. It is based on cooperation and strategic planning of tourism development in a way bringing positive effects to all stakeholders as well as for tourism destinations. Efficient application of destination marketing management is considered as a moderating factor of regional disparities. Destination management organizations (DMOs) are entitled to enforce the concept of marketing management into managerial practice. The aim of the paper is to assess the application of destination marketing management concept in Slovakia as a tool of regional development. The material utilized by the authors are secondary data processed by selected methods of descriptive statistics. The Tourism Support Act. 91/2010 Coll. determined preconditions for application of marketing management in Slovakia. According to analysis of selected indicators, we note that in Slovakia are established 40 DMOs, which activities are overlapping and duplicated. The majority of state support obtains regions with the highest tourism potential and well developed infrastructure. For future success of tourism development and moderating of regional disparities it is inevitable to reform existing status quo, decrease amount of existing DMOs and to reevaluate existing criteria for eligibility of governmental subsidies.

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