ROLE MALÝCH A STŘEDNÍCH PODNIKŮ V MARKETINGOVÝCH AKTIVITÁCH DESTINACE
ROLE OF SMES IN DESTINATION MARKETING ACTIVITIES

Author(s): Martin Šauer
Subject(s): Business Economy / Management, Micro-Economics, Marketing / Advertising
Published by: Masarykova univerzita nakladatelství
Keywords: destination marketing; collaboration; branding;
Summary/Abstract: The aim of the article is to discuss the role of SMEs in destination marketing activities. We consider in detail the main marketing activities in each stage of the marketing funnel and analyses the position of small businesses in these activities. The article also highlights the need for cooperation in the tourism businesses, but not necessarily in all activities and in all circumstances. The basic platform for cooperation are strategic business areas (SBAs) defined by Beritelli, Laesser and Bieger (2014), which integrate a comprehensive set of services and other elements of the destination. Collaboration within the SBA creates value for visitors. Analysis of the destination marketing funnel showed that the main areas of the SMEs cooperation include SBA brand building, internal marketing of destination, linking individual services or post-purchase services. A key prerequisite is the knowledge of visitors and the nature of their behaviour.

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