Marketing Communication as a Support to Modern Tourism Business
Marketing Communication as a Support to Modern Tourism Business

Author(s): Branko Mihailović, Vesna Ž. Popović
Subject(s): Business Economy / Management, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Marketing communication; Tourism; Tourism business; Tourism market; Relationship marketing
Summary/Abstract: The marketing concept in the tourism business requires a good knowledge of the market (all its segments), which implies a continuous analysis and planning approach. In this way, preconditions are created to successfully deliver the service to end consumers, which ensures the basic role of the company in the market, and that is, through the provision of appropriate service quality to consumers and their satisfaction, to achieve the basic interest of the company as a collective - profit. This paper investigates the possibilities and scope of effective marketing communication, which in modern conditions represents significant support to the tourism business. The role of marketing communication should be viewed in the context of the expansion of tourism, especially in the second half of the twentieth century. Marketing communication in tourism has the task of enabling a more efficient exchange between tourist demand and supply.

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