Tourism Destination Marketing: Potential Contribution of Clustering Approach

• Autorzy: Marios Soteriades , Eugenia Wickens

Warianty tytułu

Marketing regionów turystycznych w ujęciu klastrowym

• Języki publikacji: EN

Abstrakty

EN

Destination Management / Marketing Organisations (DMOs) all over world have to address more or less the same problems: compete in a global and mature market; improve destination marketing effectiveness; consider innovative and appropriate approaches to be adopted and implemented in promoting a tourism destination; and use the adequate tools. It is estimated that only those destinations, which recognize the changes occurring in the marketplace and proactively respond to them, will continue to be successful in the future. Within a global and much-demanding tourism market, the aim of improving a destination's marketing effectiveness and efficiency involves adopting the appropriate approaches and using the adequate tools by DMOs. The aim of this paper is to investigate the potential contribution of clustering approach in promoting tourism destinations.(author's abstract)

jest przedstawienie problemów marketingu i zarządzania ruchem turystycznym w Chalkidiki (północna Grecja). W regionie dominują małe i średnie przedsiębiorstwa hotelarskie, a ruch turystyczny charakteryzuje się dużą sezonowością. Poziom zarobków w branży turystycznej jest bardzo niski, godziny pracy są długie a znaczna część przedsiębiorstw oparta jest głównie na pracy rodziny. W artykule dokonano analizy funkcjonowania reprezentatywnego przedsiębiorstwa Kalimeria. Jako metody badawcze wykorzystano obserwację oraz wywiady z pracownikami. W wyniku badań stwierdzono, że rozwój produktu turystycznego małych przedsiębiorstw turystycznych jest uwarunkowany pomocą lokalnych władz.(abstrakt autora)

Słowa kluczowe

EN

Marketing; Business cluster; Tourist region

PL

Marketing; Klastry; Region turystyczny

• Czasopismo: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Scientific Journal. Service Management
• Rocznik: 2012
• Tom: 8
• Strony: 241--250

Twórcy

autor

Marios Soteriades

• Tourism Industry Management Department, TEI of Crete, Greece

autor

Eugenia Wickens

• School of Sport, Leisure & Travel, Buckinghamshire New University, UK.

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