Marketing Management as a Strategic Part of Sustainable Development in the Conditions of Rural Tourism in Slovakia

• Autorzy: Mária Holienčinová , Tomáš Holota
• Języki publikacji: EN

Abstrakty

EN

While the rural tourism is widespread in the world, in Slovakia has just started to develop in recent years. Rural tourism supports small and medium-sized enterprises, with profits remaining in the region. A challenge for ensuring sustainable development in rural areas is to cover the development needs of the community. Rural tourism has been indicated as a good development strategy for Slovak rural areas. It is a great opportunity for those who not only love the region but also are interested in its comprehensive development - in the form of providing services. These strategic goals cannot be achieved without modern approaches and forms of marketing management. Destination management fully supported by the right marketing principles is the only way how to increase income from tourism and enhance the region. The main aim of this paper is to point out the importance of marketing in the process of the sustainable rural tourism development. Key findings indicate that marketing provides the guidance and ideas for further improvements in the sector of rural tourism. (original abstract)

Słowa kluczowe

EN

Rural tourism; Economic development; Marketing management; Agrotourism

PL

Turystyka wiejska; Rozwój gospodarczy; Zarządzanie marketingowe; Agroturystyka

• Czasopismo: Turystyka i Rozwój Regionalny
• Rocznik: 2018
• Tom: 9 Współczesne problemy rozwoju turystyki
• Strony: 13--22

Twórcy

autor

Mária Holienčinová

• Slovak Agricultural University in Nitra

autor

Tomáš Holota

• Slovak Agricultural University in Nitra

Bibliografia

• Briedenhann J., Wickens E.: Tourism routes as a tool for the economic development of rural areas - vibrant hope or impossible dream?, Tourism management 2004, no. 1, p. 71-79.
• Bulatović J., Rajović G.: Some aspects of rural tourism with emphasis on Serbia, World Scientific News 2017, no. 72, p. 184-193.
• Dashper K.: Rural tourism: an international perspective, Cambridge Scholars Publishing, Newcastle 2015, p. 192.
• Gavrila-Paven I., Constantin M.B., Dogaru L.: Advantages and limits for tourism development in rural Area, Procedia Economics and Finance 2015, no. 32, p. 1050-1059.
• Goebel P., Reuter C., Pibernik R., Sichtmann Ch.: The influence of ethical culture on supplier selection in the context of sustainable sourcing, International Journal of Production Economics 2012, vol. 140, no. 1, p. 7-17.
• Ionela P.G., Constantin M.B., Dogaru D.L.: Advantages and limits for tourism development in rural area, Procedia Economics and Finance 2015, no. 32. p. 1050-1059.
• Irshad H.: Rural tourism - an overview. Rural Development Division, Alberta 2010, p. 28.
• Jarábková J.: Vidiecky cestovný ruch, SPU v Nitre, Nitra 2016, p.15.
• Kuhn I., Tomášová P., Niňajová I.: Marketingový manažment a jeho uplatnenie v podmienkach vidieckeho cestovného ruchu. Občianske združenie Krajší vidiek, Kysucké Nové Mesto 2013, p. 46.
• Kurleto M.: The specificity of rural tourism development from the perspective of innovative driving forces, retrieved from: http://www.infoma.fri.uniza.sk/archive/mse/v3n2/051-057.pdf (accessed: 30.07.2018).
• Medojevic J., Milosavljevic S., Punisic M.: Paradigms of rural tourism in Serbia in the function of village revitalisation, Human Geographies - Journal of Studies and Research in Human Geography 2011, no. 2, p. 93-102.
• Mihailovic B., Moric I.: The role of marketing philosophy in rural tourism development, Tourism and Hospitality Management 2012, vol. 18, no. 2, p. 267-279.
• Pakurar M., Oláh J.: Definition of rural tourism and its characteristics in the northern great plain region, Fascicula: Ecotoxicologie, Zootehnie si Tehnologii de Industrie Alimentara 2008, no. 7, p. 777-782.
• Raffai C.: Innovation in rural tourism: a model for hungarian accommodation providers, Management & Marketing 2013, no. 4, p. 747-766.
• Roberts L., Hall D., Morag M.: New directions in rural tourism, Routledge, Oxford 2017, p. 165.
• Václavík T.: Agroturistika na ekofarmách: Jak na to. Ministerstvo zemědělství České republiky, Brno 2008, retrieved from: http://eagri.cz/public/web/le/38603/Agroturistika_na_ekofarmach.pdf (accessed: 10.08.2018).
• Vidiecky CR 2017: Ubytovacia štatistika CR na Slovensku, retrieved from: https://www.mindop.sk/ministerstvo-1/ cestovny-ruch-7/statistika/ubytovacia-statistika/2018 (accessed: 30.07.2018).

Identyfikatory

DOI

10.22630/TIRR.2018.9.2