publication . Other literature type . 2007

Optimal combination of marketing instruments as a basis for tourist destination strategic management

Zupanovic, Ivo;
Open Access English
  • Published: 01 Jan 2007 Journal: Tourism and hospitality management, volume 13, issue 3 (issn: 1330-7533, eissn: 1847-3377, Copyright policy)
  • Publisher: University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija
Abstract
The marketing mix concept is understood as a certain combination of the instruments that form a tourist offer. Marketing mix enables integration of marketing activities, in order to satisfy the needs of tourist clients,but also in order to achieve the goals of tourist subjects business. Marketing instruments optimising is necessary during the adaptation to certain tourist segments.A suitable marketing mix is not just a simple sum of different instruments but an optimal combination of certain strategies of integrated tourist product, prices, promotion and distribution.
Subjects
ACM Computing Classification System: ComputerApplications_GENERAL
free text keywords: marketing mix; tourist product; prices; promotion; distribution
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