Discussions about terminology in tourism are not rare, and they are often held, as is the case here, on very important and also crucial problems of this field. Many misrepresentations and misconceptions are manifested through terminological problems and misunderstandings. Partly paraphrasing the well‐known verse in “Hamlet”, as we did in the title of this paper, we could say: “Touristic marketing or marketing in tourism?” Although such a question may at first seem pathetic and artificial, its content is a very realistic one in both fields: theoretical and practical. The question is in a way a continuance of many questions raised in the theory and practice of tourism and refers to certain situations and concepts to which attribute “touristic” is added. It is meant by this addition to make situations and concepts clearer, or defined. By adding “touristic” a characteristic content of the very concept or situation is pointed out and there is also a wish to unambiguously stress that its content differs from other similar ones. Thus we operate with the terms “touristic user”, “touristic market”, “Touristic consumption”, “touristic product”, “touristic resort”, etc.