The role of marketing philosophy in rural tourism development

Božo Mihailović () and Ilija Moric ()
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Božo Mihailović: University of Montenegro, Faculty of Tourism and Hotel Management, Kotor, Montenegro
Ilija Moric: University of Montenegro, Faculty of Tourism and Hotel Management, Kotor, Montenegro

Tourism and Hospitality Management, 2012, vol. 18, issue 2, 267-279

Abstract: The purpose – The purpose of this paper is to research the role of marketing concept in the process of the sustainable rural tourism development. Design – The special focus is given to analysis of the factors that influence the implementation of marketing philosophy in tourism and its specifics in area of rural tourism. Methodology – Using available secondary and primary data from government bodies and relevant international organisations, several factors are identified that affect the implementation of marketing philosophy in area of rural tourism. Followed by qualitative analysis, these factors are analyses in details in order to provide the ideas for future development.The development of information technology, competition and growth in its global character, the new buyer and the need for sustainable development are just some of the factors that determine a new way of keeping the rural tourism business. Approach – Implementation of marketing philosophy in rural tourism is examined on the level of tourist destination, due to importance of cooperation and coordination on this macro level for the sustainable development of the rural tourism. Findings – Key findings indicate that marketing in rural tourism should be seen as a means to achieve development of strategic goals of rural tourist destinations, such as: long-term prosperity, guest satisfaction, profit maximization, extension of the tourist season, neutralizing the negative social impacts, stabilization of employment, support and further diversification of existing economic activity, temporal and spatial redistribution of tourist demand etc. Therefore, marketing cannot be understood simply as propaganda or simply as printing leaflets, but as a platform for defining business objectives and strategies, and creation of tourist products which deliver unique experience to consumers and generate profit for rural tourism destination. The originality of this research – The originality comes from the analysis of the specifics of marketing implementation in rural tourism.

Keywords: Rural Tourism; Marketing; Product; Diversification (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (5)

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