A desztinációmarketing hatékonysága: modellek, mérése, trendek és eszközök

István Piskóti

Prosperitas, 2017, vol. 4, issue 2, 7-43

Abstract: The study presents the specific content and society-oriented aspects of tourism destination marketing; the utilisation of which is essential to fulfill its tasks in increasing competitiveness. The author makes a proposal for the frames of an integrated destination measurement evaluation system, based on foreign and national competitiveness, satisfaction measurement initiations, and the analysis of the intrinsic logical connections. With the help of such a system, it is possible to carry out a comprehensive measurement program of destination competences, competitiveness, image, brand value and tourist satisfaction; which can help both the community and entrepreneurial planning decisions as well as the practical steps. The outlined tourism trends – based on empirical researches and expert opinions – make it clear that every quality, creative offer is able to find its demand, but this raises significant marketing challenges; the building of a deliberate destination brand structure, innovative product development, selling and marketing communication responses.

Keywords: TDM (turisztikai desztinációk menedzsmentje); desztinációmarketing; trendek (gazdasági-társadalmi); destination marketing; tourism competitiveness; brand system; trend; innovation (search for similar items in EconPapers)
Date: 2017
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