Innovative Marketing for Coastal Destinations

Miha Lesjak (ed.), Aleksandra Brezovec (ed.) and Helena Nemec Rudež
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Miha Lesjak (ed.): University of Primorska, Slovenia
Aleksandra Brezovec (ed.): University of Primorska, Slovenia

in UPP Monograph Series from University of Primorska Press

Abstract: Innovation is the successful commercialization of new ideas. It can cover all processes in the development of tourism destinations. Marketing innovations create new markets, products and services. They are not restricted only to ‘high tech’ but include also ‘low tech’ levels, as well as they cover the spectrumof levels, fromincremental to radical – fromprogressive improvements of existing tourism products, to radical design for sustainable society. A number of coastal destinations in the eu face the problem ofmarketmaturity. Due to this reason and because of a growing competitiveness among destinations, technology development and globalization, these destinations have to approach market positioning as well as tourism product development in an innovative way.

Keywords: marketing; destinations; tourism (search for similar items in EconPapers)
Date: 2013
ISBN: 978-961-6832-45-8
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