Marketing communication as a tool of building tourism destination competitiveness – selected issues / Efektywna komunikacja marketingowa jako element budowania konkurencyjności destynacji turystycznej

• Authors: Maciej Dębski
• Languages of publication: EN

Abstracts

EN

For a wide range of regions tourism is a critical element of their development. In effect, profound intensification of efforts intended to advance the destination’s competitiveness may be observed. A principal source of competitive advantage in the region is its product including such elements as: natural attractions, cultural attractions, festivals, sleeping accommodation, or communication infrastructure. However, it should be kept in mind that an effective tool for stimulating the tourist demand is suitable marketing communication pursued for the destination. In the paper the author provides insight into core aspects of the destination competitiveness as well as marketing communication. Theoretical contributions) were expanded by the author’s surveys designed to feature the most effective channels for communicating with a potential customer, as well as to identify key message contents, and factors at the heart of making a travelling decision

Keywords

EN

destination; competitiveness; marketing communication

PL

region turystyczny; konkurencyjność; komunikacja marketingowa

• Publisher: Sciendo
• Journal: Management
• Year: 2013
• Volume: 17
• Issue: 1
• Pages: 259-272

Dates

published

2013-05-01

online

2013-05-31

Contributors

author

Maciej Dębski

• University of Social Sciences

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Identifiers

DOI

10.2478/manment-2013-0018