دانلود ترجمه مقاله چالشهای بازاریابی راهبردی تحت شرایط بحران

• بخشی از ترجمه:

• بخشی از مقاله انگلیسی:

Abstract

Tourist destination management, in contemporary business conditions, based on strategic approach providing innovative and well co-coordinated tourism products is exceedingly important for tourism regions. Balancing the strategic aims of stakeholders and increasing total economic benefits are the most important objectives of the strategic marketing of a destination. Key Words: Strategic Marketing, Tourist Destination, Management, Competitiveness, Crisis. INTRODUCTION Global competitiveness and tourism concentration create numerous challenges and problems in the creation of consumer loyalty and sustainable competitive advantage in the tourism product market. The problems are evident in demand management and creation of unique image of a particular tourist destination. Involvement of a great number of different organizations in creation and marketing of tourism products of a tourist destination makes it difficult to align their different interests and aims. On the other side, these organizations enter different kinds of partnerships for the purpose of achieving individual and mutual effects. Balancing the strategic aims of stakeholders and increasing total economic benefits are the most important objectives of the strategic marketing of a destination. This involves value creation for all participating partners through development of integrated marketing that contributes to the creation and advancement of attraction and unique image of a destination. Tourism, as an economic activity, has a growing importance for the development of not only a particular region, but also national economy as a whole. This is an area of increasing development. According to UNWTO data (www.unwto.org) in the last 50 years tourism revenue increased with the average annual growth rate of 11%. The data according to which tourism has a ¼ share in the total service export indicates the importance of tourism for economic development. The data regarding the EU is also illustrated. Approximately 4% of the total number of employees in the EU work in the tourism sector. In the countries belonging to the group of 20 most developed, the percentage is higher and totals 5%. Employment growth in this sector is above average for the whole economy. The share of tourism in GDP is 4% (Brussels 2006 and 2007; www.unwto.org). Tourism is the generator of economic development.

دانلود رایگان مقاله انگلیسی

خرید ترجمه فارسی مقاله