DESZTINÁCIÓMARKETING – ABAÚJ STRATÉGIA MODELLALKOTÓ INSPIRÁCIÓI
DESTINATION MARKETING – INSPIRATIONS OF THE ABAÚJ REGION TO CREATE A STATEGIC MODEL
Author(s): István Piskóti, Katalin Nagy, Anita Marien, Adrienn PappSubject(s): National Economy, Micro-Economics, Marketing / Advertising, Tourism, Socio-Economic Research
Published by: Pécsi Tudományegyetem
Keywords: destination marketing; competitiveness; well-being; quality of life; happiness; slow tourism; social marketing; place marketing; identity; brand; satisfaction;
Summary/Abstract: Marketing is the science which builds its theory and models from the practice, basically with the target of being able to solve economic and social challenges, practical problems, by their intelligent adaptation (MEFFERT 2000). Destination marketing, as one of the applications of social marketing (PISKÓTI 2016) can alloy, incite the successful representation of business and social values, interests. The basis of the study is the chosen slow philosophy (CALZATIDESALVO 2018) of the marketing strategy, which has been elaborated to the Abaúj destination management organisation (which area has specific aptitudes and territorial definiteness) to increase its competitiveness. The strategy opened the door to outline a destination broadening and a destination deepening model, with integrative methodology.
Journal: Turisztikai és vidékfejlesztési tanulmányok
- Issue Year: 7/2022
- Issue No: 1
- Page Range: 35-56
- Page Count: 22
- Language: Hungarian
