МАРКЕТИНГЪТ КАТО ПРЕДИЗВИКАТЕЛСТВО КЪМ ЛИДЕРСТВОТО В ТУРИЗМА
MARKETING AS A CHALLENGE TO LEADERSHIP IN TOURISM

Summary/Abstract: The primary goal of this article is to illustrate the strong relationship between marketing and people management in tourism, a connection that is less apparent in other industries. This goal aligns with the author's central thesis that, in the tourism sector, the success of a company and its marketing efforts are both the result of effective leadership practices. Accordingly, this article provides an overview of leadership practices in tourism and examines how these practices relate to the contemporary challenges faced by tourism enterprise marketing. The examples discussed are drawn from the operations of a typical Bulgarian company in the tourism sector.

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