Интегриран маркетинг мениджмънт на туристическите райони и промотиране на регионален продукт – проблеми и решения
Integrated Marketing Management of the Tourist Regions and Promoting of Regional Tourist Product – Problems and Solutions

Author(s): Milena Metodieva Karailieva
Subject(s): Economy, Business Economy / Management, Micro-Economics, Marketing / Advertising, Tourism
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: marketing; management; tourist regions; regional product; challenges
Summary/Abstract: On the one hand, tourist region management concepts based on strategic approach providing innovative and well co-coordinated tourism products is exceedingly important for tourism regions. On the other hand, tourist region marketing is increasingly becoming extremely competitive at a global scope. Exactly competitiveness and tourism concentration create numerous challenges and problems in the creation of consumer loyalty and sustainable competitive advantage in the tourist product in a given region. In this context, the paper aims to analyze the regional concept and attempts to synthesize сhallengеs оf integrative marketing and management of the tourist regions. Tourist regions need to differentiate their products and develop partnerships between the public and private sector locally in order to co-ordinate delivery at a regional level. Destination marketing must lead to the optimisation of tourism impacts and the achievement of the strategic objectives for all tourist organizations. Managing a destination brand presents many challenges, and this report opens by briefly reviewing the integrative marketing management context, without pretending to be sophisticated. The central focus, this report investigates is the best practices in tourist region as the attempt to identify successful management соncepts at regional level.

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