Jump to ContentJump to Main Navigation
Show Summary Details
More options …

The European Journal of Applied Economics

2 Issues per year

Open Access
Online
ISSN
2406-2588
See all formats and pricing
More options …

Proposal for Serbian Tourism Destinations Marketing Campaign / Predlog Za Marketinšku Kampanju Srpskih Turističkih Destinacija

Ivan Paunović
Published Online: 2013-11-02 | DOI: https://doi.org/10.2478/sjas10-4327

Abstract

Serbia is geographically located in Europe, which is why it faces stiff competition from other European destinations, but also from other destinations worldwide. In order to understand contemporary competitive environment, major trends have been identified at the global, regional and local level. The data from the analysis of Serbian summer season tourism market were used to create tourist profiles for 4 supply side regions (Domestic-Serbia; Western Balkans-Slovenia, Croatia, Bosnia, Montenegro, Kosovo and Macedonia; Central-Eastern Europe-Austria, Czech Republic, Slovakia, Poland, Hungary, Romania; Western Europe and the rest of the world), for 5 major Serbian destinations (Belgrade, Novi Sad, Niš, Zlatibor, Kopaonik) and for 7 types of tourists according to their core motivation for travelling (pleasure, fun & entertainment, nature, culture, sport & adventure, health, and business). Based on the given tourist profiles, separate marketing campaign scenarios were created for each of the market segments.

Rezime

Srbija je geografski locirana u Evropi, i zbog toga je suočena sa oštrom konkuren- cijom iz drugih evropskih destinarija, ali i drugih svetskih destinacija. Kako bi se sagledalo moderno konkurentsko okruženje, identifikovaní su trendovi na globalnom, regionalnom i lokalnom nivou. Podaci iz analize srpskog turističkog tržiSta u letnjoj sezoni iskorišćeni su kako bi se kreirali profili turista prema 4 emitivna regiona (domaći-Srbija; Zapadni Balkan-Slovenija, Hrvatska, Bosna, Cma Gora, Kosovo i Makedonija; Centralno-istočna Evropa-Austrija, Češka, Slovačka, Poljska, Mađarska, Rumunija; Zapadna Evropa i ostatak sveta), za 5 glavnih srpskih destinacija (Beograd, Novi Sad, Niš, Zlatibor, Kopaonik), kao i za 7 vrsta turista na osnovu njihove primarne motivacije za putovanje (zadovoljstvo, zabava, priroda, kultura, sport i avantura, zdravlje i posao). Na bazi turističkih profila kreirani su zasebni marketinški scenariji za svaki od tržišnih segmenata.

Keywords: tourism marketing campaign; tourist profiles; destination marketing; market research; market segmentation

Ključne reči: turisticka marketinška kampanja; profili turista; marketing destinacije; istraživanje tržišta; segmentacija tržišta

  • Balažic, G. (2011). Marshaling Tito: A Plan for Socialist Cultural Heritage Tourism in Slovenia. American Geographical Society’s. Focus on Geography, 54(3), 103-110. DOI:10.1111/j.1949-8535.2011.00031.x.CrossrefGoogle Scholar

  • Biederman, P.S. (2008). Travel and Tourism: An IndustryPrimer. Upper Saddle River, N.J: Pearson Prentice Hall.Google Scholar

  • Boga, T.C., & Weiermair, K. (2011). Branding new services in health tourism. Tourism Review, 66(1/2), 90-106.Google Scholar

  • Bojovic, G., & Plavša, J. (2011). Swot Analysis of Tourism on Kopaonik and the Spas of its Piedmont. Turizam, 15(3), 109-118.Google Scholar

  • Cooper, C., Fletcher, J., Fyall, A., Gilbert, D., & Wanhill, S. (2008). Tourism Principles and Practice. Harlow, England: Pearson Education Limited.Google Scholar

  • Ciric, N. (2011). Marketing and its Importance in Preserving the Environment and Development of Sustainable Tourism. Sustainable Development as Precondition forCompetitiveness in Tourism (pp. 159-169). Belgrade: Belgrade Chamber of Commerce.Google Scholar

  • Eric, D. (2000). Uvod u menadžment. Beograd: Ekonomski fakultet. (in Serbian) Eurovelo 6. (2013). What’s Google Scholar

  • Eurovelo 6? Retrieved April 8, 2013, from http://en.eurovelo6.org/rubriques/gauche/whats-ev6Google Scholar

  • Ivanovic, M., & Milicevic, B. (2009). Some Challenges of Creating a New Brand of Serbian Tourism: Case Study - e Republic of Užice. Turizam, 13(1),17-27.Google Scholar

  • Jovicic, D. (2009). Eco-management systems and tourism. Regional cooperation in tourism development (pp. 11-25). Belgrade: Belgrade Chamber of Commerce.Google Scholar

  • Konu, H. (2010). Identifying potential wellbeing tourism segments in Finland. Tourism Review, 65(2), 41-51.Google Scholar

  • Laesser, C. (2011). Health travel motivation and activities: insights from a mature market - Switzerland. TourismReview, 66(1/2), 83-89.Google Scholar

  • López-Guzmán, T., Sánchez-Cañizares, S., & Pavón, V. (2011) Community-based tourism in developing countries: A case study. Tourismos: An International MultidisciplinaryJournal of Tourism, 6(1), 69-84.Google Scholar

  • Maksin, M. (2011). Sustainability of development of tourist destination Belgrade. Regional development in tourismdevelopment-sustainable development as a prerequisiteof competitiveness in tourism (pp. 141-157). Belgrade: Belgrade Chamber of Commerce.Google Scholar

  • Matijaševic, N. (2009). Measures for support to tourismdevelopment along the Danube river. Regional cooperationin tourism development (pp. 27-33). Belgrade: Belgrade Chamer of Commerce.Google Scholar

  • Medica, I., Ružic, P., & Ružic, T. (2010). Architecture as a Tool for Branding in Rural Istrian Tourism Destination. Turizam, 14(2),78-86.Google Scholar

  • Mojic, J. (2011). Valuation of Tourist Potential Spa of Niš (Niška Banja) Area (South-east Serbia). Turizam, 15(3), 95-108.Google Scholar

  • Mulec, I. (2011). Image and Recognizability of Vojvodina as Potentiall tourist Destination in the Eyes of Foreign Tour-Operators. Cooperation In TourismDevelopment-Sustainable Development as Preconditionfor Tourism Competitiveness (pp. 121-130). Belgrade: Belgrade Chamber of Commerce.Google Scholar

  • Municipal assembly of Novobërdë. (2008). Rural TourismDevelopment Strategy in the Municipality of Novobërdë2008-2015. Prishtina: CARE International Kosovo, ICCED Prishtinë.Google Scholar

  • Musgrave, J. (2011). Moving towards responsible events management. Worldwide Hospitality and Tourism emes, 3(3), 258-274.Google Scholar

  • Nasaar, N.O., & Talaat, N.M. (2009). Motivations of Young Volunteers in Special Events. Tourismos: AnInternational Multidisciplinary Journal of Tourism, 4(1), 145-152.Google Scholar

  • Plavša, J., Romelic, J., & Vuksanovic, D.L. (2009). Active Holiday in Mt. Zlatibor County. Turizam, 13(1), 28-44.Google Scholar

  • Radivojevic, Z., & Paunovic, D. (2011). Importance of households for the development of event tourism in the municipality Lucani.Journal of the GeographicalInstitute “Jovan Cvijic”,61(3), 109-118. DOI:10.2298/ IJGI1103109R.CrossrefGoogle Scholar

  • Republicki zavod za statistiku Republike Srbije. (2013, July 6). Turisticki promet u Republici Srbiji. Retrieved August 2, 2013, from http://webrzs.stat.gov.rs/Web- Site/Public/PageView.aspx?pKey=182 (in Serbian) Google Scholar

  • Službeni glasnik Republike Srbije. (2006). Strategija razvoja turizma Republike Srbije. Službeni glasnik RepublikeSrbije, 91. (in Serbian) Stamenkovic, I., Pivac, T., Blešic, I., & Besermenji, S. (2013). Festival Branding - Case Study: e Dragacevo Trumpet Festival in Guca. Turizam, 17(1), 29-37.Google Scholar

  • Štetic, S., & Šimicevic, D. (2008). How to develop sustainable tourism in rural destinations in Serbia.Glasnik Srpskoggeografskog drustva, 88(4), 19-28. DOI:10.2298/ GSGD0804019S.CrossrefGoogle Scholar

  • Stojkov, B., & Nikolov, A. (2011). e Cultural Potentials and Constraints for Cross-border Co-operation in Tourism-the Case of Balkans. Regional Cooperation in Tourism Development (pp. 47-61). Belgrade: Belgrade Chamber of Commerce.Google Scholar

  • UN Joint Programme “Sustainable Tourism for Rural Development”. (2011). Master Plan for Sustainable Rural Tourism Development in Serbia. Belgrade: UN Joint Programme “Sustainable Tourism for Rural Development”.Google Scholar

  • United Nations Environment Programme. (2011). Towards a green economy: Pathways to Sustainable Development and Poverty Eradication. Nairobi, Kenya: UNEP.Google Scholar

  • Unkovic, S. (2011). E ect of Economic Crisis on Global Tourism. Cooperation in Tourism Development-Sustainable Development as a Precondition for Competitiveness in Tourism (pp. 87-99). Belgrade: Belgrade Chamber of Commerce.Google Scholar

  • Vasilevska, L. (2010). Rural Tourism as a part of multifuntional agriculture-possibilities and limitations. Regional development in the eld of tourism development (pp. 35-46). Belgrade: Belgrade Chamber of Commerce.Google Scholar

  • Vasilevska, L. (2011). Sustainable Development of Rural Tourism in the Function of Spatial Development of Rural Areas. Cooperation in Tourism Development- Sustainable Development as Precondition for Competitiveness in Tourism (pp. 131-139). Belgrade: Belgrade Chamber of Commerce.Google Scholar

  • Voigt, C., Brown, G., & Howat, G. (2011). Wellness tourists: in search of transformation. Tourism Review, 66(1/2), 16-30.Google Scholar

  • World Tourism Organization and European Travel Commision. (2005). City Tourism & Culture. Madrid: World Tourism Organization.Google Scholar

  • World Tourism Organization and European Travel Commission. (2011). Handbook on Tourism Product Development.Google Scholar

  • Madrid: World Tourism Organization (UNWTO); Brussels : European Travel Commission (ETC).Google Scholar

  • World Tourism Organization. (2011). Policy and Practicefor Global Tourism. Madrid: Word Tourism Organization (UNWTO).Google Scholar

  • World Tourism Organization. (2011). Tourism Towards2030 Global Overview. Madrid: World Tourism Organization (UNWTO).Google Scholar

  • Y. Gee, C., & Fayos-Sola, E. (1997). International Tourism:A Global Perspective. Madrid: World Tourism Organization (UNWTO).Google Scholar

  • Zrilic, D. (2011). Strategic Directions in Development of Rural Tourism in Serbia. Regional Cooperation in Tourism Development (pp. 69-76). Belgrade: Belgrade Chamber of Commerce. Google Scholar

About the article

Published Online: 2013-11-02

Published in Print: 2013-10-01


Citation Information: Singidunum Journal of Applied Sciences, ISSN (Online) 2217-8783 , DOI: https://doi.org/10.2478/sjas10-4327.

Export Citation

This content is open access.

Comments (0)

Please log in or register to comment.
Log in