Sustainable Tourism Marketing Strategy: Competitive Advantage of Destination

Sustainable Tourism Marketing Strategy: Competitive Advantage of Destination

Alžbeta Kiráľová (University College of Business in Prague, Czech Republic)
Copyright: © 2015 |Pages: 24
DOI: 10.4018/978-1-4666-8699-1.ch004
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The chapter describes how sustainable tourism marketing strategy can bring competitive advantage to a destination. It defines tourism destinations; characterizes the principles of sustainable tourism development and its role in competitiveness of the destination. The chapter also shows a destination´ best practice in the implementation of sustainable tourism marketing strategy. The destination was subject to research using onsite and internet surveys, semi-structured and informal interview and the results were subjected to evaluation using the VRIO model.
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Tourism destination, sustainability, competitiveness, marketing strategy, and changes in visitor´s behavior related to this chapter are characterized as follows.

Tourism Destination

Tourism is bounded to a specific territory, in which it develops and thus supports the stability of the local economy. The development of tourism can contribute to the economic wealth of territories that dispose of potential for tourism.

Destinations offer an integrated experience to a visitor and traditionally, are defined as territories, geographical areas, such as a country, an island or town (Davidson & Maitland, 2000), with political and legislative framework for tourism marketing and planning. Destinations are places towards which people travel and where they choose to stay for a certain period (Leiper, 1995) and can be recognized as a perceptual concept, interpreted subjectively by visitors, where a combination of all products, services and experiences are provided locally (Buhalis, 2000). Destinations are also considered as geographical region understood by visitors as a unique entity where facilities and services are designed to meet the needs of the visitors (Cooper, Fletcher, Gilbert, Shepherd & Wanhill, 1998).

Destinations are complex and dynamic systems consisting of subsystems that have a direct or indirect impact on tourism development. Development of tourism in the destination is typically spontaneous, unless specifically influenced by destination management organizations. It can be analyzed quantitatively and qualitatively using statistical data, indicators and models that contribute to the detection of patterns as well as a prediction of future development of tourism.

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