Urnek Mag American Ang

8/10/2019 Urnek Mag American Ang

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University American College Skopje MastersThesis

TABLE OF CONTENTS

Acknowledgment .............................................................................................................. 7Abstract .............................................................................................................................. 81. Introduction ................................................................................................................

1.1 !esearc" objectives ..........................................................................................

1.# $orking "ypot"esis ...........................................................................................

1.% &et"odology ..................................................................................................... 1'1.( )*pected results .............................................................................................. 1'

#. Analysis o+ t"e current strategic marketing positioning o+ ,"rid ................... 11#.1. &arket researc" ............................................................................................ .. 18

#.1.1. -emograp"ic and i+estyle /rends .................................................... 18#.1.#. )conomic Conditions ............................................................................ 1#.1.%. aws and 0overnment Actions ........................................................... 1#.1.(. /ec"nology .............................................................................................. #'#.1. . Competition ............................................................................................ #'#.1.2. S$,/ Analysis ....................................................................................... #(

#.#. Segmenting3 targeting and positioning ...................................................... ##.#.1. Segmentation ......................................................................................... #

#.#.1.1. Approac"ing Segmentation .................................................. #2#.#.1.#. 4roduct !elated Segmentation ............................................ #8#.#.1.%. -emand56ased Segmentation ............................................. #8#.#.1.(. 6e"avioral Segmentation ...................................................... #

#.#.#. /argeting ........................................................................................... ...... ##.#.#.1. &arketing objectives +or eac" target market ................... %'

#.#.%. 4ositioning ............................................................................................... %1#.#.%.1. ) ective 4ositioning ............................................................... %##.#.%.#. 4ositioning Intangibles ........................................................... %##.#.%.%. /"e positioning process ......................................................... %%#.#.%.(. &arket 4ositioning .................................................................. %%#.#.%. . 4syc"ological 4ositioning ...................................................... %#.#.%.2. ,bjective 4ositioning ............................................................. %2#.#.%.7. Subjective 4ositioning ............................................................ %7

#.#.(. 4ositioning Approac"es ...................................................................... %7

#.#.(.1. 4ositioning by attribute3 +eature3 or customer bene t .. . %7


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#.#.(.#. 4ositioning by 4rice 9alue ..................................................... %7#.#.(.%. 4ositioning wit" respect to use or application ................. %8#.#.(.(. 4ositioning according to t"e users or class o+ users ....... %8

#.#.(. . 4ositioning wit" respect to a product class ...................... %8#.#.(.2. 4ositioning vis5a5vis t"e competition .................................. %8

#.%. 4roduct policy and branding ......................................................................... %#.%.1. ocation and Accessibility 5 4lace ...................................................... ('#.%.#. 4roduct -evelopment ........................................................................... ('#.%.%. 9alori:ation o+ Cultural ;eritage ........................................................ (##.%.(. 6randing ................................................................................................... (%

#.%.(.1. ,"rid brand development process ........................................ ((#.(. 4rice policy ........................................................................................................ (2

#.(.1. ,"rid


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%.#.1. ,"rid ....................................................................................................... 2#%.#.1.1. 0eomorp"ologic tourism potential ..................................... 2%%.#.1.#. Climate5tourism potential ..................................................... 2

%.#.1.%. ;ydrograp"ic tourism potential ........................................... 22%.#.1.(. >atural rarities as tourism potential .................................. 7'

%.#.#. 6led ......................................................................................................... 71%.#.#.1. 0eomorp"ologic tourism potential ..................................... 7#%.#.#.#. Climate /ourism 4otential ..................................................... 7%.#.#.%. ;ydrograp"ic tourism potential ........................................... 72%.#.#.(. >atural rarities and values ................................................... 78

%.#.%. Comparison o+ t"e natural +actors approac" o+ ,"rid and 6led............................................................................................................................. 7

%.%. Ant"ropogenic +actors .................................................................................... 7%.%.1. ,"rid ....................................................................................................... 7

%.%.1.1. Cultural and "istorical monuments .................................... 8'%.%.#. 6led......................................................................................................... 88%.%.%. Comparison o+ t"e ant"ropogenic +actors o+ ,"rid and 6led . . . . 1

%.(. !eceptive +actors .................................................................................... ........ #%.(.1. ,"rid ....................................................................................................... #%.(.#. 6led ......................................................................................................... %%.(.%. Comparison o+ t"e receptive +actors in ,"rid and 6led .............. %

%. . Accomplis"ed results ..................................................................................... %%. .1. ,"rid ....................................................................................................... %%. .#. 6led ......................................................................................................... (%. .%. Comparison o+ t"e accomplis"ed results between ,"rid and6led .................................................................................................................... (

%.2. /ourist structure ....................................................................................... ....... (%.2.1. ,"rid .......................................................................................................

%.2.#. 6led .........................................................................................................

%.2.%. Comparison o+ t"e tourist structure in ,"rid and 6led ...............

%.7. Income reali:ed ............................................................................................... 2%.7. 1. ,"rid ...................................................................................................... 2

%.8. -evelopment o+ selective kinds o+ tourism ............................................... 2%.8.1. ,"rid ....................................................................................................... 7

%.8.#. 6led .........................................................................................................%.8.%. Comparison o+ t"e possibilities +or development o+ selectivekinds o+ tourism in


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,"rid and 6led ..................................................................................................

%. . 4erspectives +or development ......................................................................

%. .1. ,"rid ..................................................................................................... 1''

%. .#. 6led ....................................................................................................... 1'#%. .%. Comparison o+ t"e perspectives +or development between ,"ridand 6led ........................................................................................................... 1'#

(. Conclusions and recommendations ..................................................................... 1'%. 6ibliograp"y .............................................................................................................. 1'7

List of tables

/able 1.? ;ig" priority issues o+ tourist products in ,"rid ..................................... ##

/able #.? S$,/ @Strengt"s3 $eaknesses3 ,pportunities /"reatsB analysis o+t"etourism in ,"rid ........................................................................................................ ..... #(

/able %.? unctions o+ t"e tourism distribution c"annel ........................................ ( /able (.? /ourist structure visiting t"e city o+ 6led .................................................

List of gures

igure 1.? -istribution C"annel ,ptions between International /raveler and t"e

,"rid /ravel Industry ..................................................................................................... 7


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University American College SkopjeMastersThesis

Acknowle g!ent

I would like to acknowledge and e*tend my "eart+elt gratitude to t"epersons w"o "ave made t"e completion o+ t"is -issertation possible. /"isdissertation could not "ave been written wit"out -r. 6ojad:iev w"o notonly served as my supervisor but also encouraged and c"allenged met"roug"out t"e making o+ t"is master


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Abstract

Since t"e 1 's3 t"e tourism industry "as played an increasingly

prominent role in urban economies. Its e*pansion "as been driven by anincrease in demand and in t"e e orts o+ suppliers. /"e growt" o+ touristtravel "as been attributed to numerous +actors. /"ese include t"e rise o+ global3 decentrali:ed corporations3 as well as t"e t"ickening o+ linkagesamong people around t"e world t"roug" s"ared publications3 t"e Internet3immigration3 t"e prevalence o+ )nglis" as a second language3 and acommon discourse around interests t"at transcend local3 and even

national boundaries. In response to t"is surge in demand3 cities "ave viedwit" eac" ot"er to capture part o+ t"e growing tourism market.

/"is paper provides an outline o+ principal marketing strategy issues andt"eir application in promoting ,"rid as a tourist destination. It provides anoverview o+ t"e literature used in preparation o+ t"is t"esis3 t"e analysis o+ t"e (4owadaystourism destinations +ace new and increasing marketing c"allenges arising+rom c"anging tourist be"avior and environmental conditions. Strategiesare needed to suit t"e c"anging and more demanding competitiveenvironment. /"e rst section addresses t"e imperative +or care+ul

environment analysis and assessment3 "ig"lig"ts t"e main aspects o+ strategy +ormulation and implementation3 and provides a brie+ overview o+ t"e appropriate +unctions o+ t"e marketing3 an issue o+ special interest instrategic marketing. In t"e ne*t section a critical evaluation o+ t"estrategic planning model is per+ormed3 "ig"lig"ting its merits3 weaknessesand limitations3 as well as t"e comparative study +or ,"rid and t"e city o+ 6led as a destination similar to ,"rid. Conclusions and recommendations

contributing to t"e e ective implementation o+ a marketing strategy indestination marketing are presented in t"e last section. At t"e endoutlined is t"e conte*t o+ t"e literature.


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"# $ntro uction

/ourism is one o+ t"e +astest growing service industries t"at contributessigni cantly to t"e growt" o+ many national3 regional3 and local

economies. In an economy suc" as &acedonian3 in w"ic" a signi cant parto+ e*port revenues s"ould be due to +oreign tourism3 it is important +orpolicymakers to understand t"e sensitivity o+ +oreign tourism demand wit"respect to its main determinants.

/"e capacity o+ tourism to promote economic e*pansion stems +rom t"e+act t"at3 as an e*port industry3 it induces new spending wit"in t"e localeconomy. /"is new direct spending generates new jobs and secondary

economic activity as new dollars ripple t"roug"out t"e economy. Inaddition to t"ese possible economic bene ts3 proponents o+ tourismredevelopment argue t"at3 in celebrating local culture3 t"ese projectsengender a sense o+ civic pride and cultural ascendancy t"at may elicit+eelings o+ solidarity and well5being in t"e local populace. /"ey alsomaintain t"at tourism redevelopment may result in en"anced services3improved in+rastructure3 and greater opportunities +or entertainment and

recreation.

"#" %esearch ob&ecti'es

/"e researc" objectives o+ t"is t"esis are to determine t"e current touristo er t"at ,"rid "as3 "ow and w"ere it is positioned in our country andabroad3 also w"ic" strategy is being used to penetrate ot"er markets. /"ispaper will also be o+ use to reveal t"e price3 product3 promotion anddistribution policy o+ t"e city o+ ,"rid towards t"e tourism. It "as to bestressed t"at t"is is a comparative study in w"ic" ,"rid is being comparedto 6led in many elds in order to see t"e relations"ip or t"e di erencesbetween t"ese tourist centers. It will reveal w"ere ,"rid is at t"e moment3w"ic" are t"e objectives t"at needs to be ac"ieved and w"ere t"e tourisms"ould strive to be positioned and w"ic" strategies to be used in order toac"ieve positive results.

"#( )orking h*+othesis /"e working "ypot"esis +or t"is master dissertation is to de ne t"estrategic marketing positioning approac" t"at ,"rid "as to "ave in order


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to know w"ere and to w"om @targeting and positioningB to o er itsnatural3 cultural and ot"er attractions and by t"at to become a desiredtourist destination. In order t"at to be done3 a comparative case studywit" t"e city

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o+ 6led will be conducted. 6y doing t"at comparative case study3conclusions will be driven in order to see w"at improvements can be doneand in w"ic" eld3 w"et"er would t"at be t"e pricing policy3 t"e product

policy3 t"e promotion or even t"e distribution and sales policy3 as well asw"ic" tourist +actors "ave to be improved.

"#, Metho olog*

Since t"is is a comparative study3 t"e comparative case studymet"odology s"all be used3 meaning t"at several key +actors in t"e eldo+ tourism s"all be researc"ed and compared. /"at needs to be done in

order to get a clear picture o+ t"e tourist o er t"at is present at t"emoment. Some o+ t"e key +actors are t"e +ollowing? /ourist5geograp"icalposition3 Approac" towards t"e natural +actors as an integrative part int"e tourist product3 Ant"ropogenic +actors3 !eceptive +actors3Accomplis"ed results3 /ourist


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(# Anal*sis of the current strategic !arketing +ositioning of Ohri

/"e tourism Fproduct< is an e*perience ac"ieved t"roug" t"e combinationo+ a diverse array o+ products and services @;eat" $all3 1 (G Scott34ar tt aws3 #'''B. or visitors3 t"e product is t"e total e*perience3covering t"e entire amalgam o+ all aspects and components o+ t"eproduct3 including attitudes and e*pectations. According to &iddleton Clarke @#''1B3 t"e overall tourism product is a package3 and mig"t bede ned in terms o+ ve main components3 namely? destination attractionsGdestination +acilities and servicesG accessibility o+ t"e destination@including transportBG images3 brands and perceptionsG price to t"e visitor.;ence3 destination is a provider o+ e*periences.-estinations can increasingly be seen as Fclusters< or aggregations o+ businesses3 consisting o+ mainly Small &edium5si:ed /ourism )nterprises@S&/)sB. -estination marketing t"us involves many stake"olders and acomple* product o er @0oodall As"wort"3 1 7B. /"roug" new webtec"nology tools and interoperability3 S&/)s can develop an integratedin+rastructure and assist eac" ot"er in providing t"e customer wit" a

Fcomplete< e*perience3 including t"e delivery o+ complementary products@6u"alis3 #'' B. -estinations are among t"e most di=cult entities tomanage and market3 owing to t"e comple*ity o+ relations"ips betweenstake"olders @6u"alis3 #'''G 4ike3 #''(B. 9irtually all -estination&anagement ,rgani:ations @-&,sB and tourism industry enterprises "averecogni:ed t"eir interdependence3 and work toget"er in some +orm orot"er to market tourism to t"eir "ome countries or regions. Comple*ity

and interdependency among stake"olders "ave resulted in t"e creation o+ many local tourism marketing alliances and partners"ips between t"eprivate and public sectors @4almer 6ejou3 1 G Selin &yers3 1 8B.

/"ese +orms o+ cooperative marketing are particularly e=cient in t"edestination marketing. ) ective collaborative marketing e orts reHuiremore t"an strong leaders"ip and administrative support. A number o+ internal +actors including a s"ared vision3 goal accomplis"ment3 and open

communication between members will contribute to e ectivecollaboration and member satis+action. A well5known e*ample o+ destination marketing partners"ip is F&aison de rance


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responsibility o+ coordinating renc" tourism marketing and is generallyrecogni:ed as a model o+ good practice @9arvaressos Soteriades3 #'' B.

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/"ere is an increased demand +or destination marketing3 due to risingcustomer e*pectations and growing competition between destinations

@4ike3 #''(G Scott et al.3 #'''B. In response3 more sop"isticated marketingis used including product development3 en"anced promotional imageryand targeting o+ speci c market segments. -estination marketingpartners"ips are important because most destinations "ave to competeon a global level. /"e preponderance o+ small businesses in destinationsand t"e diversity o+ objectives in larger organi:ations is an impediment tot"e implementation o+ strategic destination marketing @Scott et al.3 #'''B.Additionally3 destination marketing +unctions and activities must besupported by a -&,3 a structure aiming at? managing t"e tourism systemGimproving t"e competitiveness o+ t"e regional tourism industryG improvingdestination attractivenessG en"ancing destination per+ormanceG andincreasing marketing e ectiveness. A good e*ample o+ success+ul -&, isF/ourismo de 6arcelona


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needed to reali:e t"em. Strategies t"ere+ore s"ow "ow objectives may bepinpointed. Calver @1 (B pointed out t"at t"e use o+ t"e term Fstrategyevert"eless3 t"e preponderance o+ smallbusinesses in resorts and t"e diversity o+ objectives o+ t"e largerorgani:ations is an impediment to t"e implementation o+ strategic

destination marketing @4almer3 1 8B. inally3 wit" regard to electronicmarketing3 -&, needs to be able to o er a +ull service to any user3 and itsweb pages need to act as a portal +or t"ose operators3 attractions andaccommodation providers t"at e*ist wit"in its region @!yan3 #'' B.;owever3 many -&,s "ave scarce resources. A range o+ competingmotives also drives t"em. !yan @#''#B describes t"e political +rameworkwit"in w"ic" -&,s operate. In brie+3 in spite o+ calls +or strategic and

rational planning regimes3 t"e nature o+ bot" t"e +unding and t"estake"olders o+ten means t"at -&,s are De*ible and inconsistent inmarketing.In common3 t"e marketing mi*3 or strategy3 s"ould be viewed as apackage o+ o erings designed to attract and serve t"e customer or visitor.,"rid s"ould develop bot" e*ternal and internal marketing mi*es +ordi erent target markets. In terms o+ t"e internal mi*3 marketing services

suc" as recreation and tourism di er +rom marketing tangible products.,"rid must direct as muc" attention at marketing to customers on site toattracting t"em. In t"is respect3 internal marketing is important becausedissatis ed customers can e ectively cancel out an ot"erwise e ectivemarketing strategy.

/"e success o+ internal marketing is dependent on creating anatmosp"ere in w"ic" employees desire to give good service and sell t"e

businessOcommunity to visitors. /o create suc" an atmosp"ere reHuires t"e +ollowing +our importantelements?@1B ;ospitality and 0uest !elations555An organi:ation wide emp"asis on"ospitality and guest relations3 including a customer oriented attitude ont"e part o+ t"e owners and managers as well as t"e employees. I+ t"eownerOmanager is not customer sensitive3 it is unlikely t"e lower paidemployees will be.@#B Puality Control555A program w"ic" +ocuses on improving bot" t"etec"nical Huality @t"e standards associated wit" w"at t"e customerreceivesB and t"e +unctional Huality @t"e standards associated wit" "ow


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@(B )mployee &orale5554rograms and incentives aimed at maintainingemployee morale. /"e incentives can be bot" monetary and non5monetary.

A customer oriented atmosp"ere usually results in customers t"at aremore satis ed3 do less complaining and are more pleasant to serve. /"is"elps build employee morale3 t"eir desire to provide good service andt"eir e=ciency.

/"e e*ternal marketing mi* includes productOservice3 price3 placeOlocation3and promotion w"ic" will be reviewed later on.

(#"# Market %esearchAccording to t"e observation +rom previous e*perience3 it "as to bestressed out t"at ,"rid "as so +ar attempted to market itsel+ as touristdestination wit"out accurate in+ormation about its resources @+acilities3services3 sta B3 image @projected vs. actualB3 and "ow well its customersare satis ed. $it"out t"is in+ormation3 it is di=cult to make ot"erdecisions in t"e planning process. Included s"ould be suc" t"ings asrecreational and entertainment +acilities3 cultural and "istoric sites3overnig"t accommodations3 restaurants3 s"opping opportunities3 specialevents and activities3 sta si:e3 and transportation. )ac" item o+ t"eQinventoryQ s"ould also be assessed in terms o+ Huality and availability.In t"e past decade3 a new situation "as emerged on t"e internationaltourist market. /ec"nological development and advances "ave broug"tc"anges to t"e market structure3 as well as to t"e use o+ marketing3 t"usallowing +or a concentration o+ service providers. $it" pressure +rom evergrowing competition3 as well as t"e battle +or market s"are3 serviceproviders "ave entered into vertical and "ori:ontal integrations3 w"ic"make t"em cost e ective and competitive in terms o+ Huality. Smallermarket players "ave been +orced to nd t"eir place in market nic"es.,ne crucial t"ing w"en conducting a market researc" is to assess t"eimpact o+ environmental +actors @suc" as economic3 social and politicalB onpresent and +uture markets. C"anges in t"ese +actors can createmarketing opportunities as well as problems.


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(#"#"# 1e!ogra+hic an Lifest*le Tren s

C"anging demograp"ics and li+estyles are "aving a major impact onrecreation and tourism participation. An assessment o+ t"ese trends is

important to understand "ow t"ey will likely a ect ,"rid tourism.Some o+ t"e important trends t"at bear watc"ing @)dgell3 -. .3 !u+3 J. Agarwal3 A.3 1 B?@1B population growt" and movementG@#B rural community growt" compared to metropolitan areasG@%B number o+ adult women employed outside t"e "omeG@(B t"e number o+ "ouse"olds is growing3 especially non +amily and single

parent "ouse"olds3 but +amily si:e is decreasingG@ B t"e impact o+ two wage earner "ouse"olds on real +amily incomeG@2B t"e number o+ retired persons wit" t"e nancial ability to travelG@7B better "ealt" to an older ageG and@8B continued aging o+ t"e population @we are becoming a middle aged

societyB.

(#"#(# Econo!ic Con itions

According to )dgell3 -. .3 !u+3 J. Agarwal3 A. @1 B3 overall economicconditions can "ave signi cant impacts on recreation and tourismmarkets. A marketing strategy t"at is e ective during periods o+ lowunemployment rates may "ave to be signi cantly adjusted i+ unemployment increases. /"e local and national communities s"ouldmonitor and assess t"e likely impact o+ +actors suc" as unemploymentrates3 real +amily income3 rate o+ inDation3 credit availability3 terms andinterest rates. Consideration s"ould also be given to t"e prices o+ complementary products3 suc" as lodging3 gasoline and recreationeHuipment.

(#"#,# Laws an 2o'ern!ent Actions

As a comple* industry3 tourism is signi cantly a ected bot" positively andnegatively by laws and by actions o+ governmental agencies. or instance3

rulings on suc" t"ings as liability issues or decisions regarding building and"ealt" codes may c"ange or possibly prevent t"e construction o+ a proposed+acility. I+ a public +acility c"anges t"e prices o+ its services3 t"is could a ect


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t"e service o erings o+ associated private businesses. /"ese actions may

"ave bot" positive and negative e ects on t"e marketing e orts o+ t"eaut"orities. /o avoid

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wasting valuable resources it is important t"at ,"rid and t"e aut"oritiescontinually monitor and evaluate governmental actions @)dgell3 -. .3 !u+3J. Agarwal3 A.3 1 B.

(#"#-# Technolog*

/ec"nological developments are increasing rapidly. >ew recreationproducts3 suc" as all5terrain ve"icles3 provide new ways +or people tosatis+y t"eir recreational pre+erences. >ew production tec"nologies andmaterials o er recreation and tourism businesses ways to reduce costsand improve t"e Huality o+ t"eir productsOservices @!yan3 C.3 #'' B.

Advances in telecommunications "ave and will continue to create newpromotional opportunities. /ec"nological innovations3 in relation to jobsand t"e "ome3 "ave resulted in increased leisure time +or many people.

(#"#3# Co!+etition

,"rid must identi+y and analy:e e*isting and potential competitors. /"eobjective o+ t"e analysis is to determine t"e strengt"s and weaknesses o+

t"e competitionEs marketing strategies. According to @4orter3 1 B3 t"eanalysis s"ould include t"e competitionEs?@1B productOservice +eatures and HualityG@#B location relative to di erent geograp"ic marketsG@%B promotional t"emes and messagesG@(B pricesG and@ B type o+ customer t"ey are attracting.

The E4%O an $nternet "ave made it easier to compare destinationsand pricesG t"ey "ave reduced t"e time necessary to collect in+ormationand "ave allowed +or simple irect booking .Stan ar i5ation on di erent levels o+ t"e price5service ratio isincreasingly becoming more and more present in t"e "otel industry. /"eattractiveness o+ standardi:ation +rom t"e buyer


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more speciali:ed o er@all5inclusive3 wellness3 romantic "olidays3 club5style"olidays3

"olidays+or art or +ood

lovers3 speciali:ed o ers +or singles3 nudist3 orvarious sports

a cionados

@tennis3 gol+3

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eHuestrianB3 day careOc"ildren


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As a response to t"e rate o+ t"e contemporary urban way o+ li+e3 t"edemand +or untouc"ed3 ecologicall* clean areas is increasing. 4ersonalsafet* "as become one o+ t"e main criteria3 w"ile a trend towardspersonal healthcare @wellness3 tnessB "as increased.1i'ersi cation of target grou+s / !ecently3 a mere a=liation to a

social and demograp"ic group "as proven to be too general to classi+y t"etourism market3 even t"oug" t"e trend o+ t"e ageing demograp"ic groups"ould not be overlooked. /"e market is becoming increasingly+ragmented and broken into subgroups w"ic" are de ned by li+e

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style3 personal propensity3 needs and living situation. /odayEs tourists are more e*perienced and demanding t"an ever be+ore. /"e tourist market is dynamic. Its supply and demand are mutually

dependant and c"ange accordingly. ,n t"e one "and3 supply +ollows t"ec"anges in demand pre+erences. ,n t"e ot"er "and3 demand3 w"ic" isaccustomed to "aving its wis"es and needs met3 "as seen a growt" ine*pectations and t"ey are becoming increasingly di=cult to satis+y. /oimprove t"e tourism o erings3 many destinations are raising t"estandards and in turn t"is increases t"e level o+ tourist e*pectations. /"e+avorable 8alue for Mone* ratio is increasingly more implicit and no

longer su=cient +or a success+ul and good "oliday. /ourists e*pectExperience for Money 3 in ot"er words3 Emotion for Money . All destinationsw"ic" intend to maintain t"eir market s"are are moving in t"is direction.&oreover3 ,"rid must also +ollow t"is direction s"ould it "ope to become aHuality tourist destination and pro t +rom tourism in t"e long term.

/able 1. ;ig" priority issues o+ tourist products in ,"rid-

Convention and incentive tourism- !ural tourism activities- All5Inclusive- ,utdoor activities- -iving- >autical tourism activities- is"ing- ,utdoor O nature activities- Cycling

Source? &arinoski3 >. @#''1B. /uristicka 0eogra ja na !epublika

&akedonija3 p.#( 5#(8 6esides t"e above mentioned t"emes3 t"e sun andlake continue to be t"e main motivation +or tourists coming to ,"rid.4ackage tours are also becoming more and more signi cant. )*cept +orurban environments3 , " r i d possesses "ig" Huality natural resources +ort"e development o+ di erent +orms o+ adventure tourism.As said above3 t"e most important tourism potential in ,"rid is t"e , " r id a k e . According to &arinoski3 >. @#''1B3 t"e uniHue c"aracteristics o+

t"e water @crystal clear and cleanB and coastline @lengt" and indentation Nappro*imately #' km. longB toget"er wit" a mild climate "ave long beenrecogni:ed and used as t"e main comparative advantages o+ ," rid


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tourism. /"e distinctly indented coastline and a "ost o+ picturesHue sites boastingric" cultural and

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"istorical "eritage o er t"e ideal preconditions +or beac" tourism @Rsunand lake B. /"e coast also lends itsel+ to tapping into untapped marketnic"es in areas o+ culture3 adventure3 etc. /"is study "as revealed t"at t"e

basic moti+ +or coming to ,"rid is +or t"e sun and lake N +or over 'T o+ guests. It is important to mention t"at relatively +ew tourists come to,"rid because o+ its ot"er attractions and o erings3 suc" as culture orecotourism3 w"ic" con rms t"e necessity to de ne3 s"ape and adeHuatelypromote t"ese +orms o+ tourism o er.

Some culturally renown landmarks3 w"ic" "ave international recognition3

"ave been only partly e*ploited as uniHue selling points3 e.g. t"e ,ld parto+ t"e /own. /"ey give an identity to t"e ,"rid tourism3 w"ic" makes itstand out +rom its ot"er competitors.

/ourism may become one o+ t"e basic drivers o+ development3 especiallyin areas w"ere it "as so +ar been marginali:ed3 providing t"at t"ere e*istsa tourism potential. )ac" and every s u b j e c t i n t o u r i s m mustconcentrate on t"e development o+ t"e tourism o erings w"ic" will "ave

t"e greatest inDuence on increasing t"e gross domestic product andemployment3 w"ic" are attractive to investors3 and in particular t"osew"ic" can utili:e t"e uniHueness o+ t"e local potential.


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(#"#9# S)OT Anal*sis

6ased on t"e analysis o+ t"e market researc"3 and t"e e*amination o+ basic world tourist trends3 I "ave come up wit" t"e basic advantages3

weaknesses3 opportunities3 and t"reats to t"e +uture development o+ t"etourism in ,"rid.Table (# S)OT :Strengths0 )eaknesses0 O++ortunities ; Threatsatural beauty o+ t"e ake ,"rid and i t s s " o r e 3 as well as

ourism potential in5 /"e image o+ a lower Huality summer tourist destination and t"eimage o+ a country

"e continental part @monasteries3 c"urc"es3 protected areas3 etc.B +rom t"e war5torn 6alkans.

)cologically clean and natural surroundings.5 agging be"ind in terms o+ concepts and tec"nology and a lowaverage level o+

4ersonal sa+ety3 in terms o+ bot" accommodation and Huality o+ accommodation +acilities

estination5 An e*tremely small presence o+international brands

A ric"3 cultural and "istorical "eritage wit" globally 5 An unsatis+actory c"oice o+ Huality events and variety o+ ecogni:ed and protected locations servicesG insu=cient "ospitality and c"arm

5 An overall poor transit in+rastructure and inadeHuate connections onall levels @i.e.

airlines3 etc.B5 ow level o+ occupancy rates o+ +acilities3"ig"ly

pronounced seasonalityand

low average rates wit" respect to international competitors.5 iHuidity problems and insolvency o+ amajority o+ tourist companies

5 ack o+ pro+essional managementO++ortuni

esThreats

Continuous growt" in interest o+ emitive markets +orestinations reac" 5 ConDicting development options.

wit" preserved culture and nature 5 >on5stimulating macroeconomic +rameworkAvailability o+ Huality coastal area? due to a stagnation period3

*cessive5 >atural potential is jeopardi:ed due to +orest 8res3 owing toinsu=cient care o+ waste

evelopment "as never come about3 and t"ere+ore3 beauti+ul andnspoiled nature waters and unlicensed garbage dumps and uncontrolled s"ing

as been largely preserved.5 Intensive development o+ international competition in t"e sense o+new concepts3

/"anks to its geograp"ical location3 along wit" an adeHuate transitn+rastructure3 "ig"er Huality3 and better per+ormance o+ business operations.

"rid can increase its s"are o+ individual guests3 and coac" tours.5 -ue to un+avorable demograp"ics and total economicdevelopment in

/ourism can stimulate a +aster growt" o+ production and trade3 byway o+ tourist $estern )urope3 demand could stagnate at a "ig" level.ompanies selling &acedonian products3 especially i+ t"ey areompetitive bot" in

5 Ine=ciency o+ spatial plan implementation and bending o+ :oningregulations

rice and Huality3 and t"us contributing to t"e place5speci c tourismupply.

5 Unplanned usage and speculative purc"ases o+ building landmay appreciate

Unpolluted soil suitable +or cultivating organically grown +ood. building land prices w"ic" in turn may dissuade potential investors.5 4ossible lack o+ close cooperation at all political3 administrative3economic and sociallevels.5 )*tra long privati:ation process may delay t"e start o+ t"einvestment process.

rom t"e S$,/ analysis it can be pointed out t"at t"e strengt"s s"ould bema*imally used in order to gain and retrieve customers. 6ut3 also t"eopportunities s"ould be care+ully +ollowed and used in +uture. /"e


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weaknesses t"at ,"rid "as3 "as to be improved eac" and one by one3especially t"e in+rastructure3 t"e image o+ low Huality summer destinationand so on. !egarding t"e t"reats3 attention s"ould be driven to minimi:et"em and not letting t"em to stand as a +actor w"ic" will slow or stop t"edevelopment o+ t"e tourism in ,"rid.

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#(


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(#(# Seg!enting0 targeting an +ositioning

/"e approac" towards t"ese t"ree postulates o+ success+ul marketing is o+

"ig" importance +or every subject in tourism. /"at is t"e case wit" ,"ridas well. 6ecause o+ t"e lack o+ e*pertise in t"e making o+ t"e tourismpolicy +or t"e city o+ ,"rid by t"e subjects involved3 "ere is given abroader view o+ t"ese t"ree postulates and "ow ,"rid s"ould +orm itstourist o er and to w"om to o er it.

(#(#"# Seg!entation

&arket segmentation can be de ned as t"e process t"roug" w"ic" people@bot" tourism providers and consumersB wit" similar needs3 wants andc"aracteristics are grouped toget"er so t"at a tourismbusinessOorgani:ation can use greater precision in serving andcommunicating wit" t"ese groups @marketingB @4ike3 #''(B. /"ere areassociated bene ts o+ segmentation @e.g. identi+ying partners"ips topromote networking and guiding researc" and developmentB but t"ebottom line is t"at it enables better marketing decisions3 and promotesmore viable operations. In more general terms3 segmentation comes downto ties t"at connect two or more individuals @or businessesB toget"erG itcould be t"eir age3 t"eir love o+ certain music3 t"e maga:ines t"ey read3or w"at t"eir son or daug"ter is doing in sc"ool. /"e possibilities areendless.In terms o+ its current market segmentation3 +rom t"e previous researc"t"at was conducted3 ,"rid "as made a mistake o+ attempting to be allt"ings to all people. It is di=cult3 and risky3 to develop marketingstrategies +or t"e mass market. Strategies designed +or t"e QaverageQcustomer o+ten results in unappealing products3 prices3 and promotionalmessages. or e*ample3 it would be di=cult to develop a campground t"atwould be eHually attractive to recreational ve"icle campers andbackpackers or promote a property to serve bot" snowmobilers andnature oriented cross country skiers.

/"e major markets segments +or ,"rid s"ould include +ree independenttravelers3 outdoor adventurers3 and culturalO"eritage ent"usiasts. As wit"................


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most tourism regions3 t"e market and regional markets make up t"e largemajority o+ visitors.A+ter several years o+ modest increases in visitors during t"e early #'''s3,"rid "as seen strong attendance increases since #''(.!ecognition and awareness o+ ,"rid itsel+ is very low3 even amongst key

travel markets. &any regional visitors come to t"e area +or its outdooradventure e*periences3 but most

#


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long5"aul and international visitors are in transit to ot"er destinations3including many )uropeans on t"e 0reek coast. /"e number o+ destination5

oriented tourism visitors is low but t"e potential +or t"is market ise*cellent and growing.>ational and international tourism trends s"ow t"at visitor markets andt"e industry continue to c"ange. 9isitor motives +or travel are becomingmore attraction5oriented and +undamentally di erent +rom t"e socially5oriented +ree independent traveler o+ t"e past. &ost visitors are alsoseeking more convenience3 more learning and educational e*periencesand outdoor recreation activities w"ere t"e e*perience is a sa+e one @i.e.so+t adventurersB.&arketing is strongly based on market segmentation and targetmarketing. According to Jotler @#''8B3 market segmentation is t"e processo+?@1B taking e*isting andOor potential customersOvisitors @marketB andcategori:ing t"em into groups wit" similar pre+erences re+erred to asQmarket segmentsGQ@#B selecting t"e most promising segments as Qtarget marketsGQ and@%Bdesigning Qmarketing mi*es3Q or strategies @combination o+ t"e ( 4sB3w"ic" satis+y t"e special needs3 desires and be"avior o+ t"e targetmarkets.

(#(#"#"# A++roaching Seg!entation

/"ere is no uniHue or best way to segment markets3 but ways in w"ic"customers can be grouped are?@1B location o+ residence555instate3 out5o+5state3 localG@#B demograp"ics555age3 income3 +amily status3 educationG@%B eHuipment owners"ipOuse555!9Es3 sailboats3 canoes3 tents3

snowmobilesG@(B important product attributes555price3 Huality3 HuantityG and@ B li+estyle attributes555activities3 interests3 opinions.

/o be use+ul3 t"e segment identi cation process s"ould result in segmentst"at suggest marketing e orts t"at will be e ective in attracting t"em and................


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at least one segment large enoug" to justi+y speciali:ed marketing e orts.&arket segmentation can be approac"ed +rom two broad directions?supply side @e.g. grouping similar products toget"erB or t"e demand [email protected]. demograp"ics and be"avioral patterns o+ touristsB. /"e objective isconsistent? trying to reac" out to potential customers in a more cost

e ective manner. /"e levels o+ segmentation can be broad @e.g.#2


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businesses o ering an Foutdoor< e*perienceB or narrow @e.g. a segment o+ t"e population in a set geograp"ical boundary3 w"o "ave a certain

medical condition3 wit" c"ildren3 in a particular income bracketB. /"e approac" to segmentation is important "owever. /"ere is a debateabout F4roduct 4us"< versus F&arket 4ull


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larger t"e market t"e weaker t"e ties.Targetable: /"e easier it is to reac" people in a nic"e market3 t"e better. Itis better i+ t"ey are all receiving t"e same newsletter or visit t"e samelocation on a regular basis.An e*ample o+ a +ocused market is students. /"is nic"e is also targetable

because it "as its own speci c newsletters3 associations and con+erences.An e*ample o+ a nic"e market t"at is not particularly +ocused but istargetable is t"e

#7


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F+amily people< segment. It is not +ocused as t"e only connection is t"enameG individuals are likely to "ave disparate interests and passions. $it"

today


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wit" above average income. ;ere it s"ould be pointed out t"at t"is is nott"e case in ,"rid and &acedonia because o+ t"e income t"at t"isgeneration receives. /"e +ront end is also approac"ing @wit"in 1' yearsBretirement age and will t"ere+ore "ave t"e money and t"e time to travel.

/"e Fec"o< generation @c"ildren

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o+ t"e boomersB are also creating peak demands on certain products andservices. 6orn between 1 8' and 1 3 t"e +ront end is into t"eir twentiesand taking part in independent3 adventure travel. /"ey are also muc"

more tec"nologically advanced and "ave been broug"t up in a generationwit" strong concerns +or t"e environment. ,t"er sub sectors and ageco"orts also need to be understood to more e ectively communicate wit"t"em.

(#(#"#-# Beha'ioral Seg!entation

4eople


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driven to researc"ers in t"e cultural "eritage eld3 geograp"ers3 andpeople wit" special interest in "ealt" conservation in natural conditionsand so on.

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0iven t"e small si:e o+ t"e local industry3 it will only take incrementalincreases in visitor volumes to "ave a signi cant impact on tourismrevenues. /"e best opportunities +or attracting t"ose visitors are among

regional and s"ort5"aul markets3 rst3 because t"ey represent t"e bulk o+ e*isting visitors and second3 because t"ey are muc" easier to reac" andappeal to.

/"e long5term outlook +or tourism in ,"rid is positive. In t"e s"ort5term3t"e best opportunities are in t"e regional and s"ort5"aul markets3including )urope touring travelers. 9isitors most likely to be attracted tot"e region @older5aged3 wealt"y touring travelersB are looking +or

amenities and so+t5adventures.

(#(#(#"# Marketing ob&ecti'es for each target !arket

&arketing objectives w"ic" contribute to t"e accomplis"ment o+ t"eoverall objectives s"ould be establis"ed +or eac" target market. Accordingto &iddleton3 9. wit" Clarke3 . @#''1B3 objectives serve a number o+ +unctions including?

@1B guidance +or developing marketing mi*es +or di erent targetmarketsG@#B in+ormation +or allocating t"e marketing budget between target

marketsG@%Ba basis +or objectively evaluating t"e e ectiveness o+ t"e marketingmi*es @setting standardsBG and@(Ba +ramework +or integrating t"e di erent marketing mi*es into t"eoverall marketing plan.

/"e target market objectives s"ould?@1B be e*pressed in Huantitative termsG@#B be measurableG@%B speci+y t"e target marketG and@(B indicate t"e time period in w"ic" t"e objective is to be accomplis"ed.

or e*ample3 increase t"e number o+ overnig"t stays by people +rom t"eJosovo market over t"e ne*t two years by twenty percent.

It is important to rank objectives by priority and care+ully evaluate t"em toensure t"at t"ey are reasonable given t"e strengt" o+ t"e competition andresources available +or marketing.


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(#(#,# =ositioning

4osition is a +orm o+ market communication t"at plays a vital role inen"ancing t"e attractiveness o+ a tourism destination @-i&ingo3 1 88B.

;ere are described t"e di erent parts o+ t"e positioning process andapplies it to t"e case o+ positioning ,"rid on t"e tourist map.,ne o+ t"e most e ective tools in tourism marketing is positioning. /"eobjective o+ positioning is to create a distinctive place in t"e minds o+ potential customers3 a position t"at evokes images o+ a destination in t"ecustomers mindG images t"at di erentiate t"e destination +rom t"ecompetition and also as a place t"at can satis+y t"eir needs and wants.

4ositioning is a communications strategy t"at is t"e natural +ollow5t"roug"o+ market segmentation and target marketing @-i&ingo3 1 88B. Sincemarket segmentation is based on t"e notion t"at di erent tourismdestinations appeal to di erent types o+ tourists3 target market segmentsmust be selected be+ore tourism marketers can begin to entice t"esepotential customers. An e ective positioning strategy provides acompetitive edge to a destination t"at is trying to convey its

attractiveness to t"e target market. /"e purpose o+ t"is part is to discuss t"e vital role played by positioning intourism marketing and to present various approac"es to positioning atourism destination3 i.e. ,"rid. 4ositioning is more t"an just imagecreation. /"is important +orm o+ market communication "elps todistinguis" ,"rid +rom similar destinations so t"at customers can c"oose,"rid as t"e most attractive. /"us3 true positioning di erentiates a

destination +rom its competitors on attributes t"at are meaning+ul tocustomers and gives it a competitive edge. ;owever3 t"is is a comple*process t"at reHuires care+ul analysis o+ t"e attributes t"at ,"ridpossesses and t"e needs o+ t"e target markets. Selection o+ a positioningstrategy t"at creates a distinctive place in customersE minds is essential inpreventing t"e +ollowing pit+alls @ ovelock3 1 1B?

1.,"rid is +orced into a position o+ competing directly wit" a strongercompetitor. or e*ample3 a destination t"at is +urt"er +rom t"esource o+ its visitors may be relegated to a secondary or tertiarylevel o+ competition wit" destinations t"at are closer to t"e market.


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#.,"ridEs position is so unclear t"at its target market does notrecogni:e t"e message t"at is being sent to t"em. /"is o+ten"appens w"en a destination tries to be all t"ings to all people.

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%.,"rid "as no identity or "as a negative image in customersE mindsand does not create customer demand.

(#(#,#"# E7ecti'e =ositioning

According to t"e basic principles o+ marketing3 products and services arecreated to solve customer QproblemsQ @i.e.3 to satis+y needs and wantsBand provide bene ts. /"us3 to be e ective3 positioning must promise t"ebene t t"e customer will receive3 create t"e e*pectation3 and it o ers asolution to t"e customerEs problem. I+ at all possible3 t"e solution s"ouldbe di erent +rom3 and better t"an t"e competitionEs solution set3especially i+ t"e competitors are already o ering a similar solution@-i&ingo3 1 88B.4ositioning s"ould be a single5minded concept3 an umbrella +rom w"ic"everyt"ing else Dows. 4roperly targeted3 single5minded positioning a ectseveryt"ing a destination does or stands +or3 not only advertising3 but alsoall o+ its promotions. 4ositioning also a ects policies and procedures3employee attitudes3 customer relations3 complaint "andling3 and t"emyriad o+ ot"er details t"at combine to make t"e tourism e*perience.

/ourism services compete on more t"an just image3 di erentiation3 andbene ts o ered. /"ere must be a consistency among t"e various o eringsand it is t"e positioning statement t"at guides t"is consistency. ikewise3alt"oug" positioning can be applied +or an entire country3 a given area3 ora speci c city3 tourism o=cials s"ould develop a consistent message i+ t"ecity o+ ,"rid plans to use one market to generate business +or anot"er.

/"ere are two tests o+ e ective positioning. irst3 t"e position must bebelievable in t"e touristEs mind. Second3 t"e destination must deliver t"atpromise on a consistent basis.

(#(#,#(# =ositioning $ntangibles

,ne o+ t"e biggest c"allenges +aced by tourism marketers is t"at t"eproduct is largely intangible. Some would argue ot"erwise3 because w"atis more important t"an t"e "otel room3 t"e meal3 t"e beac"3 t"e lake3 and

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t"e mountainsV /"ese are all tangible aspects o+ t"e tourism destination.;owever3 t"ese tangibles are w"at is being QsoldQ3 but not w"at is beingQmarketedQ. I+ we were selling beac"es or mountains3 w"at di erencewould it make w"ere t"e tourist went3 assuming a comparable level o+ HualityV

E$"at we are marketing3 o+ course3 are intangibles. /"e tangibles areessential and necessary but as soon as t"ey reac" a certain level o+ acceptance3 t"ey become secondary.

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6ecause t"ey are so di=cult to di erentiate3 to be competitive3 t"eintangibles "ave to be marketed. )ven as tangibles3 mountains andbeac"es "ave a measure o+ intangibility because t"ey are e*perienced

rat"er t"an possessed @!yan3 #'' B.I+ tourism products are mostly intangible3 t"ey "ave to be marketed wit"tangible evidence. /"is is w"at is re+erred to as Qtangibili:ing t"eintangible.Q ;owever3 t"is is a complicated process. 6y emp"asi:ing t"econcrete elements one may +ail to di erentiate onesel+ +rom t"ecompetition3 and since t"e intangible elements are abstract3 byemp"asi:ing t"e abstract one compounds t"e intangibility. /"us3 t"e

positioning o+ ,"rid s"ould +ocus on en"ancing and di erentiatingabstract realities by manipulating t"e tangible clues.Un+ortunately3 being aware o+ t"is need does not ease t"e problem. It isstill di=cult to nd meaning+ul tangible evidence t"at supports intangibleconstructs. $"at must be done3 is to create a QpositionQ in t"e touristEsmind. /"at is w"y positioning relies "eavily on target marketing. /"emental constructs "eld by t"e target market must be known3 as well as

t"e tangible evidence t"at sustains t"em. 4ositioning3 t"en3 is a relativeterm. It is not simply "ow t"e destination is perceived3 but "ow t"eperceived image per+orms in relation to competing images. It is t"ecustomerEs mental perception w"ic" may3 or may not3 di er +rom t"eactual p"ysical c"aracteristics. It is most important w"en3 t"e product isan intangible and t"ere is little di erence among t"e competitionregarding t"e p"ysical c"aracteristics.

(#(#,#,# The +ositioning +rocess

/"e positioning process consists o+ t"e various steps needed to developan e ective positioning strategy. /"is process must be continuous to keepup wit" c"anges in t"e environment including t"e c"anging needs o+ t"ecustomer and t"e competitor


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(#(#,#-# Market =ositioning

&arket positioning is t"e rst step and is de ned as t"e process o+ identi+ying and selecting markets or segments t"at represent businesspotential3 to determine t"e criteria +or competitive success @-i&ingo31 88B. /"is must be based on a t"oroug" knowledge o+ t"e

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needs3 wants3 and perceptions o+ t"e target market3 along wit" t"ebene ts o ered by t"e destination. /o do t"is3 a +ew crucial Huestionsmust be answered. /"ese are?

1.$"at is important to t"e target marketV#.;ow does t"e target market perceive ,"rid as a destinationV%.;ow does t"e target market perceive t"e competitionV(.$"at attributes s"ould ,"rid as a destination use to di erentiate itsel+ to make t"e best use o+ its limited resourcesV

/"e reality o+ t"e matter is t"at i+ t"e target market doesnEt perceive t"eimage3 t"e image does not e*ist. I+ t"e target market does not believe

t"at w"at t"e destination "as to o er is a bene t3 it isnEt a bene t. I+ t"etarget market doesnEt believe t"at t"e bene t can be delivered3 promisesare meaningless. I+ t"e bene t isnEt important to t"e target market3 it isnEtimportant. I+ t"e bene t is not perceived as being di erent +rom t"at o+ t"e competition3 t"en di erentiation "as not succeeded. In s"ort3 images3bene ts3 and di erentiation are solely t"e perception o+ t"e tourist3 nott"e perceptions o+ tourism o=cials or t"e tourism marketer.

According to observations +rom t"e previous e*perience3 t"e +ollowings"ows t"e top ranked activities identi ed by +oreign visitors?

1. Sig"tseeing o+ t"e lake#. S"opping%. -ining out(. 0uided tours

. 9isiting landmarks

2. /aking pictures7. 6eac" activities8. Swimming

. 9isiting galleries. /"e t"ree "ig"est ranked activities @Sig"tseeing o+ t"e lake3 S"opping3 and-ining out in !estaurantsB seem to provide an advantage to ,"ridbecause t"ese are readily available. In addition3 +oreign visitors w"o are

planning to travel to ,"rid3 initially3 do not "ave speci c places to visit.Instead3 t"ey searc" +or a trip t"at "as several attributes similar to t"oselisted below?


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Some place w"ere ot"er people went

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destination in t"e visitors minds.

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4syc"ological positioning is a strategy employed to create a uniHueproduct image wit" t"e objective o+ creating interest and attractingvisitors @-i&ingo3 1 88B. Since it e*ists solely in t"e mind o+ t"e visitor3 it

can occur automatically wit"out any e ort on t"e part o+ t"e marketer andany kind o+ positioning may result. /wo very dissimilar destinations maybe perceived as t"e sameG two similar destinations may be perceived asdi erent. $"at t"e marketer "opes to do is to control t"e positioning3 not

just let it "appen. &oreover3 +ailure to select a position in t"e marketplace3to ac"ieve3 and to "old t"at position may lead to various conseHuences3all undesirable3 as pointed out earlier. /"ere are two kinds o+ psyc"ological

positioning in marketing? objective positioning and subjective positioning.)ac" "as its appropriate place and usage.

(#(#,#9# Ob&ecti'e =ositioning

,bjective positioning is concerned3 almost entirely3 wit" t"e objectiveattributes o+ t"e p"ysical product. It means creating an image about t"edestination t"at reDects its p"ysical c"aracteristics and +unctional

+eatures. It is usually concerned wit" w"at actually is3 w"at e*ists.;owever3 objective positioning needn


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looking at a mountain t"at looks like any ot"er mountain or lying on abeac" t"at looks like any ot"er beac". ,ne o+ t"e rst rules o+ e ectivepositioning is uniHueness.

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(#(#,#># Sub&ecti'e =ositioning

Subjective positioning is concerned wit" subjective attributes o+ t"edestination. Subjective positioning is t"e image3 not o+ t"e p"ysical

aspects o+ t"e destination3 but ot"er attributes perceived by t"e [email protected] t"ey do not necessarily belong to t"e destination but to t"e touristEsmental perceptionB. /"ese perceptions and t"e resulting images may notnecessarily reDect t"e true state o+ t"e destinationEs p"ysicalc"aracteristics. /"ey may simply e*ist in t"e touristEs mind and not alltouristsE imaging agrees wit" a particular perception or image. Using t"eprevious e*ample o+ t"e ,"rid ake or mountain 0alicica3 subjective

positioning would emp"asi:e t"e awe5inspiring +eelings e*perienced att"ese natural attractions rat"er t"an t"eir p"ysical attributes. /"us3 a visitto t"e ,"rid ake becomes a +ar greater e*perience t"an viewing t"ep"ysical lake +ormation. $"at t"e marketer "opes is t"at t"e people in t"etarget market will agree on a +avorable image w"et"er or not t"e image istrue. /"is is t"e test o+ e ective subjective positioning.

(#(#-# =ositioning A++roaches /"is is t"e nal step in t"e positioning process3 and t"ere are severaldi erent approac"es to positioning any tourism destination @Aaker andS"amsby3 1 8#B. E$"ile psyc"ological positioning creates an image3 t"ispositioning approac" completes t"e picture3 using visual and words3 torein+orce w"at t"e destination does best and w"at bene ts are o ered.

/ourism marketers may decide to select t"e most appropriate o+ t"e

+ollowing approac"es3 depending on t"e in+ormation gat"ered duringmarket and psyc"ological positioning.According to @-i&ingo3 1 88B3 t"e +ollowing types o+ positioning can beidenti ed?

(#(#-#"# =ositioning b* attribute0 feature0 or custo!er bene t

or t"is strategy3 emp"asis is placed on t"e bene ts o+ t"e particular+eatures or attributes o+ t"e destination. or e*ample3 /"ailand promotest"e +riendliness o+ its people wit" t"e statement Q/"e world meets in t"eland o+ smiles.Q


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(#(#-#(# =ositioning b* =rice 8alue

Some tourism destinations are not usually positioned on t"e basis o+ pricebecause lower prices may be perceived as connoting lower Huality.;owever3 value o ered to visitors can be e ectively utili:ed ase*empli ed by &alaysia w"ic" claims Q&alaysia gives more natural

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value.Q $it" t"is positioning statement &alaysia is appealing not only tot"e sense o+ value @more +or t"e moneyB but also to its natural attractions.

(#(#-#,# =ositioning with res+ect to use or a++lication

;ere a destination is positioned based on t"e reasons +or visiting it.6ermuda positions itsel+ to t"e American meetings market wit"QSometimes you "ave to leave t"e country to get any work doneQ w"ic"promises productive meetings in a rela*ed environment. Cancun3 &e*icois positioned as Q/"e meeting place +or sun wors"ipers.Q

(#(#-#-# =ositioning accor ing to the users or class of usersIn t"is case3 positioning +eatures t"e people w"o s"ould visit ,"rid. ;ongJong appeals to t"e incentive travel market wit" t"e statement E$"ent"eyEve reac"ed t"e top3 send t"em to t"e peak3Q re+erring to 9ictoria4eak3 a major tourist site in ;ong Jong? is"er Island3 a lu*ury residentialdevelopment in lorida3 positions itsel+ as t"e place Qw"ere people w"orun t"ings can stop running.Q

(#(#-#3# =ositioning with res+ect to a +ro uct class

/"is tec"niHue is o+ten used to associate a destination wit" e*periencest"at are e*traordinary andOor uniHue. or e*ample3 t"e 4rincipality o+ &onaco is positioned as Q/"e +airy tale t"at does not end at midnig"t3Q or"olding a convention in /"ailand is QSmoot" as silk w"ere t"e skyEs t"elimit3 or QI+ you


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only 9isa cards are accepted. !it:5Carlton ;otels is a little more subtlew"en t"ey say3 EA+ter a day o+ competition3 you deserve a "otel t"at "asnone.Q

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Any o+ t"ese approac"es could be used to position ,"rid in t"e minds o+ +oreign visitors. or e*ample3 since +oreign visitors want to go w"ere ot"er

tourists "ave already been3 positioning according to users or a class o+ users may be appropriate. 6y developing a creative campaign3 anoperator can market t"e +act t"at many +oreign visitors "ave been to t"e,"rid ake3 and were impressed by its awe5inspiring presence. /"is mayinclude testimonials +rom previous visitors or tour operators w"o canmake a direct appeal to t"e target market. ;owever3 since t"e +eeling o+ awe is an intangible construct3 positioning statements must s"ow atangible e*ample to illustrate t"is +eeling.4ositioning is t"e ultimate weapon in nic"e marketing. Stripped o+ all itstrappings3 positioning analysis answers t"e +ollowing Huestions?$"at position does a destination own nowV @In t"e mind o+ t"e targetmarket.BE$"at position does t"e destination want to ownV @ ook +or positions or"oles in t"e marketplace.BE$"o must t"e destination outpositionV @&anipulate w"atEs already in

t"e mind.B ;ow can it be doneV @Select t"e best approac" t"at willwork +or t"e target market.B

4ositioning is a valuable weapon +or tourism marketers. /o positionsuccess+ully reHuires recogni:ing t"e marketplace3 t"e competition3 andtouristsE perceptions. 4ositioning analysis on a target market basisprovides t"e tools to identi+y opportunities +or creating t"e desired imaget"at di erentiates a destination +rom its competitors and +or serving t"e

target market better t"an anyone else.

(#,# =ro uct +olic* an bran ing

According to /ribe @#'' B3 t"e principal products t"at tourism provides arerecreational e*periences and "ospitality. /"e +actors t"at create a Hualityrecreational e*perience o+ten di er among people. A Huality e*perience+or one skier mig"t include an un5crowded3 steep slope. /o anot"er it

mig"t be a good restaurant and a c"ance to sociali:e. -ecisions on w"at+acilities3 programs and services to provide s"ould be based on t"e needs................


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and desires o+ t"e target market@sB. /"ey s"ould not be based on t"epre+erences o+ t"e stake"olders or necessarily on w"at t"e competition isproviding.!ecogni:e t"at a recreationalOtourism e*perience includes ve elements?trip planning and anticipationG travel to t"e siteOareaG t"e e*perience at

t"e siteG travel back "omeG and recollection. 6usinesses s"ould look +orways to en"ance t"e Huality o+ t"e overall

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e*perience during all p"ases o+ t"e trip. /"is could be accomplis"ed byproviding trip planning packages w"ic" include maps3 attractions en routeand on site3 and in+ormation regarding lodging3 +ood and Huality souvenirs

and mementos.,"rid s"ould also view its serviceOproduct in generic terms. /"inking o+ productsOservices in t"is manner "elps +ocus more attention on t"ee*periences desired by customers and also t"e +acilities3 programs andservices t"at will produce t"ose e*periences. or e*ample3 campgroundsare t"e business o+ providing recreational QlodgingQ not just campsites topark an !9 or set up a tent. &arinas s"ould provide recreational QboatingQ

e*periences3 not just slippage.

(#,#"# Location an Accessibilit* / =lace

,"rid3 like many ot"er tourism destinations +ail to recogni:e t"eir role inimproving travel to and +rom t"eir areas. /"ey +ocus instead on servicingt"e customer once t"ey arrive at t"e siteOcommunity. A bad e*periencegetting to or leaving tourism site can adversely a ect a personEs travel

e*perience. $ays to "elp prevent t"is include @/ribe3 #'' B?@1B providing directions and mapsG@#B providing estimates o+ travel time and distances +rom di erent

market areasG@%B recommending direct and scenic travel routesG@(B identi+ying attractions and support +acilities along di erent travel

routesG and@ B in+orming potential customers o+ alternative travel met"ods to t"e

area suc" as airlines and railroads.

(#,#(# =ro uct 1e'elo+!ent

,"rid "as traditionally been regarded and developed as a beac" andcultural "eritage destination. $"ile t"ese are likely to remain its coretourism products +or t"e immediate +uture3 ,"rid can also o er a widerange o+ ot"er tourism products3 @suc" as mountaineering3 rock climbing3

diving3 etc.B3 w"ile t"e ric"ness and variety o+ its cultural "eritage adds a+urt"er dimension to its competitive edge. /"ere are opportunities too +ort"e +urt"er development and promotion o+ local "andicra+ts suc" as wood


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carving3 painting and drawing on pergament papery w"ic" can "elp tospread tourism bene ts more widely into t"e local community. Similarly3 arange o+ eco5tourism and community5based projects

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can +orm part o+ a diversi ed and en"anced tourism product3 including"ome stays3 visits to rural villages3 cultural "eritage researc" projects3 etc.4otential also e*ists +or spreading tourism to new areas away +rom t"e

most5visited and at times crowded destinations to include3 +or e*ample3village 9elestovo3 Skrebatno wit" good and preserved nature3 all apart+rom t"e centre w"ic" could be well5positioned to attract business +ormeetings3 con+erences3 e*"ibitions and incentive travel +rom domestic3regional and ot"er major source markets @&arinoski3 #''1B.,n t"e s"ore o+ t"e lake3 policy s"ould be directed towards ac"ieving abetter balance between t"e supply o+ and demand +or tourist

accommodation in order to "alt and eventually reverse t"e downwardspiraling o+ revenue3 occupancy and service standards. ) orts s"all +ocuson reversing ,"rid


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raised to a level su=cient to attract a "ig"er value tourist clientele.Puality o+ products s"ould be emp"asi:ed at every stage o+ productdevelopment and t"e related services.

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A clear identi cation o+ product opportunities and market reHuirements"ig"lig"t strengt" and weaknesses3 enable appropriate market positioningand product development strategies and t"ere+ore ma*imi:e resource

allocation. It also +ocuses spatial planning and identi cation o+ investmentopportunities @/ribe3 #'' B.

/"e key product opportunities +or ,"rid are? Sun and lakeG divingG eco5tourismG adventureG culture and entertainment. /"ese products are basedupon t"ree broad t"emes?

$ater5based tourism e*periencesG

>ature based tourism e*periencesG and4eople and urban environment based e*periences.

/"ese t"emes will also provide t"e plat+orm +or product development andtourism marketing @/ribe3 #'' B.

In order to compete internationally ,"rid must upgrade its currentprovision o+ products and services and aim new product development at

international standards.It s"ould be taken into consideration areas +or tourism developmenttargeted at a broad range o+ international3 regional and domestic markets3and allocate resources accordingly.

/"e +ollowing s"ould be reali:ed? Support +or repackaging and Huality improvement o+ e*isting poorlyplanned +acilities including t"e upgrading and re+urbis"ing o+ coastal

resorts< accommodation and ot"er productsG Support +or eco5tourism as a development priority3 including promotiono+ t"e eco5tourism as a productsG and Support +or t"e improvement o+ design3 marketing and packaging skillso+ cra+t producersG co5operatives product development.

(#,#,# 8alori5ation of Cultural ?eritage

/ourism can be a tool to preserve cultural values and to increase nationalcivic pride in culture and "eritage by embracing t"e direct and indirectutilitarian values3 recreational and aest"etic values and intrinsic spiritual


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and et"ical values o+ cultural assets @/ribe3 #'' B. ,"rid "as a ric" anduniHue cultural diversity.

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Its people and t"e tangible and intangible "istorical5cultural "eritagein+orm ,"rid


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characteristics o+ a destination. A destination can c"ange its moods and t"e

way in w"ic" it presents itsel+ to di erent market segments. 6ut its corebrand c"aracteristics3 like someone


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t"at de nes ,"rid as a destination. It s"ould run t"roug" e'er* act of !arketing co!!unication an beha'ior by t"e 0overnment and t"edestination


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businesses and residentsB s"ould be involved +rom t"e outset indeveloping t"e brand. /"is is t"e best way to obtain t"eir buy5in to t"econcept3 as well as secure t"eir active participation as advocates o+ t"ebrand in "ow t"ey talk about t"e destination and "ow t"ey be"avetowards visitors. /"is can also rein+orce nationalOcivic pride amongst

residents. A ne balance is reHuired to enable t"e creati'e e.ibilit*

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((


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necessary to appeal to di erent market segments w"ile still maintaining aco"erent destination brand t"at is universally recogni:able.

/oday3 every city t"at "as intention to become well known brand mustcompete wit" every ot"er +or its s"are o+ t"e world


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/"is is t"e reason w"y t"e concept o+ destination branding "as become soimportant. /"e idea o+ Fbrand eHuity< sums up t"e idea t"at i+ a place3product or service acHuires a positive3 power+ul and solid reputation3 t"isbecomes an asset o+ enormous value N probably more valuable3 in +act3t"an all its tangible assets3 because it represents t"e ability o+ t"e place or

organi:ation to continue to trade at a "ealt"y margin +or as long as itsbrand image stays

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intact. 6rand eHuity also represents t"e Fpermission< given by a loyalconsumer base +or t"e destination to continue producing and developingits product range3 innovating3 communicating and selling to t"em @!yan3

#''#B.4ut simply3 a destination wit" a power+ul and positive image needs to doless work and spend less money on promoting itsel+ to t"e marketplace3because t"e marketplace already believes w"at it is telling t"em. It merely"as to "elp buyers nd and purc"ase t"e product. /"is is t"e target +or,"rid in t"e distant +uture.6ut destinations wit" power+ul brands "ave a di erent task3 one t"at

destinations wit" weak brands do not "ave. ust like any respectedcorporation3 a "ig"ly regarded place "as a big responsibility to ensure t"att"e reality always lives up to its reputation. Indeed3 in order to protectitsel+ against competitors3 suc" a place must e.cee e*pectationst"roug" constant innovation. /"is task can o+ course be just as costly and

just as c"allenging as building a reputation in t"e rst place3 but "aving agood reputation means already created positive mental image and trust in

t"e perception o+ current and potential customers.

(#-# =ricing +olic*

According to Scott3 >.3 4ar tt3 >. aws3 ). @#'''B3 price is one o+ t"emost important and visible elements o+ t"e marketing mi*. $"en settingprices it is important to take into consideration all o+ t"e +ollowing?@1B business and target market objectivesG

@#B t"e +ull cost o+ producing3 delivering and promoting t"e productG@%B t"e willingness o+ t"e target market to pay +or t"e product or service

you provideG@(Bprices c"arged by competitors o ering a similar productOservice to t"esame target market@sBG@ Bt"e availability and prices o+ substitute productsOservices @+or e*ample3campgrounds3 motels3 and bed and break+ast are all substitutes +orlodgingBG@2B t"e economic climate @local and nationalBG and@7Bt"e possibility o+ stimulating "ig" pro t productsOservices @suc" asboatsB by o ering related services @suc" as maintenanceB at or below


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cost.-estination competition wit"in t"e tourism economy represents t"e abilityo+ reac"ing market success t"roug" constant adaptation to c"anges ont"e global tourism market. /"e notion Qcompetition advantageQ is mostlyconnected to t"e price and Huality o+ goods.

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(2


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/oday3 t"e basis +or success+ul business operations o+ a destination wit"int"e tourism economy is +ound in acceptable price3 suitable goods Huality3

understanding and satis+ying t"e needs o+ tourists and in t"e applicationo+ in+ormation tec"nology. /"e price is not t"e only +actor o+ competition advantage o+ a company ont"e tourism market3 but it also represents an unavoidable and crucial+actor. /"e competition based on t"e price is becoming more and morepresent due to di erent elasticity o+ tourism demand o+ certain segments.

/"e price is one o+ t"e most signi cant p"enomena o+ every economy. Itrepresents one o+ t"e marketing mi* instruments w"ic" s"ould enable t"ereali:ation o+ business goals w"en combined wit" ot"er marketing mi*instruments. /"e price is an instrument @toolB and not t"e goal o+ marketing activity. In t"e marketing t"eory3 prices are studied as asigni cant means o+ competition and unavoidable instrument o+ marketingactivity.

(#-#"# Ohri s +rice +olic* on the touris! !arket

$"en establis"ing prices3 it s"ould be given attention to pricing strategiesw"ic" may encourage o season and non5peak period sales3 longer stays3group business3 and t"e sale o+ package plans @combination o+ room3meals3 and recreational +acilitiesB. /"is especially is important +or ,"ridand must be implemented in practice.

/"e policy o+ +orming prices c"osen +or a tourism product is o+ten in directconnection wit" t"e +uture tourism demand @Scott3 >.3 4ar tt3 >. aws3).3 #'''B. -etermining t"e rig"t price is also crucial +or t"e pro tability o+ a tourism destination3 i.e. ,"rid. !eac"ing decisions on price +ormation isconsidered to be t"e most di=cult in relation to decisions dealing wit" t"eot"er marketing mi* instruments. /"at is w"y3 w"en +orming prices o+ atourism product3 one s"ould take into account t"e comple*ity created byt"e seasonal c"aracter o+ demand and t"e impossibility to stock a tourismproduct. !educing tourism product prices "as a greater inDuence on t"e

consumption t"an average price reduction in t"e majority o+ ot"er sectors.Also t"ere are signi cant di erences among segments wit"in tourism3................


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suc" as between tourists w"o travel +or business or personal reasons. /"estated segments "ave di erent elasticity o+ demand and price sensitivityis conditioned by di erent +actors.

/ourism product price is +ormed depending on t"e seasonal business3 typeand category o+ accommodation and additional elements suc" as

atmosp"ere3 location and t"e like @Scott347


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>.3 4ar tt3 >. aws3 ).3 #'''B. ;otels in tourism destination +orm pricesso t"at t"ey are t"e "ig"est during t"e peak season and signi cantly lowduring t"e low season. /"is statement represents a kind o+ parado*

because prices are t"e "ig"est w"en demand is t"e greatest3 w"ereas inlow season w"en t"e intensity o+ using t"e capacities decreases3 pricesare signi cantly lower. /"e price in tourism economy is an e*tremelyimportant element w"ic" determines consumer pre+erences andrepresents t"e means +or competition on t"e tourism market.According to Scott3 >.3 4ar tt3 >. aws3 ).3 @#'''B3 t"e +ocus o+ interest is"ow t"e increase or decrease o+ a price inDuences t"e intensity o+ tourism

demand. /"e price increase in tourism service3 primarily t"e basic tourismservices o+ accommodation3 catering and travel e*penses3 negativelyreDects on t"e dynamics and intensity degree o+ tourism servicesdemand. $"en de ning t"e price policy3 companies in t"e tourismeconomy s"ould speci cally and cautiously delve into t"e inDuence o+ t"edegree o+ demand elasticity +or tourism services in relation to pricemovement3 t"at is to say3 delve into t"e inDuence o+ t"is elasticity on

di erent groups o+ tourism service consumers and t"e time period inw"ic" t"ese price c"anges are being done wit" e*treme cautiousness.Also3 w"en de ning t"e price policy3 one must not neglect a relevant +actt"at t"ere is a possibility to substitute tourism services wit" ot"erdestinations o+ t"e tourism economy w"ic" can "ave a negative inDuenceon t"eir business and competition position. $"at is speci c about t"etourism demand in ,"rid is its "eterogeneity3 wit" t"e needs o+ t"eir

bearers on one "and and t"e possibility to meet t"ose needs on t"e ot"er. /"is +act is e*tremely important +or conducting and conceptuali:ing anadeHuate business policy especially w"en it comes to consumer i.e. touristsegmentation into smaller "omogenous groups wit" t"e obligation torespect certain speci c points and variables w"ic" serve as t"e basis +ort"eir segmentation according to di erent c"aracteristics.

(#3# =ro!otion +olic*4romotion provides target audiences wit" accurate and timely in+ormationto "elp t"em decide w"et"er to visit ,"rid. According to 0ret:el3 U.3 uan3


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5 . esenmaier3 -. @#'''B3 t"e in+ormation s"ould be o+ importance andpractical use to t"e potential or e*isting visitor and also accurate.&isrepresentation o+ten leads to dissatis ed customers and poorrecommendations. -onEt make claims you cannot live up to.

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-eveloping a promotional campaign is not a science wit" "ard and +astrules. &aking decisions regarding w"ic" type or combination o+ promotiontypes to use @personal selling3 advertising3 sales promotions3 or publicityB

is not always easy. I+3 "owever3 a logical process is being +ollowed and t"enecessary researc" done3 c"ances +or success will be improved. It will benecessary to make decisions regarding?@1B /arget audience555t"e group ,"rid is aiming atG@#B Image555t"at w"ic" your community or business wants to create or

rein+orceG@%B ,bjectives555t"ose o+ t"e promotional campaignG

@(B 6udget555t"e amount o+ money available +or promotionG@ B /iming555w"en and "ow o+ten s"ould promotions appearG@2B&edia555w"ic" met"ods @television3 radio3 newspaper3 maga:ineB willmost e ectively and e=ciently communicate t"e message to t"e targetaudienceG and@7B )valuation555"ow can t"e e ectiveness o+ t"e promotional campaign

be determined.

(#3#"# Sales an =ro!otion

Sales promotion consists o+ s"ort5 term incentives to encourage t"epurc"ase or sales o+ a productOservice. In order to +ollow our projectobjective w"ic" is tourism3 in t"is part we will discuss brieDy about "owpromotion is linked to tourism in general3 w"et"er and "ow promotion isinDuencing tourismV $e are all aware o+ t"e +act t"at due to t"is current

nancial crisis3 t"e number o+ incoming guests is diminis"ing. /ourism is a

source o+ income in some countries today. Cumulative attraction3 anaccepted principle in tourism development3 says t"at a cluster o+ pro*imate +acilities is likely to result in greater visitation @0ret:el3 U.3 uan3

5 . esenmaier3 -.3 #'''B.


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According to previous e*perience3 "ere is a list wit" "ow ,"rid s"ouldpromote and improve its current tourism statusV

Advertise t"roug" radios3 television3 maga:ines3 newspapers3

broc"ures and many ot"ersG)ncourage internal tourism W t"e very important part o+ internaltourism is internal consumption.4reserve t"e e*isting attractionsImprove on accommodation and "ealt" services in order to attractt"e tourists.

/rain tour guides and "otel workers +or easy communication andgood serviceImprove on transport +acilities by purc"asing modern tour ve"icles3and moderni:e roads to tourist attractions.,rgani:e package tours and improve on security in order to promotepeace "ence tourist attractions.4ublici:e t"e country 5 build up an attractive and interesting website

(#3#(# =ublic %elations

According to 0ret:el3 U.3 uan3 5 . esenmaier3 -. @#'''B3 publicrelations involves building good relations wit" t"e city


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In order ,"rid to improve its tourism as a w"ole3 t"e town itsel+ in order toincrease t"e current attractiveness o+ t"e tourism s"ould de nitelyconsider undertaking t"ese particular measures? X

1./"e stake"olders in ,"rid are isolating minimal +unds +or t"e roads. I+ you want tourists to come in ,"rid and spend a lot o+ money "iringcars. /"e roads are scary. It doesnowadays3 majority o+ traveler


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marketing program "otels and tourism businesses in ,"rid can certainlybring a signi cant growt" o+ revenues and provide an outstanding returno+ t"eir investment.

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(#3#-# =ersonal Selling

6ecause o+ t"e inseparable nature o+ tourism and service providers3organi:ational +ront sta @receptionist3 travel consultants3 etcB in ,"rid

s"ould capitali:e on t"e promotional tool o+ personal selling. Sta s"ouldbe trained in t"e relevant tec"niHues3 suc" up5selling and cross5selling. All+ront line sta in "otels and restaurants s"ould know t"e prices o+ servicesand products. It


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to inDuence and to direct demand t"an t"eir counterparts in ot"erindustries do. Since t"ey do3 in +act3 control demand3 t"ey also "aveincreased bargaining power in t"eir relations wit" suppliers o+ touristservices and are in a position to inDuence t"eir pricing3 t"eir productpolicies and t"eir promotional activities.

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#


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Several sc"olars attempt to de ne t"e tourism distribution c"annelconcept. &iddleton @1 (B proposes t"at FFa distribution c"annel is any

organi:ed and serviced system3 created or utili:ed to provide convenientpoints o+ sale andOor access to consumers3 away +rom t"e location o+ production and consumption3 and paid +or out o+ marketing budgets.


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groups. &oreover3 national or regional tourist organi:ations and-estination &anagement ,rgani:ations are used by bot" tourists andtravel trade +or additional in+ormation3 support documentation3classi cation and inspection o+ tourism products3 co5operation inpromotion3 and special arrangements. urt"ermore3 a number o+

organi:ations o er ancillary services and may also be considered astourism distribution c"annel members. /"ese include specialtyintermediaries3 clubs3 credit card

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companies3 special privileged user cards3 societies3 religious groups andorgani:ations @&ill and &orrison3 1 8 G &iddleton3 1 (B.&iddleton @1 (B "ig"lig"ts t"at FFparado*ically3 t"e inability in travel and

tourism to create p"ysical stocks o+ products3 adds to rat"er t"an reducest"e importance o+ t"e distribution process. In marketing practice3 creatingand manipulating access +or consumers is one o+ t"e principal ways tomanage demand +o

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