DEVELOPMENT OF A TOURIST DESTINATION BASED ON MARKETING ACTIVITIES

Abstract

Development and sustainability of a tourist destination should be the goal
of key players in this industry, whereas the promotion of this destination will
enable attraction of tourists to visit, stay and enjoy it. If we consider that in a
region such as Kosovo there are approximately equal tourist destination, then in
the front of marketer comes the task that beside other activities develop definite
activities towards the differentiation of the destination and creation of the “brand”
destination. Assuming from the hypothesis that the development of a destination
does not depend on marketing activities, and then a research question in this paper
appears to be “how marketing affects the development of a destination”.
Methodology used in the paper enabled recommendation to the tourism
professionals that in their efforts to plan a development of a destination apart from
marketing activities should be conscious about large number of influential factors
in the success or failure of the creation of the touristic destination. Findings are
that an approach on admission of the role of marketing will assist key players in
finding the ways for development and sustainability of tourist destination.