THE IMPACT OF INTEGRATED MARKETING COMMUNICATIONS ON THE POSITION OF TOURIST DESTINATION – EXAMPLE OF BOSNIA AND HERZEGOVINA

Abstract

The paper entitled „The impact of integrated marketing communications on the position of tourist destination – example of Bosnia and Herzegovina“ strives to show the importance of integrated marketing communications in modern management of a tourist destination and how much they can contribute to its position on the international market. It analyzes the specific character of integrated marketing communications in tourism and its effects on the economic and wider social and political position of a destination. The paper tries to find out whether the current position of Bosnia and Herzegovina on the tourist market is the result of the state in which integrated marketing communications are. For this purpose, we conducted a survey on the state of integrated marketing communications in tourism of Bosnia and Herzegovina. Based on the results of primary studies and the insight into the theories related to this field it is possible to make conclusions for a specific, observed destination and also conclusions, which, after being slightly modified, can be applied to every tourist destination.