PARTNERSHIP WITH MARKETING CHANNELS FOR PURPOSE OF IMPROVEMENT OF THE TOURISM DESTINATION IMAGE
Keywords:
tourism destination, image, marketing channels, relationship marketingAbstract
This paper presents an analysis that explains theoretical and empirical significance that marketing channels have in the process of destination image formation in contemporary business and the relevance of forming partnership relations between the destinations and the marketing channel participants. By introducing marketing channels into the network of marketing relations destinations we achieve collaboration with independent agents that secure necessary level of purchasing process management and means of impact on tourism destination image that is considered to be the strongest element of differentiation between tourism products.References
Bakić, O. i Unković, S., 2000. Markeing u turizmu, Beograd: Ekonomski fakultet.
Bigne E. J., Sanchez, I. J. and Sanchez, J., 2001. Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Elsevier: Tourism Management. 607–616.
Buhalis, D., 2000. Marketing the Competitive Destination of the Future. Elsevier: Tourism Management. 21: 97–116.
Bunja, Đ., 2007. Skripta predavanja iz predmeta Turističko poslovanje. Zadar: Sveučilište u Zadru.
Frias, D. M., Rodriguez, M. A. and Castaneda, A. J., 2008. Internet vs. travel agencies on pre-visit destination image formation: An information processing view. Elsevier: Tourism Management. 29: 163–179.
Greenleaf E. A. and Lehmann D. R., 1995. Reasons for Substantial Delay in Consumer Decision Making. The Journal of Consumer Research. 22(2): 186–200.
Gummesson E., 1996. Relationship Marketing and Imaginary Organization – a synthesis. Journal of marketing. 30(2): 31–44.
Echtner C. M., Ritchie J. R. B., 2003. The Maening and Measurement of Destination Image. The Journal of Tourism Studies. 14: 37–48.
Hu C., 1996. Diverse developments in travel and tourism marketing: a thematic approach. International Journal of Contemporary Hospitality Management. 8/7: 33–43.
Kotler P. and Keller L. K., 2006. Marketing menadžment. Beograd: Data Status.
Kotler P., Bowen T. J., Makens C. J., 2006. Marketing for Hospitality and Tourism. New Jersey: Personal Education International.
Larsen G. and George V., 2006. The Social Construction of Destination Image: A New Zealand Film Example. New Jersey: Lawrence Erlbaum Associates: Creating Images and the Psychology of Marketing Communication. 117–139.
Lovreta, S., Končar, J. i Petković, G., 2006. Kanali marketinga. Beograd: Ekonomski fakultet.
Mazzocco J. P. and Timothy C. B., 2006. Understanding the Role of Mental Imagery in Persuasion: A Cognitive Resources Model Analysis. New Jersey: Lawrence Erlbaum Associates: Creating Images and the Psychology of Marketing Communication. str. 67.
Ognjanov, G., 2009. Integrisane marketinške komunikacije. Beograd: Ekonomski fakultet.
O’Shaughnessy J. and O’Shaughnessy N. J., 2003. The Marketing Power of Emotions. New York: Oxford University Press.
Rajković, D. i Milićević, I. 2007. Kvalitet usluga turističke agencije. Kragujevac: Nacionalna konferencija o kvalitetu.
Riege A. M. and Perry C., 1998. National Marketing Strategies in International Travel and Tourism. European Journal of Marketing. 34: 1296–1308.
Westbrook R. A. and Oliver R. L., 1991. The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction. The Journal of Consumer Research. 18(1): 84–91.
Downloads
Published
Issue
Section
License
Copyright (c) 2011 Zbornik radova Ekonomskog fakulteta u Istočnom Sarajevu
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
