Adjusting tourist destination marketing strategy according to the changes in the environment: Case study Bukovicka sSpa

Abstract

Tourist destinations are compelled to create new business opportunities constantly in order to respond to the challenges that arise under the influence of a number of changes in the environment. Few of them are supporting the requirements for analyzing and creating a sustainable business and marketing strategies. The paper starts with the analysis of relevant theory and practice in decisionmaking and choosing the marketing strategy of the tourist destination, pointing to the importance of continuous adjustment of marketing strategy in order to improve the business performance and competitive advantage. A new approach to the design and management of market relations, as well as the need for adjusting marketing strategies to the changes in the environment, is presented in the case of Bukovacka Spa. In deciding, great emphasis is placed on the role and importance of innovation in marketing approaches as well as on the need to develop socially responsible marketing in order to improve its business performance and response to changes in the environment and more successfully positioning.

Keywords

• strategy
• marketing
• adjustment
• environment
• decision-making
• sustainable development