Marketing Strategies and Their Role in Building Tourism Destination Recognition

Abstract

Marketing management through marketing strategies in the tourism segment plays a key role in building recognition of a specific tourism destination, i.e., destination positioning and creating destination brand. The purpose of this paper is to provide insight into the importance and advantages of strategic marketing planning and thinking related to destination positioning, recognition and building destination brand. The goal of research is to use the case of the city of Vukovar to show how strategic marketing planning, along with a clear vision and continued and integrated activity of all stakeholders can result in positive tourism results, so further possibilities and recommendations for development can be given.

Keywords

• marketing management
• marketing strategies
• positioning
• destination marketing
• destination brand