Marketing Communication as a Support to Modern Tourism Business
Branko Mihailović - Institute of Agricultural Economics, Volgina Street no. 15, 11060 Belgrade, Serbia
Vesna Popović - Institute of Agricultural Economics, Volgina Street no. 15, 11060 Belgrade, Serbia
DOI: https://doi.org/10.31410/tmt.2021-2022.363
Branko Mihailović - Institute of Agricultural Economics, Volgina Street no. 15, 11060 Belgrade, Serbia
Vesna Popović - Institute of Agricultural Economics, Volgina Street no. 15, 11060 Belgrade, Serbia
DOI: https://doi.org/10.31410/tmt.2021-2022.363
6th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2021/2022, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-49-3; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
Abstract: The marketing concept in the tourism business requires a good knowledge of the market (all its segments), which implies a continuous analysis and planning approach. In this way, preconditions are created to successfully deliver the service to end consumers, which ensures the basic role of the company in the market, and that is, through the provision of appropriate service quality to consumers and their satisfaction, to achieve the basic interest of the company as a collective - profit. This paper investigates the possibilities and scope of effective marketing communication, which in modern conditions represents significant support to the tourism business. The role of marketing communication should be viewed in the context of the expansion of tourism, especially in the second half of the twentieth century. Marketing communication in tourism has the task of enabling a more efficient exchange between tourist demand and supply.
Keywords: Marketing communication; Tourism; Tourism business; Tourism market; Relationship marketing
REFERENCES
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in travel and tourism organizations”. Management Science Letters, 11(1), pp. 247-252.
Brătucu, G., Brătucu, T.O. (2007). The analysis of the factors system that influences the individual
consumer’s behaviour, in Management&Marketing, 2 (2), p. 17.
Cristina, Babcsanyi, et al. (2020). “Communication in tourism promotion campaigns.” Agricultural
Management/Lucrari Stiintifice Seria I, Management Agricol 22.3.
Cvijanović, D. (2014). Turističko tržište u dunavskom regionu, monografija, Institut za ekonomiku
poljoprivrede, Beograd.
Cvijanović, D., Mihailović, B. (2010). Menadžment i marketing uslužnog sektora, monografija,
Institut za ekonomiku poljoprivrede, Beograd.
Cvijanović, D., Mihailović, B. (2011). Međunarodni marketing kao faktor razvoja izvozne
konkurentnosti, monografija, Institut za ekonomiku poljoprivrede, Beograd.
Cvijanović, D., Mihailović, B., Simonović, Z. (2009). Uloga i značaj marketinga u razvoju
agrarnog sektora Srbije, monografija, Institut za ekonomiku poljoprivrede, Beograd.
Cvijanović, D., Paraušić, V., Mihailović, B. (2011). “Afirmacija marketing pristupa u poljoprivredi
Srbije”, Zbornik naučnih radova sa XXV savetovanja agronoma, veterinara i tehnologa
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Cvijanović, D., Vuković, P. (2012). Uloga marketinga u turizmu dunavskog regiona Srbije, monografija,
Institut za ekonomiku poljoprivrede, Beograd.
Dibb, S., Simkin, L., Pride, M. (1991). “Targeting segment and positioning“, International journal
of retail and distribution management“, Vol.19, No. 5, p. 5.
Gallarza, M. G., & Saura, I. G. (2020). Consumer value in tourism: a perspective article. Tourism
Review.
https://www.unwto.org/taxonomy/term/347; Retrieved on October 12, 2021
Ismailova, N. R., Beyshekeeva, N. B. (2021). The role of marketing in tourism business development.
CENTRAL ASIAN JOURNAL OF INNOVATIONS ON TOURISM MANAGEMENT
AND FINANCE, 2(1), pp. 46-49. https://doi.org/10.47494/cajitmf.v2i1.81
Jobber, D., Fahy, J. (2006). Osnovi marketinga, Redaktor srpskog izdanja: Prof. dr Hasan Hanić,
Beogradska bankarska akademija, Data status, Beograd.
Karimova, A. M. (2020). “Role of marketing services in innovative development of tourism
activities”. American Journal of Economics and Business Management, 3(1), pp. 24-32.
Kotler, F. (2001). Upravljanje marketingom: analiza, planiranje, primena i kontrola, 9. izdanje,
Mate, Zagreb.
Kotler, P. (1992). “It’s Time for Total Marketing”, Business Week ADVANCE Executive Brief,
Vol. 2.
Krippendorf, Ј. (1973). Market et Turisme, Herbert Lang et Cie, Brene.
Medeiros, T., Sousa, M., & Mendes, J. (2021). “The role of information and communication
technologies in senior tourism: a systemic review”. Turismo: Visão e Ação, 23(3).
Mihailović B., Popović, V. (2020). “Promotion of rural areas of Braničevo-Danube region
through branding of agri-food products”. In: Tourism in Function of Development of the Republic of Serbia - Tourism and Rural Development (2). University of Kragujevac, Faculty
of Hotel Management and Tourism, Vrnjačka Banja, pp. 282-298.
Mihailović, B., Cvijanović, D., Paraušić, V. (2011). “Marketing tehnike i alati u funkciji efikasnog
poslovnog odlučivanja preduzeća”, Ekonomika, Niš, 1/2011, str. 48-60.
Mihailović, B., Paraušić, V., Hamović, V. (2008). Vodič za evaluaciju konsultantskog učinka,
monografija, Institut za ekonomiku poljoprivrede, Beograd.
Mihailović, B., Popović, V. (2021, June). “Digital marketing of agri-food products in support of
rural tourism during the Covid pandemic”. In Tourism International Scientific Conference
Vrnjačka Banja-TISC (Vol. 6, No. 1, pp. 111-126.
Milivojević, T., Vukotić, S., Staletović, N. (2009). “Analiza poverenja u kontekstu racionalnosti,
kvaliteta i ekonomske krize“, XIX međunarodna konferencija o kvalitetu, u organizaciji
Jugoinspekta, JUQS-a u saradnji sa JUSK-om, 07.- 09. 09. 2009. godine, Sutomore, Crna
Gora, str. 43-54.
Nurov, Z. S., Khamroyeva, F. K., & Kadirova, D. R. (2021, March). “Development of domestic
tourism as a priority of the economy”. In E-Conference Globe, pp. 271-275.
Page, S. J., & Connell, J. (2020). Marketing tourism. In Tourism (pp. 300-324). Routledge.
Prutianu, Şt. (2000). Manual of Business Communication and Negotiations, Iasi, Polirom Publishing
House, pp. 232-234.
Rakita, B. (1999). “Medijsko oglašavanje u međunarodnom marketingu”, Marketing 1999, vol.
30, br. 4, str. 135-146.
Reichheld, F.F. and W.E. Sasser, Jr. (1990). “Zero Defections: Quality Comes To Services”, Harvard
Business Review, Sept-Oct, pp. 105-111.
Shin, S., & Xiang, Z. (2020). “Social media-induced tourism: A conceptual framework”. E-review
of Tourism Research, 17(4).
Siregar, N. S. S., Nasrul, Y., Sriekaningsih, A., & Agus, E. (2020). “Social media for tourism
marketing”. Journal of Environmental Treatment Techniques, 8(1), pp. 262-264.
Solomon, R.C. (2006). Ethics of Business Relations, In Singer, P. (ed.), Ethics Treaty, Iasi,
Polirom Publishing House, pp. 385- 395.
UNDP, UNWTO (2017). Tourism and the Sustainable Development Goals – Journey to 2030,
2017.
Unković S., Zečević B. (2005). Ekonomika turizma, Ekonomski fakultet, Univerzitet u Beogradu,
str. 11, prema Hunziker & Krapf (1942): “Grundriss der Allgemein Fremdenverkehrs”,
lehre Zürich.
Vojnović B., Cvijanović D., Stefanović V. (2012). Razvojni aspekti turističke delatnosti, monografija,
Institut za ekonomiku poljoprivrede, Beograd.
Webster, Jr, F.E. (1992). “The Changing Role of Marketing in the Corporations”, Journal of
Marketing, Vol. 56, October, pp. 1-17.
Yeh, S. S. (2021). “Tourism recovery strategy against COVID-19 pandemic”. Tourism Recreation
Research, 46(2), pp. 188-194.
Keywords: Marketing communication; Tourism; Tourism business; Tourism market; Relationship marketing
REFERENCES
Al-Hazmi, N. (2021). “The impact of customer relationship management on customer retention
in travel and tourism organizations”. Management Science Letters, 11(1), pp. 247-252.
Brătucu, G., Brătucu, T.O. (2007). The analysis of the factors system that influences the individual
consumer’s behaviour, in Management&Marketing, 2 (2), p. 17.
Cristina, Babcsanyi, et al. (2020). “Communication in tourism promotion campaigns.” Agricultural
Management/Lucrari Stiintifice Seria I, Management Agricol 22.3.
Cvijanović, D. (2014). Turističko tržište u dunavskom regionu, monografija, Institut za ekonomiku
poljoprivrede, Beograd.
Cvijanović, D., Mihailović, B. (2010). Menadžment i marketing uslužnog sektora, monografija,
Institut za ekonomiku poljoprivrede, Beograd.
Cvijanović, D., Mihailović, B. (2011). Međunarodni marketing kao faktor razvoja izvozne
konkurentnosti, monografija, Institut za ekonomiku poljoprivrede, Beograd.
Cvijanović, D., Mihailović, B., Simonović, Z. (2009). Uloga i značaj marketinga u razvoju
agrarnog sektora Srbije, monografija, Institut za ekonomiku poljoprivrede, Beograd.
Cvijanović, D., Paraušić, V., Mihailović, B. (2011). “Afirmacija marketing pristupa u poljoprivredi
Srbije”, Zbornik naučnih radova sa XXV savetovanja agronoma, veterinara i tehnologa
Vol. 17, broj 1-2, Beograd 2011, Institut PKB Agroekonomik, Beograd, str. 157-167.
Cvijanović, D., Vuković, P. (2012). Uloga marketinga u turizmu dunavskog regiona Srbije, monografija,
Institut za ekonomiku poljoprivrede, Beograd.
Dibb, S., Simkin, L., Pride, M. (1991). “Targeting segment and positioning“, International journal
of retail and distribution management“, Vol.19, No. 5, p. 5.
Gallarza, M. G., & Saura, I. G. (2020). Consumer value in tourism: a perspective article. Tourism
Review.
https://www.unwto.org/taxonomy/term/347; Retrieved on October 12, 2021
Ismailova, N. R., Beyshekeeva, N. B. (2021). The role of marketing in tourism business development.
CENTRAL ASIAN JOURNAL OF INNOVATIONS ON TOURISM MANAGEMENT
AND FINANCE, 2(1), pp. 46-49. https://doi.org/10.47494/cajitmf.v2i1.81
Jobber, D., Fahy, J. (2006). Osnovi marketinga, Redaktor srpskog izdanja: Prof. dr Hasan Hanić,
Beogradska bankarska akademija, Data status, Beograd.
Karimova, A. M. (2020). “Role of marketing services in innovative development of tourism
activities”. American Journal of Economics and Business Management, 3(1), pp. 24-32.
Kotler, F. (2001). Upravljanje marketingom: analiza, planiranje, primena i kontrola, 9. izdanje,
Mate, Zagreb.
Kotler, P. (1992). “It’s Time for Total Marketing”, Business Week ADVANCE Executive Brief,
Vol. 2.
Krippendorf, Ј. (1973). Market et Turisme, Herbert Lang et Cie, Brene.
Medeiros, T., Sousa, M., & Mendes, J. (2021). “The role of information and communication
technologies in senior tourism: a systemic review”. Turismo: Visão e Ação, 23(3).
Mihailović B., Popović, V. (2020). “Promotion of rural areas of Braničevo-Danube region
through branding of agri-food products”. In: Tourism in Function of Development of the Republic of Serbia - Tourism and Rural Development (2). University of Kragujevac, Faculty
of Hotel Management and Tourism, Vrnjačka Banja, pp. 282-298.
Mihailović, B., Cvijanović, D., Paraušić, V. (2011). “Marketing tehnike i alati u funkciji efikasnog
poslovnog odlučivanja preduzeća”, Ekonomika, Niš, 1/2011, str. 48-60.
Mihailović, B., Paraušić, V., Hamović, V. (2008). Vodič za evaluaciju konsultantskog učinka,
monografija, Institut za ekonomiku poljoprivrede, Beograd.
Mihailović, B., Popović, V. (2021, June). “Digital marketing of agri-food products in support of
rural tourism during the Covid pandemic”. In Tourism International Scientific Conference
Vrnjačka Banja-TISC (Vol. 6, No. 1, pp. 111-126.
Milivojević, T., Vukotić, S., Staletović, N. (2009). “Analiza poverenja u kontekstu racionalnosti,
kvaliteta i ekonomske krize“, XIX međunarodna konferencija o kvalitetu, u organizaciji
Jugoinspekta, JUQS-a u saradnji sa JUSK-om, 07.- 09. 09. 2009. godine, Sutomore, Crna
Gora, str. 43-54.
Nurov, Z. S., Khamroyeva, F. K., & Kadirova, D. R. (2021, March). “Development of domestic
tourism as a priority of the economy”. In E-Conference Globe, pp. 271-275.
Page, S. J., & Connell, J. (2020). Marketing tourism. In Tourism (pp. 300-324). Routledge.
Prutianu, Şt. (2000). Manual of Business Communication and Negotiations, Iasi, Polirom Publishing
House, pp. 232-234.
Rakita, B. (1999). “Medijsko oglašavanje u međunarodnom marketingu”, Marketing 1999, vol.
30, br. 4, str. 135-146.
Reichheld, F.F. and W.E. Sasser, Jr. (1990). “Zero Defections: Quality Comes To Services”, Harvard
Business Review, Sept-Oct, pp. 105-111.
Shin, S., & Xiang, Z. (2020). “Social media-induced tourism: A conceptual framework”. E-review
of Tourism Research, 17(4).
Siregar, N. S. S., Nasrul, Y., Sriekaningsih, A., & Agus, E. (2020). “Social media for tourism
marketing”. Journal of Environmental Treatment Techniques, 8(1), pp. 262-264.
Solomon, R.C. (2006). Ethics of Business Relations, In Singer, P. (ed.), Ethics Treaty, Iasi,
Polirom Publishing House, pp. 385- 395.
UNDP, UNWTO (2017). Tourism and the Sustainable Development Goals – Journey to 2030,
2017.
Unković S., Zečević B. (2005). Ekonomika turizma, Ekonomski fakultet, Univerzitet u Beogradu,
str. 11, prema Hunziker & Krapf (1942): “Grundriss der Allgemein Fremdenverkehrs”,
lehre Zürich.
Vojnović B., Cvijanović D., Stefanović V. (2012). Razvojni aspekti turističke delatnosti, monografija,
Institut za ekonomiku poljoprivrede, Beograd.
Webster, Jr, F.E. (1992). “The Changing Role of Marketing in the Corporations”, Journal of
Marketing, Vol. 56, October, pp. 1-17.
Yeh, S. S. (2021). “Tourism recovery strategy against COVID-19 pandemic”. Tourism Recreation
Research, 46(2), pp. 188-194.
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