Synergies in marketing management in camping tourism on the Slovenian Adriatic coast

Bojnec, Štefan; Drakulić, Martina

SLO

First page / Show document

Show document

A- | A+ | Print

Title:	Synergies in marketing management in camping tourism on the Slovenian Adriatic coast
Authors:	ID Bojnec, Štefan (Author) ID Drakulić, Martina (Author)
Files:	http://ijsr.umcs.lublin.pl/wp-content/uploads/2012/05/IJSR_2012_Vol_001_No_001.pdf
Language:	English
Work type:	Not categorized
Typology:	1.01 - Original Scientific Article
Organization:	FM - Faculty of Management
Abstract:	Purpose - The purpose is to investigate synergies in marketing management in camping tourism to properly understand the perceived client behaviour. Design/methodology/approach - Camping tourism is investigated by using secondary data and the perceived client behaviour by using the primary collected evidence from the interviews and surveys. Findings - The popularity of camping tourism in Slovenia is increasing among foreign tourists. Camping tourism is more significant in accommodation capacities than in overnight stays due to lower utilization rates of the camping tourism capacities. The word-of-mouth is the most significant single factor of marketing and customer relationship management, whereas natural attractions are an important motivation factor for tourist visits. Research limitations/implications - There is a need for updating and repeating the research by using more sophisticated methods of data analysis to include the periods of economic growth and economic recession. Practical implications - The research results indicate the main trends, and the idea on the synergies in marketing management can be used for design of advertising and promotion towards targeting potential and specific consumers and marketing niches in the tourism industry. Originality/value - The primary survey data are used to identify seasonal factors of tourist camp supplies and demands and the underdeveloped secondary tourist infrastructure with a lack of more targeted marketing and customer relationship management towards segmented tourist niche markets.
Keywords:	synergy, marketing management, camping tourism, advertising, Slovenia
Year of publishing:	2012
Number of pages:	str. 77-87
Numbering:	Vol. 1, no. 1
PID:	20.500.12556/RUP-903
UDC:	338.48:659(497.7)
COBISS.SI-ID:	4346071
Publication date in RUP:	15.10.2013
Views:	3944
Downloads:	106
Metadata:
:	Copy citation