Význam kreativity v marketingovej komunikácii cestovného ruchu miest

The Importance of Creativity in Marketing Communication of Tourism in Cities

Ema Mišúnová, Daniela Kasaničová

In: Geografické štúdie (Geographical Studies), Ročník (Volume) 17, Číslo (Issue) 2, 2013, p. 32-54, ISSN 1337-9445

DOI: 10.17846/GS.2013.17.2.32-54

Abstract

Tourism is considered as the most important factor of economic and social development of many cities and regions. If they want to attract more visitors – look for various creative and effective ways how to inform target groups about attractions or localities which they offer. Attractiveness of certain destination give the product special attribute/feature different from other destinations which makes the product more competitive. In this case we can speak not only about product but also marketing and institutional innovation. Today increasing competition is not enough just to create an attractive offer – it must be mainly „sold“ to a wide range of target segments through effective marketing communication. The main aim of this article is the analysis of communicative activities and marketing tools of tourism used to attract specific target group of visitors in the city of Banská Bystrica.

Keywords: tourism, marketing communication, marketing communication tools, tourism promotion

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