Vol.4, No 1, 2007 pp. 9 - 20
UDC
658.8:338.48
MARKETING OF TOURISM DESTINATION OF NIŠ
Ljiljana Stanković1, Jelena Petrović2
1Faculty of Economics, University of Niš, 18000 Niš, Serbia
2Faculty of Science and Mathematics, Department of Geography and Tourism,
University of Niš, 18000 Niš, Serbia
Tourism as an economic activity occupies a place of ever-growing importance in the world economy. This trend rises each year and revenue generated from tourism is constantly growing on the worldwide scale. Their participation in GDP is increasing. In the previous decade in Serbia, tourism shared the destiny of the whole economy. Insufficient infrastructural facilities and investments, low economic activity, inadequate economic structure, undeveloped and maladjusted trade network, insufficient valorisation of natural, anthropogenic, material and cultural values have decelerated the growth of tourism not only on the national but also on the local level. The reflection of such a course in the economy and society has affected the city of Nis likewise. The city of Nis as a social, economic, educational, health, cultural and sport centre of the South-East Serbia as well as the crossroads of the most important Balkan and European highway and railway traffic directions, is in possession of excellent potentials for further tourism development. Especially important potentials are those responsible for the development of transitional and spa, as well as other forms of tourism such as cultural, sport and recreation, excursion and hunting tourism. A particularly significant resource that the city of Nis has on its territory is Niška Banja, one of the oldest spa health facilities in Europe. Having in mind the "wellness" programme which represents one of the most important forms of contemporary tourism, Niška Banja could develop further in view of attracting tourists who visit spas not only for healing but also, above all, for prevention, relaxation, beauty and fitness as well as anti-stress programme. The authors of this paper consider necessary application of marketing in the development of tourist destination offers. Special attention is paid to the application and development of integral marketing with the aim to create and successfully manage a brand of a tourist destination with special consideration given to the city of Nis.
Key Words:
tourism, destination, marketing, integral marketing
.
MARKETING TURISTIČKE DESTINACIJE GRADA NIŠA
Turizam kao privredna delatnost zauzima sve značajnije mesto u privredi sveta. Taj trend iz godine u godinu raste i prihodi od turizma u svetskim razmerama sve više rastu. Njihovo učešće u GDP se povećava. U prethodnoj deceniji u Srbiji, turizam je delio sudbinu ukupne privrede. Nedovoljna infrastrukturna opremljenost i investiciona ulaganja, niska privredna aktivnost, neadekvatna privredna struktura, nerazvijena i neprilagođena trgovinska mreža, nedovoljna valorizovanost prirodnih, antropogenih, materijalnih i kulturnih vrednosti, usporili su razvoj turizma na nacionalnom ali i na lokalnom nivou. Refleksija ovakvih tokova u privredi i društvu odrazila se i na grad Niš. Grad Niš, kao društveni, privredni, obrazovni, zdravstveni, kulturni i sportski centar jugoistočne Srbije i kao raskrsnica najvažnijih balkanskih i evropskih drumskih i železničkih saobraćajnih pravaca, poseduje izvanredne potencijale za dalji razvoj turizma. Posebno su značajni potencijali za razvoj tranzitnog i banjskog, ali i drugih oblika turizma kao što su kulturni, sportsko-rekreativni, izletnički, lovni turizam. Posebno značajan resurs koji grad Niš ima na svojoj teritoriji jeste Niška Banja, jedno od nastarijih banjskih lečilišta u Evropi. Imajući u vidu „welness" programe koji predstavljaju jedan od najznačajnijih oblika savremenog turizma, Niška Banja bi se mogla dalje razvijati u pravcu privlačenja turista koji u banje odlaze ne samo radi lečenja, već, pre svega, radi preventive, odmora, sprovođenja beauty i fitness kao i anti-stres programa. Autori u radu razmatraju neophodnost primene marketinga u razvoju turističke ponude destinacija. Posebana pažnja usmerena je na primenu i razvoj integralnog marketinga u cilju kreiranja i uspešnog upravljanja markom turističke destinacije sa posebnim osvrtom na grad Niš.
Ključne reči:
turizam, destinacija, marketing, integralni marketing
.
