Vol.7, No 2, 2010 pp. 209 - 217
UDC 338.48:658.8
INFORMATION COMMUNICATION TECHNOLOGY IN THE FUNCTION OF IMPROVEMENT OF COMPETITIVE POSITION OF TOURIST DESTINATION
Mira Avramović
High Business School of Leskovac, Serbia
mail@vpsle.edu.rs
Information communication technology is becoming more and more the crucial element of everyday life. It is widely used in business activities, as well as in leisure time at home. This also applies to tourism as a form of human activity. Tourist enterprises are significantly using information communication technology for marketing purposes. This applies to the field of support in marketing decision making as well as the field of communication and sale. However, for the purpose of marketing, information communication technology is used in tourism by public sector, specifically by national, regional and local tourist organizations dealing with marketing for their areas (countries, regions, places) as tourist destinations. Thus this paper takes into consideration the possibilities of the use of information technology in tourism destination marketing. Various information technologies applied in tourism are explained, and their present and potential role in the marketing of a destination is assessed. The term of electronic market is defined, together with electronic marketing as marketing activities carried out on electronic market with the assistance of information technology. The need to incorporate electronic marketing in the whole strategy of tourism destination marketing is also underlined. For this paper relevant references were used, mostly from the field of marketing, but also from other economic and historic methods.
Key Words: marketing in tourism, marketing strategy, tourist market, information communication technology, electronic marketing, destination marketing systems
INFORMACIONA KOMUNIKACIONA TEHNOLOGIJA U FUNKCIJI POBOLJŠANJA KONKURENTSKE POZICIJE TURISTIČKE DESTINACIJE
Informaciona komunikaciona tehnologija postaje nezaobilazan element čovekovog života. On je uveliko koristi u svojim poslovnim aktivnostima, ali sve više i u slobodno vreme, u svom domu. Ovo važi i za turizam, kao vid ljudske aktivnosti. Turistička preduzeća u značajnoj meri koriste informacionu komunikacionu tehnologiju u marketing svrhe. To obuhvata kako polje u donošenju marketing odluka, tako i područje komuniciranja i prodaje. Međutim, u marketing svrhe informacionu komunikacionu tehnologiju u turizmu koristi i javni sektor, tačnije nacionalne, regionalne i lokalne tutrističke organizacije, zadužene za marketing svojih područja. Stoga, rad razmatra mogućnost korišćenja informaciono komunikacione tehnologije u marketingu turisričke destiancije. Objašnjene su rezličite informaciono komunikacione tehnologije koje se koriste u turizmu i ocenjena njihova sadašnja i potencijalna uloga u destinacijskom marketingu. Definisan je pojam elektronskog tržišta, elektronskog marketinga kao marketing aktivnosti koje se uz pomoć informaciono komunikacione tehnologije odvijaju na elektronskom tržištu. Naglašena je potreba inkorporiranja elektronskog marketinga u ukupnu strategiju marketinga turističke destinacije. Za pisanje rada korišćena je relevantna literatura iz oblasti marketinga i drugih ekonomskih disciplina.
Ključne reči: marketing u turizmu, marketing strategija, turistička destinacija, infomaciono komunikaciona tehnologija, elektronski marketing, destinacijski marketing sistemi
