IDEAS home Printed from https://ideas.repec.org/a/tho/journl/v18y2012n2p267-279.html
   My bibliography  Save this article

The role of marketing philosophy in rural tourism development

Author

Listed:
  • Božo Mihailović

    (University of Montenegro, Faculty of Tourism and Hotel Management, Kotor, Montenegro)

  • Ilija Moric

    (University of Montenegro, Faculty of Tourism and Hotel Management, Kotor, Montenegro)

Abstract

The purpose – The purpose of this paper is to research the role of marketing concept in the process of the sustainable rural tourism development. Design – The special focus is given to analysis of the factors that influence the implementation of marketing philosophy in tourism and its specifics in area of rural tourism. Methodology – Using available secondary and primary data from government bodies and relevant international organisations, several factors are identified that affect the implementation of marketing philosophy in area of rural tourism. Followed by qualitative analysis, these factors are analyses in details in order to provide the ideas for future development.The development of information technology, competition and growth in its global character, the new buyer and the need for sustainable development are just some of the factors that determine a new way of keeping the rural tourism business. Approach – Implementation of marketing philosophy in rural tourism is examined on the level of tourist destination, due to importance of cooperation and coordination on this macro level for the sustainable development of the rural tourism. Findings – Key findings indicate that marketing in rural tourism should be seen as a means to achieve development of strategic goals of rural tourist destinations, such as: long-term prosperity, guest satisfaction, profit maximization, extension of the tourist season, neutralizing the negative social impacts, stabilization of employment, support and further diversification of existing economic activity, temporal and spatial redistribution of tourist demand etc. Therefore, marketing cannot be understood simply as propaganda or simply as printing leaflets, but as a platform for defining business objectives and strategies, and creation of tourist products which deliver unique experience to consumers and generate profit for rural tourism destination. The originality of this research – The originality comes from the analysis of the specifics of marketing implementation in rural tourism.

Suggested Citation

  • Božo Mihailović & Ilija Moric, 2012. "The role of marketing philosophy in rural tourism development," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 18(2), pages 267-279, December.
  • Handle: RePEc:tho:journl:v:18:y:2012:n:2:p:267-279
    as

    Download full text from publisher

    File URL: http://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=138323
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Agnieszka POCZTA-WAJDA & Joanna POCZTA, 2016. "The role of natural conditions in qualified agritourism - case of Poland," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 62(4), pages 167-180.
    2. Merima Cinjarevic & Almir Peštek & Sanja Tufo, 2019. "The Distinctiveness of Rural Tourism Marketing Practices: The Case Study of Bosnia and Herzegovina," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 12(2), pages 173-184.
    3. Yusuf DÜNDAR & Cemal Ersin SİLİK & Ertuğrul DÜZGÜN, 2023. "Marketing Philosophies in Hospitality Businesses: The Case of Bolu," Bingol University Journal of Economics and Administrative Sciences, Bingol University, Faculty of Economics and Administrative Sciences, vol. 7(1), pages 207-221, June.
    4. Prudente João & Lopes Helder & Noite João & Rodrigues Ana & Vieira Sara & Alves Ricardo & Fernando Catarina, 2020. "Hikes and Levadas in Madeira: Characterizing Visitors and their experience," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 10(2), pages 154-164, December.
    5. Ivo Grgić & Lari Hadelan & Stjepan Krznar & Magdalena Zrakić, 2017. "Could rural tourism revitalize rural areas in Croatia?," Agroeconomia Croatica, Croatian Society of Agricultural Economists, vol. 7(1), December.

    More about this item

    Keywords

    Rural Tourism; Marketing; Product; Diversification;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:tho:journl:v:18:y:2012:n:2:p:267-279. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ana Montan (email available below). General contact details of provider: http://www.fthm.uniri.hr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.