Holistic approach to marketing management of a tourist destination

Svetlana Lakova


The sustainability of tourism products in the services market is directly geared to the adjacent tourist resources. It can be achieved through a marketing program of the tourist destination. The methodological basis for their development is based on the use of a holistic approach. It accumulates within itself - a goal, specific tasks and actions aimed at solving, by indicating the resources used and the expected effect. It controls all phases of the service. Integrating tourism activities is a factor in their perception and management as a business system through the use of marketing tools. Coordination of all levels and factors in tourism is a constant magnitude.


tourist destination, holistic approach, marketing, management.

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