6th International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

Marketing Communication as a Support to Modern Tourism Business
​
Branko Mihailović –   Institute of Agricultural Economics, Volgina Street no. 15, 11060 Belgrade, Serbia
Vesna Popović –    Institute of Agricultural Economics, Volgina Street no. 15, 11060 Belgrade, Serbia

DOI:   https://doi.org/10.31410/tmt.2021-2022.363
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Abstract:    The marketing concept in the tourism business requires a good knowledge of the market (all its segments), which implies a continuous anal­ysis and planning approach. In this way, preconditions are created to suc­cessfully deliver the service to end consumers, which ensures the basic role of the company in the market, and that is, through the provision of appro­priate service quality to consumers and their satisfaction, to achieve the basic interest of the company as a collective – profit. This paper investigates the possibilities and scope of effective marketing communication, which in modern conditions represents significant support to the tourism business. The role of marketing communication should be viewed in the context of the expansion of tourism, especially in the second half of the twentieth cen­tury. Marketing communication in tourism has the task of enabling a more efficient exchange between tourist demand and supply. 

Keywords:   Marketing communication; Tourism; Tourism business; Tourism market; Relationship marketing

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