MARKETING IN TOURISM - DIRECT MARKETING AS MARKETING COMMUNICATIONS TECHNOLOGY

Abstract

Marketing in tourism is a systematic
adjustment of tourism company policy and
political policy at the local, regional,
national and international levels in order to
meet the needs of tourists and make a
profit. The purpose of the paper is to
explain how direct marketing, especially as
part of a marketing mix, can help facilitate
the exchange process in the international
and domestic tourism markets. The aim of
studying marketing in tourism is to make
this concept available in this activity in
theoretical, methodological and application
terms. Marketing in the tourism industry is
in a phase of maturity and is becoming
sophisticated, which leads to the fact that
the entire industry increasingly accepts the
basic principles of marketing: The concept
of marketing; Marketing orientation;
Meeting the wishes and needs of
consumers; Market segmentation; Value ;
Product life cycle and Marketing mix (the
principle on which the essence of the work
is based). Direct marketing activities are
based on databases and interactive
communication media. Databases enable
the selection of the target market
(customer), which is acted upon by
selecting the appropriate advertising/sales
medium. The most famous media of direct
marketing are certainly catalogs, direct mail
and telephone (telemarketing), while in
practice many others are used such as:
television, radio, Internet, mobile phones,
print, inserts.