PLANNING MARKETING COMMUNICATION INSTRUMENTS AS A PRIORITOR OF EFFECTIVENESS FOR TOURISM (TOURIST) DESTINATIONS

Abstract

A modern business environment is characterized by intensified market competition in the profit organizations. The same principle applies to the competitive position of tourist destinations, therefore their branding has become a key interest of both tourism organizations and competent state institutions. This paper represents the role of marketing communication as a predictor of the success of branding destinations. The aim of this paper is to gain insight into the methods of improving the competitive position of destinations and improving their image. Also, the paper presents terminological explanations of marketing activities, providing guidance for their implementation and practical operation. By mastering the presented concept, its characteristics and role, significant steps can be taken in improving the existing situation and assisting the development of tourism in Serbia. The paper also presents concrete guidelines for action in practice, which should be managed by competent institutions and tourist organizations in order to achieve better positioning results. The application of the case study methodology is highlighted in illustrating the manifest affirmations of individual instruments and strategies of marketing communication in tourism.