The importance of a marketing plan for tourism destinations. Case study: a marketing plan for Empordà.

Identifier:  TFM:779

Handle: https://hdl.handle.net/20.500.11797/TFM779

Authors:  Schulz, Anja

Abstract:
Globalization and technological development facilitate travelling to almost any desired place in the world. The tourism industry is probably one of the most evolved industries globally and it does not stop innovating. The innumerable available destinations tourists can choose from force tourism destinations to achieve a competitive market position in a rapidly changing macro-environment. Therefore, effective destination management is essential to survive. As part of this, marketing acts as a crucial strategic tool towards competitiveness with the major challenge to differentiate a destination by a strategic market orientation. This work intends to demonstrate the importance for tourism destinations to develop a marketing plan.