Marketing cestovného ruchu mesta Liptovský Mikuláš a obcí Miestnej akčnej skupiny Horný Liptov – jeho realita a potenciál

Tourism Marketing of the Town of Liptovský Mikuláš and Municipalities of the Local Action Group Horný Liptov – Its Reality and Potential

Gréta Vrbičanová, Hilda Kramáreková

In: Geografické informácie (Geographical Information), Ročník (Volume) 22, Číslo (Issue) 1, 2018, p. 522-538, ISSN 1337-9453

DOI: 10.17846/GI.2018.22.1.522-538

Abstract

Tourism is a thriving industry that brings economic benefits to the region and local authorities with long-term development potential. In order for tourism to become an important factor in the development of the economy, the legislative, institutional and program assurance from national to local level and its systematic marketing support are necessary. The phenomenon of electronic marketing of tourism opens new possibilities not only for tourism participants, but also for municipalities and municipality associations. Increased emphasis is put on innovative forms of promotion and creation of positive relationship between man and nature. The progressive development of the evaluation of cultural ecosystem services leads the society to sustainable development of the tourism. The aim of the paper is to point to the current state and potential of tourism marketing in the region of Liptov which has an international significance according to the Regionalization of the Tourism in the Slovak Republic and the categorization of tourism regions.

Keywords: e-marketing, strategy of tourism development, marketing communication tools

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