Abstract
Individual and social marketing in cultural routes operation
Highlights
Tourism is one of the leading and most dynamic fields in global economy, even in spite of the protraction of the economical crisis
The aim of our research is to study how different forms and models of cooperation, and the consequent joint marketing activities can effectively contribute to successful tourism innovations, product development and management, analyzing the examples of a specific field of tourism, i.e., cultural routes
A third concept appears in literature, i.e., heritage trails, which have significant differences compared to cultural routes, as it is summarized in Table 1 (Chairatudomkul, 2008): It is important to make these differences clear, because we will see in the third chapter that during the implementation of the project being presented, these meaningful differences have not been taken into consideration
Summary
Tourism is one of the leading and most dynamic fields in global economy, even in spite of the protraction of the economical crisis. Tourism offer becomes more and more diversified, sometimes with quite surprising combinations by mixing elements from culture, history, industry or other economic fields. This is a natural consequence of the demand for innovations, being a determining factor in competitiveness, and of other reasons: seeking novelty; tourism is really experiment-centric; and —partly as a result of economical difficulties—the tendency of travels to be more in number but shorter in duration, consumers are more price-value conscious and quality became an important factor in decisions
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